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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...

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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...

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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...

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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.

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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?

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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...

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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...

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July 15, 2019

The Preview Episode 5: Environmental Activism

While Gen Z is passionate about many social causes, they are particularly concerned for the environment and are turning to stories to voice their activism. For example, we found that reading time on...

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July 3, 2019

The World Is Diverse, and UGC Proves It

UGC campaigns open your company up to more authentic, relatable content.

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June 26, 2019

The Preview Episode 4: Sexual Identity

Gen Z is one of the first generations to collectively challenge sexuality and gender labels and are more fluid in their identities. They are turning to stories on Wattpad to explore themes of...

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June 24, 2019

An insightful interview on how National Geographic's campaign ignited social change

Brand Storytelling sat down with Chris Stefanyk to discuss how National Geographic's Planet or Plastic initiative on Wattpad became an award-winning campaign that engaged Gen Z. 

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May 24, 2019

JOMO: The Joy of Missing Out- Report

We discovered that 43% of Gen Z are purposely choosing to spend a couple of hours away from social media each day and are embracing JOMO, the Joy of Missing Out. This means they may not see–or...

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