327. YPulse. Vice & Indulgence.
August 15, 2024
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In today's episode Tori D'Amico, managing content editor at YPulse, discusses their latest trend report on vices among Gen Z and Millennials. The conversation sheds light on the changing landscape of vices and indulgences among young consumers. For brands looking to connect with Gen Z and Millennials, understanding these trends is crucial. By promoting moderation, wellness, and responsible enjoyment, businesses can tap into the evolving values of this generation.
Key takeaways from the discussion include:
Gen Z is drinking less than previous generations. This is due to a combination of factors, including health concerns, the legalization of marijuana, and a shift in social norms.
Sober curiosity and the "damp lifestyle" are gaining popularity. Young people are increasingly interested in exploring moderation and alcohol-free alternatives.
Vaping is a major vice among Gen Z. Despite growing awareness of its health risks, vaping rates continue to rise, driven by appealing flavors and targeted marketing.
Junk food and social media consumption are considered "new vices". Gen Z recognizes the negative impacts of these habits but often struggles to moderate them due to their ubiquity and addictive nature.
Wellness is a complex and evolving concept for Gen Z. It encompasses both healthy habits and indulgences, as long as they contribute to a personal sense of overall well-being.
Brands need to strike a balance when marketing to Gen Z. While it's important to acknowledge the desire for indulgence, promoting excessive or harmful behaviors can backfire.
Tori D’Amico is the Managing Content Editor at YPulse, where she collaborates on articles, newsletters, and reports on Gen Z and Millennial data, across North America and Western Europe, that share everything a brand needs to know about young consumers. On the Gen Z / Millennial cusp herself, Tori brings her personal experiences growing up in the age of social media culture and background in journalism together to deliver meaningful consumer insights. Outside of work, Tori is the co-host of the podcast Ex-Tumblr Girls, which explores media, fandom, and teenage girlhood in the context of the prolific 2010’s blogging platform.
YPulse is the leading authority on Millennials and Gen Z: tweens, teens, college students and young adults. We provide strategic insight to companies and organizations via our subscription-based syndicated research content as well as our custom research and consulting services. Staffed with a cross-functional team of researchers, marketers, writers, and technologists, we give our clients a 360-degree view of what it’s like to be a Millennial or Gen Z in America today.
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