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Marketing to Gen Z - Canada - September 2019

OVERVIEW
What you need to know
Definitions
EXECUTIVE SUMMARY 
The issues
The fundamental values of Gen Z differ – even from Millennials
Figure 1: Top five most important values Canadians should have, Gen Z vs Millennials vs older generations, June 2019
The future looks uncertain as Gen Z strive towards financial stability
Figure 2: Stressors, Gen Z vs older generations, June 2019
Gen Z shopping with their morals as they see brands representing who they are
Figure 3: ‘The brands I use reinforce the image I want to portray’ (% any agree), Gen Z vs older generations, June 2019
Opportunities
Inclusion and representation matter as the generation is diverse on multiple levels
Figure 4: Ethnic makeup, Gen Z vs older generations, June 2019
Gen Z women: providing a sense of belonging in-person is a matter of mental wellness
Figure 5: Attitudes and impact of social media usage, Gen Z women vs Gen Z men, June 2019
Big brands: build hobby-based communities to continue winning with Gen Z men
Figure 6: Attitudes towards big brands, Gen Z men vs overall June 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Adult Gen Z comprise a tenth of the Canadian population
Gen Z are the most ethnically diverse generation to date
MARKET FACTORS 
One in 10 Canadians are adult Gen Z
Figure 7: Canadian population, by age group, 2018
Gen Z are the most ethnically diverse generation to date
Immigration is the primary driver of population growth
Figure 8: Distribution of foreign-born population in Canada, by region of birth, 1871 to 2036
Gen Z are much more ethnically diverse than all older generations
Figure 9: Self-identification of ethnicity, by generation, June 2019
More diversity means a different ‘face’ of ‘mainstream Canada’
Figure 10: “I am part of mainstream Canada” (% agree), by generation, January 2018
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Free and real content is winning
Legacy brands hold weight with Gen Z men
Commitment to values must run throughout the entire organization
Traditional loyalty programs are missing the mark
Remember, Gen Z are a product of their environment
WHAT’S WORKING?
Free content is winning
YouTube ranked as a top three favourite brand for Gen Z
Streaming videos is a part of everyday life
Figure 11: Frequency of watching free videos, Gen Z vs older generations, January 2019
Speaking of content, let’s get real
TikTok is taking off with Gen Z
Online video gaming is time worth spending
Figure 12: Attitudes towards gaming, Gen Z men vs overall, November 2018
Surprise! Big brands are winning with Gen Z and Millennial men
Figure 13: Attitudes towards big brands, by age and gender, June 2019
Scaling down products to adapt to modern interests: spotlight on Bose
Figure 14: Bose, March 2018
Modernizing offerings to adapt to modern interests: spotlight on Garmin
Figure 15: Introducing the fēnix 6 series, August 2019
WHAT’S NOT WORKING?
Woke washing – values/ethics must cut across all business levels
Figure 16: “I care if brands/companies represent my personal values”, Gen Z vs older generations, June 2019
Today’s ‘on display’ culture means commitment to values has to happen at all levels
Spotlight on SoulCycle and Equinox
Traditional loyalty programs are missing the mark with Gen Z
Figure 17: Influence and perceptions of loyalty programs, Gen z vs older generations, April 2019
Gen Z men: Amazon Prime is upping the ante for all retailers
Figure 18: Select attitudes towards loyalty programs (% any agree), men 18-24 vs overall, April 2019
WHAT’S NEXT?
Career goals reflect changing times
The issue of balance may become a greater focus
Figure 19: Experienced stress and anxiety in the past year, Gen Z vs older generations, May 2019
THE CONSUMER – WHAT YOU NEED TO KNOW 
Gen Z are in a unique lifestage
Gen Z are financially minded and uncertain about the future
In-person time matters
The fundamental values of Gen Z are different than older generations
Reliance on tech leaves them feeling more isolated
GETTING TO KNOW TODAY’S GEN Z
Most aren’t adulting yet so mindset will be more self-oriented
Figure 20: Key demographics: student status, living independently, coupled and parent status, Gen Z vs older generations, June 2019
Attracting Gen Z by meaningfully linking broader interests: spotlight on Amazon Prime
Student status makes traditional loyalty programs a challenge
Figure 21: Perception of financial situation, Gen Z vs older generations, June 2019
Raise the game by supporting causes that matter
Diversity is the norm, inclusivity matters
Gen Z are the most ethnically diverse generation to date
Figure 22: Ethnic makeup, Gen Z vs older generations, June 2019
Impact: diversity creates opportunities, but some ‘traditions’ need to be re-examined
Lifestyles are also more diverse, inclusion needs to go beyond the rainbow logo
Figure 23: Identifies as being part of the LGBT+ community, Gen Z vs overall, June 2019
Improving business practices to be more inclusive: spotlight on MasterCard and Lyft
Figure 24: True Name, June 2019
STRESSORS AND GOALS
Gen Z are financially minded and uncertain about the future
Figure 25: Goals hope to achieve in next five years, June 2019
Uncertainty looms, opening up opportunities for financial institutions
Figure 26: Stressors, Gen Z vs older generations, June 2019
Weighed down by financial concerns, Gen Z women feel behind
Figure 27: “My life isn’t where I thought it would be at this point” (% any agree), Gen Z women vs overall, June 2019
Consider incorporating mental health as a component of financial education
Let’s talk about money management: spotlighting SoFi
Figure 28: Money Talks Story #1 – Sophia + Imran, December 2018
Figure 29: Money Talks Story #2 – Alyssa + Keith, December 2018
Women and money: spotlighting Visa
Figure 30: Money is Changing: The Cost, February 2019
Figure 31: Money is Changing: Pay equality in Hollywood, February 2019
FAVOURITE ACTIVITIES
In-person time matters
Tech reliance doesn’t necessarily mean a preference for alone time
Figure 32: Attitudes towards socializing (% any agree), Gen Z vs older generations, June 2019
In-person time with friends and family are favourite activities for Gen Z
Figure 33: Activities enjoyed the most (any rank), Gen Z vs older generations, June 2019
Activity preferences differ for Gen Z men and women
Figure 34: Activities enjoyed the most (any rank), Gen Z men vs Gen Z women, June 2019
Gen Z women: in-person social time counts for more, possibly out of necessity
Showcasing togetherness: spotlighting Corona
Figure 35: Together, March 2019
Friends that watch together stay together: consider promoting ‘binge’ nights
Building communities from common interests will win over Gen Z men
If you build it, they will come - consider promoting video game meet ups
CONNECTING WITH GEN Z VALUES
The fundamental beliefs of Gen Z are unique from all other generations
Figure 36: Top five most important values Canadians should have, Gen Z vs Millennials vs older generations, June 2019
Emphasis on a willingness to change – in their words
Gen Z are a product of their time: they’re paying attention and thinking critically
Diversity is the norm - differences are embraced, not ‘tolerated’
Figure 37: ‘Sense of community’ and ‘tolerance’ as the most important value Canadians should have, Gen Z vs older generations, June 2019
Gen Z hold a more global view of people and categories
It’s personal - brands represent who they are
Figure 38: ‘The brands I use reinforce the image I want to portray’ (% any agree), Gen Z vs older generations, June 2019
Brands that ‘walk the walk’ are noticed – in their words
Gen Z are paying attention to social and environmental issues
Figure 39: Issues concerned about, Gen Z vs Millennials vs older generations, June 2019
Affordable education and diversity matter to Gen Z…
Figure 40: Trixie Mattel Presents Home of the Brave: Getting Ready, June 2019
…so does climate change and waste reduction
Finding ways to close the loop: spotlight on Adidas
Choosing commitment to values over profits: spotlight on Patagonia
IMPACT OF LIVING ‘ON DISPLAY’
Greater digital connection leaves Gen Z feeling more isolated and judged
Figure 41: Attitudes and impact of social media usage, Gen Z vs Millennials vs older generations, June 2019
The impact of living ‘on display’ is hitting Gen Z women harder
Figure 42: Attitudes and impact of social media usage, Gen Z women vs Gen Z men, June 2019
Gen Z have less ‘anchor’ points for self-identity
Figure 43: Correspondence analysis – Symmetrical map – Generational perspectives, June 2019
Building communities around other ‘identity anchors’ will matter
Bonding over loss: spotlight on Pet Loss Café
Want to work out your mental health? Spotlight on the Fika emotional fitness app
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Correspondence analysis
Figure 44: Generational perspectives, June 2019
Abbreviations
Terms

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