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    Meet Generation Z

    Insights to lead the pack

    Generation Z is set to upend the trajectory of retail. Discover how to engage this new shopper segment.

    Time for a Plan Z

    The first true digital generation are coming of age. They have an intimate relationship with technology and a keen awareness of global and social issues. Ecommerce brands must keep up with them or fall behind.

    How Gen Z compares to previous generations

    Gen Zers have real buying power and big plans to ramp up their online spend.

    Income

    Gen Z $79,942

    Millennials
    $107,008
    Gen X
    $124,604
    Boomers
    $93,965

    Online orders (per year)

    Gen Z 21.5

    Millennials
    26.4
    Gen X
    33.6
    Boomers
    23.2

    % Planning to buy more online next year

    Gen Z 34%

    Millennials
    30%
    Gen X
    23%
    Boomers
    17%

    As their buying power increases, Gen Zers will become the leading drivers of ecommerce growth.

    A third (34%) of Gen Zers plan to buy more online next year than in the past year. That's a bigger uptick in shopping activity than any other generation.

    4 key takeaways for engaging Gen Z

    1. Tap into the power of social media

    To learn about new brands and products, Gen Zers often, almost always or always consult:

    Social media sites

    Gen Z 33%
    Millennials
    23%
    Gen X
    11%
    Boomers
    6%

    Social media influencers

    Gen Z 22%
    Millennials
    17%
    Gen X
    7%
    Boomers
    3%

    Blogs

    Gen Z 22%
    Millennials
    21%
    Gen X
    13%
    Boomers
    10%

    2. Share your purpose and values

    Before buying from a retailer, Gen Zers consider the retailer's values, including whether it:

    Protects the environment

    Gen Z
    20%
    Millennials
    15%
    Gen X
    12%
    Boomers
    11%

    Treats their employees well

    Gen Z
    19%
    Millennials
    14%
    Gen X
    12%
    Boomers
    11%

    Carries sustainably and/or ethically sourced products

    Gen Z
    18%
    Millennials
    12%
    Gen X
    8%
    Boomers
    8%

    3. Make checkout flexible

    Gen Zers look for flexible checkout options, including:

    Multiple payment options

    Gen Z 49%
    Millennials
    43%
    Gen X
    36%
    Boomers
    40%

    A guest checkout option

    Gen Z 44%
    Millennials
    41%
    Gen X
    33%
    Boomers
    33%

    A buy now, pay later option

    Gen Z 29%
    Millennials
    23%
    Gen X
    12%
    Boomers
    6%

    4. Offer a seamless last mile experience

    Gen Zers avoid repeat purchases from retailers that:

    Don't provide tracking information

    Gen Z
    38%
    Millennials
    36%
    Gen X
    31%
    Boomers
    24%

    Lack flexible delivery/pickup options

    Gen Z
    31%
    Millennials
    30%
    Gen X
    26%
    Boomers
    18%

    Don't deliver to a secure location

    Gen Z
    33%
    Millennials
    26%
    Gen X
    22%
    Boomers
    17%

    Ecommerce from A to (Gen) Z

    We need to look ahead to avoid falling behind. Gen Z is what's ahead for ecommerce.

    Meet Gen Z

    Our latest online shopper report, based on a survey of 5,000 Canadians, explores how Gen Z is shaping the future of ecommerce.

    In this new report, we explore:

    • How Gen Zers compare to other generations
    • What drives great online shopping experiences for Gen Z
    • How to prepare for the rise of Gen Z with a solid Plan Z

    Get a head start on your Plan Z

    Download the report

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    About the research

    All statistics cited above were sourced from Phase 5's Canadian Online Shopper Study (May 2022), unless otherwise noted. This study is based on a survey of more than 5,000 Canadian adults (aged 18 and older) who shop online, and it was conducted in French and English. Respondents were representative of the Canadian population on key demographic variables, including age, gender and region.

    Meet Generation Z