Marketing to Gen Z: 5 Key Insights for Canadian Brands
Gen Z isn’t just on social media, they’re shaping it. And if you’re marketing in Canada, you’ve got an even more unique audience on your hands.
Born between the mid-1990s and early 2010s, Gen Z is digital-native, deeply values-driven, and ready to call out inauthenticity in a heartbeat. If you want to connect with them, it takes more than trendy graphics and TikTok dances.
Here’s what you need to know.
1. They Crave Authenticity, Not Just Aesthetic
Gen Z wants real. Forget the overly curated, filtered perfection of the past. They’re drawn to brands that show personality, admit mistakes, and share behind-the-scenes moments. In fact, 82% of Canadian Gen Z consumers say they trust a brand more when it uses real customer testimonials or behind-the-scenes content.
OMG Tip: Try posting an unpolished “day in the life” or a quick video from your phone instead of a polished Canva graphic. Watch how your engagement shifts.
2. Video Content Wins Every Time
Short-form video still reigns supreme. Whether it’s TikTok, Reels, or YouTube Shorts, Gen Z wants to consume content quickly - and it better be entertaining, educational, or both. Use humour, storytelling, and sound trends to keep them watching.
OMG Tip: Not sure what to film? Start with a trending audio and pair it with a FAQ, product tip, or quick tutorial. Keep it under 30 seconds for max impact.
3. They’re Big on Social Causes
Gen Z wants brands that stand for something. That includes sustainability, diversity, and mental health. Canadian Gen Zers are especially proud of their country’s progressive values so don’t be afraid to speak to that. If you’re supporting a local cause or promoting Canadian-made products, say it. They want to buy from brands that align with their beliefs.
OMG Tip: Spotlight your values in your bio or highlight reel. Even better: feature real people (employees, customers, creators) who embody those values.
4. The “Proud Canadian” Movement Is Having a Moment
From fashion to food to local creators, Gen Z is embracing Canadian culture like never before. Highlighting your Canadian roots, showcasing regional pride, and using homegrown hashtags can help your brand feel more relatable and relevant. Think: “Made in Canada,” “Support Local,” and even nods to Canadian slang or humour.
OMG Tip: Try tapping into Canadian-specific trends or events (like local festivals, hockey playoffs, or Tim Hortons memes) to instantly build cultural connection.
5. They Want to Be Part of the Conversation
Gen Z doesn’t just consume, they contribute. They’ll remix your content, tag their friends, or stitch your video to add their two cents. So ask questions, encourage comments, and make content that invites interaction.
OMG Tip: End your post with a call to action like “What do you think?” or “Tag a friend who needs to hear this.” It’s a small shift that can drive a big boost in engagement.
Final Thoughts
Marketing to Gen Z means getting honest, creative, and intentional. They want more than a pretty post, they want to feel something when they see your brand. Whether you’re highlighting your Canadian pride or showing the humans behind the brand, connection is the name of the game.
Want help creating content that actually speaks to Gen Z Canadians?
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