Generation Z, also known as Gen Z is the demographic cohort succeeding Millennials.

This generation, made up of those born in the mid-90s to early 2000s, has quietly risen to comprise 20% of the Canadian population holding $50 billion+ in buying power.

Amplify surveyed 357 Gen Z consumers aged 16-24 from across Canada in mid-March to understand how they were reacting and adapting to the COVID-19 crisis. We inquired about employment status, mental health, their biggest concerns, challenges, preferred learnings mediums, online behaviour, attitudes towards advertising, and plans for the post-pandemic world.

Click here to download our report.

If you’re interested in reading our national study on Gen Z consumer behaviour, click here.

Gen Z Facts

  1. Gen Z was born into a mobile world
    These consumers grew up with the internet and cell phones. They are the first generation to grow up with this technology, making them highly tech-savvy, impatient, and mobile obsessed.
  2. They are financially-minded
    This generation witnessed the effects of the 2008 recession. The financial crisis molded these consumers who now worry about their future and their finances. They are entrepreneurial, keen to become highly educated and choose practical career paths.
  3. They are highly progressive
    Influenced by a progressive decade from 2000-2010, Gen Z is driven by social movements, civic engagement, and sustainability. Gen Zs are eager to vote and have their opinion heard.

If you’re interested in learning more about Gen Z and how you can prepare your organization for this segment, Amplify would love to help!