Like any other generation, Gen Z are a product of their times. However, unlike before, the pace of change has never been faster, influencing the mindset and core values of Gen Z to a degree which has never been seen before. Societal and cultural nuances have influenced Gen Z in such a way that they are not Millennials 2.0, and differ in their core values from older generations. The generation’s more personal relationship with brands and mission-mindedness means they will hold brands to higher standards. While they are not currently primary household shoppers, they will be in just five to ten years and will bring their orientation to the world with them.

This report investigates the 18-24-year-old lifestage, the goals and stressors of Gen Z, how they most enjoy spending their time, their values, their relationship with brands and the impact tech is having on their preferences for interacting with others.

Gen Z: the generation is born between 1995 and 2007. In 2019, Gen Zs are between the ages of 12 and 24. As Mintel Canada surveys only adults, this Report only discusses the attitudes and behaviours of adult Gen Z; ie those aged 18-24.