Youth Pulse study
Stay close to the latest trends in the youth market with our ongoing study among Gen Z and younger millennials
Opeepl Youth Pulse
As Gen Z and young millennials (15-30-year-olds) become the largest consumer segment in global markets, it is crucial for businesses to understand this audience’s values, beliefs, and behaviours to adapt to the evolving consumer landscape.
Youth Pulse is a recurring study in EU5 that delivers the latest trends and developments in the young consumer market. Using our unique mobile Dynamic Sampling technology, we reach youth directly on the device they use every day—their smartphones.
Download Youth Pulse insights reports
Discover the main findings from Opeepl Youth Pulse study in our comprehensive insights reports.
Wave 5
Feb, 2026
Wave 4
Apr, 2025
Wave 3
Sep, 2024
Wave 2
May, 2024
Wave 1
Oct, 2023
Youth Pulse videos (Wave 5 - Q1 2026)
Explore our videos, where our Research Analyst presents the most interesting findings from the Youth Pulse study.
Personal care and beauty trends for 2026
Discover how Gen Z and younger millennials approach personal care: from investment levels and discovery channels to the trends shaping their routines today.
Non-alcoholic beverages trends for 2026
Discover how 15-30 y.o. choose non-alcoholic beverages: from key health concerns and ingredient awareness to the trends driving their drink preferences today.
Food trends for 2026
Discover how young consumers approach food: from dietary identities and plant-based habits to the country differences shaping eating patterns today.
Fashion trends for 2026
Discover how Gen Z and younger millennials shop for fashion: from second-hand adoption rates and motivations to the trends defining their style choices today.
Social media usage trends for 2026
Discover how Gen Z and younger millennials use social media: from platform preferences and time spent to the rise of social commerce shaping buying behaviour today.
Social media influencer trends for 2026
Discover how young consumers engage with influencers: from the content categories they follow and purchasing impact to their attitudes toward AI-generated personalities.
AI usage and concerns: key trends for 2026
Discover how Gen Z and younger millennials are using AI tools: from adoption rates and trust levels to the concerns shaping their relationship with artificial intelligence.
Attitudes and values: key trends for 2026
Discover what young Europeans care about most: from mental health and sustainability priorities to their growing concerns around microplastics.
Consumer confidence for 2026
Discover how young Europeans feel about their financial future: from optimism levels and spending expectations to the country-by-country shifts emerging today.
Youth Pulse on-demand webinars
Watch our on-demand webinars from Youth Pulse Waves 1-4 (Q4 2023 - Q2 2025).
Wave 4
April 2025
Waves 3, 2 and 1
2023-2024
