By Will Novosedlik

In the 2021 Canadian census, Gen Z represented approximately 30% of the population, an estimated 12.75 million strong in 2021, behind the behemoth Millennial and Baby Boomer generations, and closing in on Gen X. And so, naturally, speaking this group’s language is becoming critical for brands.

Market research company Mintel has provided prognostications concerning the seemingly elusive Generation Z in a new report, entitled 4 Facts About Gen Z Consumers and the Opportunities They Present for Brands.

The research begins by defining Gen Z as the generation born between 1997 and 2010. In 2023, members of this demographic are between the ages of 13 and 26. It immediately debunks the attributes commonly associated with them, such as that they are “healthy eaters, eco-conscious buyers, and consumers with a deep mistrust of big brands.” According to Mintel, while these attributes are loudly touted by the media, they are, in fact, wrong.

While this group straddles childhood and adulthood, an increasing share of it is making the transition into adulthood and could use support establishing their identity, housing shifts, career navigation, partnership and parenthood. They have never known a world without the internet, so consequently are more likely than older generations to trust, use and be interested in the future of technology. They are particularly interested in AI, AR and the Metaverse, which means there are even more routes for connection and communication. They are also more diverse than any generation that came before them. And finally, Gen Z are likely to associate sustainability with social justice rather than economic viability.

Gen Z is not happy about the present: 64% agree that their life is not where they thought it would be at this point, and 54% feel like they missed out on their teenage years due to the pandemic.

Brands will connect to these consumers by acknowledging their dissatisfaction. Financial wellness training will have strong appeal to this group, given that more than half of this group wants to learn how to save money. They prioritize mental health over healthy eating, a sign that anxiety-provoking current events and uncertainty about the future are taking a toll. And they are looking for ways to express themselves after having been cooped up for so long by the pandemic. Brands will need to infuse their missions with social justice themes in order to be relevant.

Now, the 4 opportunities:

1: Shift the focus from experiences back to things. Being attached to screens for so long has made the physical world a novelty. Digital is still a must-have, but tangible objects are gaining more of their attention than in recent years with the focus on experiences.

2.Make quality the goal, not quantity. Gen Z is shifting away from fast fashion in favour of quality pieces. Even among affordable items, quality messaging will win the day.

3. Create immediate reactions with images and video. The preference for immediate and image-forward interaction can be seen in Gen Z’s heavy use of social media and video chat, and their under-use of email.

4. Embrace virtual technology as adoption grows. Brands that use technology will greatly appeal to Gen Z. They view themselves as early adopters. Over 25% say they like to be the first to try new tech, Especially before it is available to the public.