Your one stop source for the latest Gen Z trends and insights

November 19, 2019

Understanding Gen Z, The Socially Conscious Generation

When it comes to forging connections with Gen Z, empathy goes a long way. As a generation that often comes under fire, Gen Z not only wants to be heard by previous generations, they also want to be...

Read More
October 28, 2019

The Preview Episode 8: Gen Z Census

Our Gen Z Census report reveals that Gen Z is a diverse yet widely misunderstood group, with 47% of Gen Z in the U.S. and 52% in Canada saying they don't feel well-represented in marketing. For a...

Read More
October 23, 2019

Making a must-see: The new rules for entertainment marketing

In the age of digital, marketing entertainment to Gen Z has changed dramatically. Jordan Press, Head of Entertainment Partnerships at Wattpad,  sat down to talk entertainment marketing with eOne...

Read More
October 9, 2019

The Gen Z Census: Canada, from Wattpad

In marketing, brands live and die by data. And in a world where there’s a metric for just about everything, one group refuses to fit into a single checkbox. Gen Z— the cohort of Canadians aged 10-24...

Read More
October 9, 2019

The Gen Z Census: U.S., from Wattpad

In marketing, brands live and die by data. And in a world where there’s a metric for just about everything, one group refuses to fit into a single checkbox. Gen Z—the cohort of Americans aged 10-24...

Read More
September 30, 2019

The Preview Episode 7: Side Hustle

A quarter of our Gen Z youth panel told us they want to be self-employed freelancers. The future of work may be disrupted big time as Gen Z are likely to juggle multiple careers that include side...

Read More
September 26, 2019

Gen Z Doesn’t Want Your Marketing. They Want Your Support and Partnership.

Why Gen Z isn't clicking on your Ad: Advertising messages targeting Gen Z must be useful, honest, and well-placed.

Read More
September 18, 2019

The Big Tradeoff - Why Gen Z is trading their data

Recent headlines on stolen data hasn't stopped Gen Z from being willing to share it, as long as they learn more about themselves. But at what cost?

Read More
August 28, 2019

The Preview Episode 6: Influencers

Gen Z can’t remember a time before influencers. Watch this episode of The Preview to learn which influencers are currently top of mind and how influencer culture has shaped their view for their...

Read More
August 27, 2019

The new rules for writing for Gen Z

How to avoid passive-aggressive punctuation and other lessons from an internet linguist.

Read More
July 23, 2019

Meet Gen We, a Socially Conscious Cohort of Gen Z

Thanks to social media, Gen Z has garnered a reputation for vanity that may not be accurate. Although it’s not always obvious, not every member of Gen Z finds themselves tethered to social media. In...

Read More
July 16, 2019

How National Geographic Inspired Gen Z to Reduce Plastic Consumption

In order to inspire the plastic crisis,  National Geographic joined forces with Wattpad to launch the “Planet or Plastic?” writing contest, inviting the community to write stories that would...

Read More

Please submit the form below to download The Gen Z Census: Usa report from Wattpad.