Description

“Gen Z is still learning the ropes of adulthood, but now is the time for brands to make lasting connections with this consumer group.
The diversity of this generation has exposed these consumers to a range of perspectives and ideas that no other group had before them – which is part of what makes this cohort so unique.”

–  Scott Stewart, Associate Director, Lifestyles & Retail

This Report looks at the following areas:

  • Who Gen Z are and how they live today.
  • Gen Z’s perceptions of themselves.
  • Gen Z’s brand activism and their reasons for boycotting.
  • Gen Z’s brand loyalty across a range of product categories.
  • Which expenditures Gen Z pays for and which they get help with.
  • How Gen Z would use a $500 spending spree.
  • How digital innovations are making Gen Z a unique consumer.

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas:
        • Definition
        • Executive Summary

            • Top takeaways
              • Consumer trends
                • Gen Z is diverse in a number of different ways
                  • Gen Z are more likely to boycott brands, and have more reasons for doing so
                    • Gen Z’s digital habits have far-reaching implications
                      • Competitive strategies
                        • Proactively connecting with Gen Z
                          • Figure 1: Apple Instagram post, 2023
                        • Anticipating Gen Z’s flexible lifestyles
                          • Figure 2: Cozey Instagram post, 2023
                        • Market predictions
                          • Gen Z will bring in a new wave of living styles
                              • Figure 3: Category outlook: Gen Z, 2023-28
                            • Opportunities
                              • There is an opportunity to develop lasting loyalty
                                • Current Gen Z lifestyles and purchase responsibilities lead to disposable income
                                  • Using Gen Zs as a way to influence other consumer groups
                                  • Target Audience – By the Numbers

                                    • Gen Z is a relatively small generation
                                      • Figure 4: Population, by generation, 2021
                                    • Gen Zs are optimistic about their future
                                      • Figure 5: Expected financial situation over the next 12 months, Gen Z vs overall, 2023
                                    • Half of adult Gen Zs are still students
                                      • Figure 6: Employment/student status, Gen Z vs overall, 2023
                                    • Gen Z use a range of social media platforms
                                      • Figure 7: Visit sites daily, Gen Z vs overall, 2023
                                    • YouTube is a daily visit for most Gen Zs
                                    • Market Factors

                                      • Gen Zs are entering a stable job market
                                        • Figure 8: Unemployment rate, by age, 2005-22
                                      • COVID-19 will have a lasting impact on Gen Zs
                                        • How this will impact the generation going forward
                                          • Gen Z is not yet a driving force of immigration
                                            • Home ownership is becoming less realistic for Gen Zs
                                              • Figure 9: Home ownership rate, by age, 2011-21
                                            • Home construction is getting more dense
                                              • Gen Z has been able to avoid the worst of inflation
                                              • Competitive Strategies

                                                • Meeting Gen Zs where they are
                                                  • Making social media pages appealing
                                                    • Figure 10: Apple Instagram post, 2023
                                                    • Figure 11: Shein Instagram post, 2023
                                                    • Figure 12: McDonald’s Canada Instagram post, 2023
                                                  • Meeting in the metaverse (of gaming)
                                                    • Embracing Gen Z’s content creation
                                                      • Supporting a flexible lifestyle
                                                        • Figure 13: Cozey Instagram post, 2023
                                                      • Empower Gen Z’s uniqueness to sustain brand relevance
                                                        • Figure 14: Adidas Originals Instagram post, 2023
                                                    • Marketing to Gen Z – Fast Facts

                                                      • Gen Z Life Stages and Demographics

                                                          • Gen Zs live in large households
                                                            • Figure 15: Number of people in household, Gen Z vs overall, 2023
                                                            • Figure 16: Who they live with, Gen Z vs overall, 2023
                                                          • How their living situation affects them today
                                                            • How their current living situation affects them in the future
                                                              • Figure 17: TD Canada Instagram post, 2023
                                                            • Gen Z is culturally diverse
                                                              • Figure 18: Race, Gen Z vs overall, 2023
                                                              • Figure 19: Parents’ place of birth, Gen Z vs overall, 2023
                                                              • Figure 20: Languages of proficiency, Gen Z vs overall, 2023
                                                            • Religion is common among Gen Z, but much more diverse than average
                                                              • Figure 21: Religious identification, Gen Z vs overall, 2021
                                                            • How cultural diversity will impact this generation
                                                              • Gen Z is more likely to identify as LGBTQ+
                                                                • Figure 22: Sexual orientation, Gen Z vs overall, 2023
                                                                • Figure 23: Reebok Instagram post, 2022
                                                            • How Gen Z Sees Themselves

                                                              • Gen Z sees themselves as ‘woke’, trendy risk takers
                                                                • Figure 24: Self perceptions, Gen Z vs overall, 2023
                                                              • New Canadians are the most likely to be trendy and risk takers
                                                                • Figure 25: Gen Z self-perceptions, new Canadians vs overall, 2023
                                                                • Figure 26: Gen Z sites/apps used daily, new Canadians vs overall, 2023
                                                              • Mental health as an example of Gen Z’s influence
                                                                • Figure 27: Calm Strips Instagram post, 2023
                                                            • Brand Activism

                                                              • ‘Boycotting’ is common among Gen Z
                                                                • Figure 28: I am currently avoiding making purchases from a specific brand/store, by generation, 2023
                                                              • LGBTQ+ highlights why Gen Z’s brand activism is generational
                                                                • Gen Z’s reasons for boycotting are more cause-driven than average
                                                                  • Figure 29: Most likely reasons for avoiding a specific brand/store, Gen Z vs overall, 2023
                                                                  • Figure 30: Starbucks Canada Instagram post, 2022
                                                                • Gender differences among Gen Z
                                                                  • Figure 31: Gen Z – most likely reasons for avoiding a specific brand/store, men vs women, 2023
                                                                • New Canadians prioritize product quality and customer service
                                                                  • LGBTQ+ Gen Zs are more focused on employees, ethics and the environment
                                                                    • Figure 32: Gen Z: most likely reasons for avoiding a specific brand/store, LGBTQ+ vs overall, 2023
                                                                  • Localism does not hold much sway with Gen Z
                                                                    • ‘Local’ shouldn’t be the leading message
                                                                      • Putting Gen Z’s activism into context
                                                                        • The TikTok generation
                                                                          • Gen Zs are Amazon Prime members
                                                                            • One in five Gen Zs own cryptocurrency
                                                                            • Brand Loyalty

                                                                              • Gen Z is loyal across more categories than average
                                                                                • Figure 33: Loyal to a brand in the category, Gen Z vs overall, 2023
                                                                              • Gen Z loyalty varies across genders
                                                                                • Gen Z men are loyal to their shoes
                                                                                  • Figure 34: Loyal to a footwear brand, Gen Z vs overall by gender, 2023
                                                                                  • Figure 35: Nike Sportswear Instagram post, 2023
                                                                                • Coffee shops should focus on Gen Z women rather than men
                                                                                  • Figure 36: Loyal to a coffee shop brand, Gen Z vs overall by gender, 2023
                                                                                • Gen Z is not using loyalty programs
                                                                                  • Figure 37: Loyalty program membership, Gen Z vs overall, 2021
                                                                                • Category comparison: smartphones and automobiles
                                                                                  • Apple leads the way for smartphones
                                                                                    • Figure 38: iPhone 14 | R.I.P. Leon | Apple, January 2023
                                                                                  • An opportunity for automobile brands
                                                                                    • Figure 39: Modes of commuting, Gen Z vs overall, 2022
                                                                                    • Figure 40: Kia Canada Instagram post, 2023
                                                                                • Purchase Responsibilities

                                                                                  • Gen Zs only pay for some of their purchases
                                                                                    • Figure 41: Purchase responsibilities for Gen Z, 2023
                                                                                  • Gen Z avoids monthly payments, makes ad-hoc purchases
                                                                                    • Phone bills are the exception
                                                                                      • Gen Zs who live rent free are the most dependent on others
                                                                                        • Figure 42: Gen Z: someone else pays for this, live rent free vs overall, 2023
                                                                                        • Figure 43: Scotiabank Instagram post, 2023
                                                                                      • New Canadian Gen Zs are more independent than average
                                                                                        • Figure 44: Gen Z: I pay for this myself, new Canadians vs overall, 2023
                                                                                    • Spending Priorities

                                                                                      • Gen Z spending sprees would be different
                                                                                        • Figure 45: Spending spree priorities, Gen Z vs overall, 2023
                                                                                      • Gaming sets this generation apart
                                                                                          • Figure 46: Secret Lab Instagram post, 2023
                                                                                        • Men and women have different spending priorities
                                                                                          • Gen Z men are the drivers of gaming and tech purchases
                                                                                            • Figure 47: Gen Z spending spree priorities, men vs women, 2023
                                                                                            • Figure 48: The Source Instagram post, 2022
                                                                                          • Gen Z women are more likely to spend on clothing and home décor
                                                                                            • Travel is not a priority for Gen Zs
                                                                                              • A potential generational change
                                                                                                • New Canadians present an opportunity
                                                                                                  • Figure 49: Gen Z spending spree priorities, new Canadians, 2023
                                                                                                  • Figure 50: Contiki Instagram post, March 2023
                                                                                              • Gen Z Payment Methods

                                                                                                • Payment methods illustrate the impact of digital tech on Gen Z
                                                                                                  • Figure 51: Payment method behaviours (% agree), Gen Z vs overall, 2023
                                                                                                • How digital payments can affect different industries
                                                                                                  • Mobile devices are becoming increasingly vital
                                                                                                    • Figure 52: Privacy on iPhone | Data Auction | Apple, May 2022
                                                                                                  • A catalyst for retail apps and mobile wallets
                                                                                                    • Figure 53: Air Miles Canada Instagram post, 2022
                                                                                                  • Today it’s wallets, tomorrow it’s keys
                                                                                                    • Figure 54: How to Use Digital Car Key – Pixel Feature Drop, 2021
                                                                                                    • Figure 55: Weiser Facebook post, 2023
                                                                                                • Appendix – Data Sources and Abbreviations

                                                                                                  • Data sources
                                                                                                    • Consumer survey data
                                                                                                      • Consumer qualitative research
                                                                                                        • Mintel Trend Drivers
                                                                                                          • Abbreviations and terms
                                                                                                            • Abbreviations
                                                                                                              • Terms

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