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Generation Z in Canada 2021

The Youth Segment Assumes Priority for Many Brand Marketers

About This Report
Move over, millennials: The new kids in town, Gen Z, have claimed the crown as most sought-after demographic for brands. With their deep digital nativity and social influence, this generation is making its mark on society and brand strategy.
Table of Contents

Executive Summary

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. But it’s the unique perspective of these youth that makes them different from millennials and requires a rethink from brands targeting these coming-of-age consumers.

What are the top digital attributes of Gen Z in Canada?

Gen Z consumers are more engaged across every digital behavior—including social media, smartphone usage, and digital video. They also rely on these tools in almost every aspect of their lives, including schoolwork, connecting with family and friends, and expressing viewpoints and personality.

What sets Gen Z apart from millennials?

Millennials were the original digital natives, but Gen Z takes it to the next level in terms of engagement. They’re on the leading edge of discovering and bringing new platforms like TikTok mainstream. There’s also a distinct ideological streak in Gen Z, which makes them hyperaware of social responsibility, social justice, and the sustainability efforts of brands.

What brands are exhibiting best practices in Gen Z marketing?

Brands that appeal to the Gen Z mindset and show tangible support for causes have established a connection and have gained privileged access to these consumers. But it’s not just messaging that matters: Meeting them in the channels where they spend their time is critical.

WHAT’S IN THIS REPORT? Our latest forecast for Gen Z internet and smartphone usage, social media usage, and digital video viewership in Canada. It highlights how Gen Z spends time and money and which brands are doing the best job of engaging them.

KEY STAT: 99.0% of adult Gen Z consumers ages 18 to 24 use social media, higher than any other age group by far.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

6expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Understanding Gen Z in Canada
    1. The Opportunity: Appealing to the Gen Z Mindset
    2. Acting on the Opportunity: Brand Examples From Canada
    3. Insider Intelligence Interviews
    1. Read Next
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Rob Christensen
    Vice President of Advanced TV
    Interviewed October 28, 2021
    Adam Grogan
    Greenleaf Foods
    Interviewed October 19, 2021
    Candy Lee
    HelloFresh Canada
    Interviewed October 15, 2021
    Steve Levy
    Ipsos Canada
    Interviewed October 14, 2021
    David O’Leary
    Kind Wealth
    Founder and Principal
    Interviewed October 29, 2021
    Peyton Verhoeven
    Think Gen Z
    Interviewed November 3, 2021


    Paul Briggs


    Angela Kim
    Senior Researcher
    Lisa Phillips
    Principal Analyst, Digital Health
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