347. YPulse. Predictions for 2025.
January 23, 2025
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MaryLeigh Bliss, chief content officer at YPulse, the leading authority on Gen Z and millennial trends, recently shared her predictions for 2025. These insights are based on extensive surveys and behavioral data of young consumers. These trends highlight young consumers’ evolving preferences and behaviors, shaping the future of consumerism, social media, and pop culture. Brands and marketers need to stay ahead of these trends to effectively engage and resonate with this influential generation.
Here are the key trends highlighted:
Revival of the Town Square: Gen Z is seeking unique, in-the-know, real-life experiences that foster a sense of community and accessibility. They are driven by a desire for connection and shared experiences, leading to a resurgence of local, offline events. Think pop-up events and viral lookalike contests.
Livestream Shopping's Breakthrough: Despite potential hurdles like a TikTok ban, livestream shopping is gaining momentum among Gen Z and millennials. Platforms like TikTok Shop, Amazon Live, and Twitch are driving this trend, offering an interactive and engaging shopping experience.
Monetizing Long-Form Content: Newsletter influencers are on the rise as creators seek to diversify their income and have more control over their content. Platforms like Substack and Beehive are facilitating this trend, allowing creators to monetize their long-form content through paid newsletters.
Virtual Collectibles: Gen Z is showing a strong interest in virtual collectibles within apps and games. This trend is driven by the popularity of digital products and the desire for unique and limited-edition items. The success of Pokemon TCG Pocket exemplifies this trend.
Selling on Social as the Next Side Hustle: Social shopping and reselling are becoming popular side hustles for Gen Z. Platforms like TikTok Shop and Depop are making it easier for them to monetize their online selling activities.
Men Embracing Wellness and Aesthetic Trends: "Bro wellness" is emerging as young men engage in health and wellness trends with a competitive edge. This trend reflects a shift in masculinity and a growing interest in self-care among young men.
Gen Z's Childhood Faves Ruling Pop Culture: Nostalgia for Gen Z's childhood favorites is driving pop culture trends. Franchises like SpongeBob and Minecraft continue to be popular, demonstrating the enduring appeal of these childhood icons.
BONUS TOPIC: The Impact of a Potential TikTok Ban: If the ban were to move forward, YPulse’s survey data show that Gen Z would primarily turn to YouTube and Instagram if TikTok were banned. The ban would also impact their income and content consumption, highlighting TikTok's significant role in their lives.
YPulse is the leading authority on Millennials and Gen Z: tweens, teens, college students and young adults. They provide strategic insight to companies and organizations via their subscription-based syndicated research content as well as their custom research and consulting services. Staffed with a cross-functional team of researchers, marketers, writers, and technologists, they give their clients a 360-degree view of what it’s like to be a Millennial or Gen Z today.
As Chief Content Officer, MaryLeigh Bliss oversees YPulse’s syndicated products. Her role also involves acting as a culture and youth insights expert, consulting with brands to identify actionable insights, align young consumer strategy, and layer generational and youth knowledge over data findings.
MaryLeigh has worked with a range of brands, including Facebook, Hampton, Bravo, HBO, Target, Best Buy, and Gap, and has been quoted as a youth insights authority by publications including The New York Times, Digiday, Business Insider, and Adweek. She has appeared as a Gen Z and Millennial expert on Bloomberg News, Fortune, and NPR Marketplace, and been a speaker at many off-sites and conferences. MaryLeigh’s interest in youth culture originated from her love of YA literature and pop culture anthropology, and she is continuing her passion for decoding and demystifying the next generations of consumers at YPulse.
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MaryLeigh Bliss
YPulse