Following the Millennial generation, Generation Z is the most recent group of consumers that brands and companies will need to understand and adapt to in order stay relevant. This generation, born between 1995 and 2015, represent approximately 20% of the Canadian population. In order to ensure that our clients are primed for success with "Gen Z", we published a white paper (along with partners Passages Marketing and Canidé) that explored this generation's perceptions and attitudes in nine areas of interest, including:

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-General outlook on life and happiness

-Relationship to technology

-Social media

-Communications

-School and education

-Relationships with brands

-Relationships with fashion and clothing

-Social issues

-Food and eating habits

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If you would like to receive a copy of our report and key findings, please contact christine.melancon@callosum.ca