Catering to Gen Z Through the Lens of a Canadian Agency

Image credit: Kimson Doan via Unsplash

Marketers today are targeting gen z for their influence, strong opinions and spending power. However, are we truly listening to the needs of this generation? And if so, how exactly are we listening? There are still discussions and research being done to truly understand how gen z should or should not be marketed to. 

With the typical gen z consumer today, everything is done via social media. As a result, brands are often built through social channels with a gen z audience. According to the Pew Research Centre, the average gen z'er spends nine hours and 36 minutes online a day with a significant portion of that time spent on social media. The question 'how should brands cater to gen z' can be easily answered with social media. Yet, marketers still do not fully understand how to leverage/market to them. Here are four points brands need to pay attention to when marketing to these 'digital natives' through a Canadian agency’s perspective. 

1. The Canadian Market is an Opportunity, Not an Afterthought

First things first, the Canadian market is different compared to the US. Do not assume that advertising that works in the US will translate in the Canadian market. Brands need to recognise and embrace that there are nuanced approaches when leveraging Canadian topics and niches effectively. Paying attention to this country’s details and intentionally directing your marketing efforts towards this audience can garner both recognition and tangible results. Canada has a unique culture, especially among gen z. Seizing opportunities within them can lead to genuine connections and long-term success as it is a diverse and dynamic market. 

2. Understand Gen Z and How They Consume Content

While we have extensive research on gen z, marketers still have difficulty seeing eye to eye with them. We first need to recognize that this demographic has the most buying power in today’s economy and will continue to have it in the future. With the research we already have on gen z, we need to start acknowledging its value. For example, most (if not all) TV commercials are then trickled down to social - usually as a cutdown version, rather than a format that is native to the platform. Gen z'ers value interaction and participation, so brands need to learn to engage in their language. When brands actively listen to gen z - be it through polls, interactive campaigns, or answering comments - they are able to grasp the young consumers’ attention almost fully at under priced attention.

3. Utilise Social Media as an Insights Engine

Social media platforms have proven to be more than just channels for promotions. We can pay close attention to what is being said and gain valuable insights into the preferences and behaviours of the masses. As previously stated, engaging with comments, analysing insights, and understanding how the algorithm works, are all lessons on how to effectively communicate with gen z. Social platforms give us the ability to monitor performance metrics that offer real-time feedback on whether the content is resonating with the audience or not. On the brand side, trust your agency with the content they are exposing. They’re most likely listening to what your consumers want to see. What works can be doubled down and what doesn’t is a lesson learned. Combining that with the understanding that all platforms offer unique opportunities and challenges (i.e what may work for TikTok may not work for Instagram Reels) can allow brands to tailor what they are showcasing for maximum impact. 

4. Marry Platforms and Culture

In the vigorous landscape of today’s digital marketing, unifying platforms with culture is essential for brands if their goal is to remain relevant and truly resonate with their audience. Timing is everything when it comes to leveraging cultural moments and brands, along with their agencies, must act quickly to capitalise on the moment. For example, when Meta’s Vision Pro was released, joining the conversion immediately was crucial for success and anything delayed resulted in lacklustre performance. Finding the balance between evergreen content to nurture existing consumers and topical pieces to attract new followers is important. The objective is not just to create culture but to become an integral part of it. 

To cater to this unique generation, in a market as unique as Canada, we need to 'teach less, learn more.' Challenge the traditional advertising norms by embracing the philosophy that losing is learning. This demographic pays close attention to how closely you pay attention to them. Rather than pouring energy on making culture, be a part of the culture that is already there - especially in a market that is as underappreciated as Canada's.