Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Appealing to the Gen Z shopper in Canada

Canada’s Generation Z—the kids and young adults in the country born between 1997 and 2012—is a lucrative demographic for brands, especially as it ages into higher levels of income.

Targeting Gen Z is unlike marketing to any other group. For this uber-connected consumer, expectations for brands are higher:

  • Whereas social responsibility from brands was a priority for millennials, social justice is the expectation for the younger age group.
  • Millennials valued brand authenticity, but Gen Z’s expectations are higher and demand brand action and giving back.

Being in tune with such attitudes is important for brands looking to influence how Gen Z shop and manage money. It will also help determine what brand messages resonate with youth culture.

Gen Z gets their primary inspiration to shop from social media. According to PwC’s 2021 Holiday Outlook survey, 80% of Gen Z adult respondents in Canada said social media advertisements were the largest influence on their purchases. A significant reason for the efficacy of social media is paid influencers, which command the attention of Gen Z consumers and place products in real-life situations relatable to youth. Significantly fewer millennial respondents, 63%, said social media ads were their top purchase influence.

Instagram and YouTube are the top destinations for product inspiration and purchases. The PwC Gen Z respondents noted Instagram as the top social site for shopping 74% of the time, followed by YouTube at 71%. That differed significantly from millennials, who chose Facebook as their top social media channel for shopping 72% of the time. Only Gen Z didn’t list Facebook as their primary social commerce channel.

Gen Z adults consider a brand’s values when making a purchase. According to YouGov’s August 2021 polling of adults worldwide, 25% of those ages 18 to 24 said they prioritized a brand’s values before making a purchase. Even though this age group has lower purchasing power than older age groups, price priority was less evident in Gen Z adults than all other cohorts.

Our Take: Since Gen Z relies on social media to learn about products and advance their purchase journey, brands targeting them should focus heavily on platforms like Instagram, YouTube, Snapchat, and TikTok for organic and paid promotion. Influencer marketing in social media has proven effective for engaging youth. The same applies for content marketing: In developing branded content that entertains or communicates brand values, short videos are most likely to engage this audience.