In marketing, brands live and die by data. And in a world where there’s a metric for just about everything, one group refuses to fit into a single checkbox. Gen Z— the cohort of Canadians aged 10-24 born between 1995 and 2009—have tended to elude marketers. After all, how do we quantify or qualify a group of youth whose own self-definitions are constantly evolving? For the first time ever, we’re doing just that. Introducing our first-ever Gen Z Census—our deep-dive into everything Gen Z.
Gen Z hasn’t been accurately captured by census data because they don’t all fit into the same box. So, for our first-ever Gen Z Census, we gave hundreds of them as many boxes as they needed to truly tell us who they are.
What we learned is that Gen Z is a highly coveted, yet poorly understood demographic. Despite being the most diverse group yet, when it comes to representation in marketing, 52% of Canadian Gen Zs reported that they do not feel well-represented. That means there’s a significant marketing opportunity available to those capable of better capturing their lived experience. Striving for better representation in marketing and allowing Gen Z to see themselves in the face of their favourite brands would invoke confidence and a deeper connection
Download the Gen Z Census report to learn how to better represent this generation in your marketing by understanding their viewpoints, sexual preferences, family makeup, ethnicity, future career aspirations, and more.