"Social connections are foundational to people's lives. Ripple effects from evolving social norms driven by Gen Zs and Millennials will be felt throughout the market."
Scott Stewart, Associate Principal, Lifestyles & Retail
Nearly half of Canadians say they’re often or sometimes lonely. Meanwhile, 71% of consumers prefer watching a movie at home to going to a theatre and 70% of consumers haven’t been to a large concert in over a year. Canada’s social landscape is changing, and younger generations are living different experiences than those who came before them.
There are multiple reasons for this shift. Traditional social milestones like marriage and having kids are less common, which has a ripple effect on day-to-day social interactions. Digital tools have made it easier to connect remotely but reduced the need to interact in person. Recent economic trends make cost a front-and-centre concern; staying home to scroll, stream or chat is typically the low-cost option (especially compared to the increasing costs of shared social experiences like concerts).
Stakeholders must plan for this new reality, especially as Gen Zs and Millennials age. There will be more single people and child-free couples than in the past – and the decline in daily social interactions will spark greater social anxiety due to a lack of practice. These younger generations won’t experience their 30s, 40s and 50s like Gen Xs and Baby Boomers did; brands need to factor this new social landscape into their plans for the future.
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