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

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...

Read More
July 3, 2019

The World Is Diverse, and UGC Proves It

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

Read More
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...

Read More
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. 

Read More
June 12, 2019

What’s on Gen Z’s Mind? Stress.

Being constantly attached to the online world may be a stressful thing for many, but for Gen Z it’s just life as they know it. While older generations may find that constantly being attached to the...

Read More
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...

Read More
May 21, 2019

The Preview Episode 3: Female Empowerment

Our core makeup is Gen Z females, accounting for 76% of our engaged user base. Check out the latest episode of The Preview, where we take a deeper look at themes of female empowerment, including...

Read More
May 15, 2019

Gen Z wants your brand to care about their future. So...does it?

As climate change and political upheaval continue to make headlines and threaten Gen Z's future, social impact becomes increasingly important to this generation. And when they take up social causes,...

Read More
May 3, 2019

Want to know if Gen Z reads? Just ask them.

Gen Z was born multitasking. To the untrained eye this constant task-switching may look unfocused. But there’s more going on than we give Gen Z credit for—and their book-buying habits tell the story.

Read More
April 26, 2019

The Preview Episode 2: Entertainment

Check out the latest episode of The Preview, where we bring you the latest Gen Z insights in 2 minutes or less.

Read More
April 5, 2019

Gen Z Want to see 'Real Bodies' in Ad Campaigns

Millennials came of age in an era of unhealthy beauty standards. 

Read More
March 27, 2019

The Story of After from Wattpad to Hollywood

Anna Todd's Wattpad sensation with over a billion reads is now one of the most-talked about movies of 2019! 

Read More

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