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The Canadian population is going through a generational shift. There are now more Canadians over the age of 65 than under 15. However, a new generation of Canadians is emerging and they’ve started to enter the workforce. Representing 22 % of the Canadian population, the members of Generation Z are mobile natives and highly connected. How has this unfettered access influenced their approach to brands, experiences, and retail?

Gen Z grew up in the era of austerity. They lived through the Great Recession, which had a profound influence on their values and beliefs. Kantar’s Canada MONITOR 2018 reports that 71% of Gen Z Canadians feel that they can make a difference in the world around them through their choices and actions.

When it comes to shopping, they are looking for a good time. According to Kantar’s ShopperScape®, 68% of Gen Z Canadians feel that it is important to enjoy themselves when shopping.


Download the infographic for a holistic view of this new generation’s values, shopping patterns, and preferences:


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Gen Z: A quick reference on today’s Canadian youth



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