368. YPulse. Youth Behavior Insights.
MaryLeigh Bliss
June 19, 2025
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In this episode, MaryLeigh Bliss, Chief Content Officer at YPulse, breaks down two new behavioral reports focused on Gen Z and Millennial attitudes toward AI and social media. The discussion uncovers unexpected shifts in how young people are using platforms and embracing AI — not as a threat, but as a helpful tool.
Key Takeaways:
Social Media Slowdown: Between 2023 and 2024, usage of major platforms like Instagram, YouTube, and even TikTok has dipped among younger users. Interestingly, Facebook has remained relatively stable, defying expectations.
Rise of Niche Platforms: Smaller, community-oriented platforms like Snapchat, Pinterest, Discord, and Reddit are gaining popularity — especially with 18- to 24-year-olds. These spaces offer more intimate, less algorithm-driven experiences.
From Entertainment to Connection: Social media habits are shifting. Younger users are using platforms to connect with friends and family, not just to scroll for entertainment. This desire for real connection is fueling the rise of smaller platforms.
AI as a Trusted Assistant: Gen Z and Millennials generally see AI as a productivity booster, not a job killer. They use AI tools for schoolwork, brainstorming, advice, and creative inspiration.
What AI Should (and Shouldn’t) Do: Young consumers are comfortable with AI when it’s task-oriented — summarizing reviews, comparing prices, or improving gaming experiences. But they’re skeptical of AI replacing personal interactions or creating fake personas.
TikTok Reposts = Social Curation: Reposts are becoming the new ‘likes’ on TikTok. Young users treat reposts as a personal endorsement or a way to curate their social identity.
AI in the Classroom: Most believe AI should be part of school curriculums. With many already using AI to help with homework, there’s a clear call for guidance on ethical and effective use.
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