Social media leads Canadian Generation Z’s shopping needs

For millennials, a brand’s social responsibility is a major factor influencing their purchasing behavior. Millennials value authenticity from brands, but Generation Z has higher expectations, requiring brands to take action and give back .

Therefore, it is important for brands looking to influence the way Generation Z shop and manage their finances to be attuned to this demographic’s consumer attitudes. This will also help determine which brand messages resonate with youth culture.

As for marketing methods, the marketing methods for Generation Z are also different from those for other groups . Surveys show that most Generation Z get their main shopping inspiration from social media.

According to PwC’s 2021 Holiday Outlook Survey, social media puts products in real-life contexts that are relevant to young people , with 80% of Canadian Gen Z adult respondents saying that social media ads have a significant impact on their shopping behavior , compared to only 63% of millennial respondents who said social media ads influence their purchasing behavior.

Among them, Instagram and YouTube are the top destinations for product inspiration and purchases for this group . PwC's Generation Z respondents pointed out that they will spend 74% of their time shopping on the social networking site Instagram platform , followed by YouTube at 71%.

In addition, Generation Z adults also consider the values ​​of a brand when making a purchase . According to a YouGov survey of adults worldwide in August 2021, 25% of 18 to 24-year-olds said they prioritize a brand’s values ​​before making a purchase. Although this age group has less purchasing power than older age groups, Generation Z consumers prioritize price less than consumers of all other age groups when choosing products .

Marketing in social media has proven to be effective in attracting young people , and when developing branded content that is entertaining or conveys brand values, short videos have the greatest potential to attract this audience.

For cross-border sellers, social media marketing is also a good channel for traffic generation, but the cost and quality of the traffic still need to be considered before generating traffic, otherwise it may backfire.

Canada

Social Media

Shopping needs