Gen Z: Digital Natives Driving Social Commerce

Born between 1997 and 2012, Gen Z is the first truly digital-native generation. Their consumer behavior is characterized by:

• Heavy reliance on social media for product discovery and purchasing
• Preference for brands that align with their values, especially sustainability and social justice
• High expectations for personalized experiences and instant gratification

Research Strategy: To effectively study Gen Z, focus on social media analytics, mobile surveys, and online focus groups. Platforms like TikTok and Instagram are goldmines for understanding Gen Z trends.

Millennials: Experience-Seekers Reshaping Brand Loyalty

Born between 1981 and 1996, Millennials are now in their prime earning and spending years. Their consumer behavior includes:

• Prioritizing experiences over material possessions
• Strong preference for brands that offer authenticity and transparency
• High adoption of mobile and digital payment methods

Research Strategy: For Millennials, combine social media listening with in-depth interviews and online surveys. Focus on understanding their values and how they relate to brand choices.

Gen X: The Forgotten Middle Child with Significant Buying Power

Born between 1965 and 1980, Gen X often gets overlooked in marketing discussions, but they hold substantial purchasing power. Their consumer behavior features:

• A mix of traditional and digital shopping habits
• Strong brand loyalty when treated well
• Preference for straightforward, no-nonsense marketing

Research Strategy: For Gen X, use a combination of online surveys, phone interviews, and analysis of loyalty program data. Don’t underestimate the power of email marketing for this group.

Baby Boomers: Traditional Values Meet Digital Adoption

Born between 1946 and 1964, Baby Boomers are adapting to digital technologies while maintaining some traditional consumer behaviors:

• Increasing comfort with online shopping, especially post-pandemic
• Strong focus on value for money and product quality
• Preference for detailed product information and excellent customer service

Research Strategy: For Boomers, combine traditional methods like telephone surveys and focus groups with digital approaches like email surveys and website analytics.

Key Trends Across Generations

While each generation has its unique characteristics, some trends are reshaping consumer behavior across all age groups:

1. Sustainability Focus: All generations are showing increased interest in eco-friendly and sustainable products, with Gen Z leading the charge.
2. Digital-First Shopping: The pandemic accelerated online shopping adoption across all age groups, with even older generations becoming more comfortable with e-commerce.
3. Personalization Expectations: Consumers of all ages now expect personalized experiences, though the level of personalization desired varies by generation.
4. Influence of Social Media: While more pronounced in younger generations, social media is influencing purchasing decisions across all age groups.

Conclusion: Tailoring Your Approach

Understanding generational differences is crucial for businesses to create effective marketing strategies and product offerings. By tailoring your approach to each generation’s preferences and behaviors, you can better connect with your target audience and drive growth. Remember, while generational insights are valuable, it’s important not to overgeneralize. Individual preferences within each generation can vary widely. Always combine generational research with other demographic and psychographic data for a more comprehensive understanding of your target market. By staying attuned to these generational nuances and adapting your strategies accordingly, you’ll be well-positioned to succeed in today’s diverse and ever-changing consumer landscape.

Ready to Unlock Generational Insights for Your Business?

At Ethos Market Research, we’re experts in unraveling the unique qualities that define each generation. Our team blends innovative research techniques with real-world experience to provide insights that help your business connect with today’s diverse market.

Don’t let generational differences hold your business back. Let us help you understand your multi-generational audience and grow together. Ready to dive in? Reach out today!

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The Changing Face of Canada

Canada’s demographic makeup is undergoing a dramatic transformation:

• By 2041, visible minorities are expected to represent up to 38% of Canada’s population.
• The purchasing power of ethnic minorities is growing significantly, influencing market trends.
• Cultural identity is becoming more important to consumers, with many seeking brands that resonate with their ethnicity.

This shift presents both challenges and opportunities for businesses looking to connect with diverse consumer segments.

The Power of Online Ethnic Panels

Online ethnic panels offer a targeted approach to market research, allowing businesses to tap into specific cultural groups efficiently and effectively. Here are some key benefits:

Rapid Insights

Online ethnic panels provide quick access to pre-screened respondents who are ready and willing to participate in research. This dramatically reduces the time needed for recruitment and fieldwork, allowing businesses to gather insights faster than ever before.

Cost-Effectiveness

Compared to traditional recruitment methods, online ethnic panels are highly cost-effective. By eliminating the need for extensive screening and recruitment processes, businesses can allocate their resources more efficiently.

Higher Participation Rates

Members of ethnic panels have already opted in to participate in market research, leading to higher response rates and more engaged participants. This results in richer, more reliable data.

Cultural Nuance and Authenticity

Ethnic panels allow researchers to delve deep into the cultural nuances of specific communities. This leads to more authentic insights that can inform culturally sensitive marketing strategies and product development.

Diverse Research Methodologies

Online ethnic panels support a wide range of research methodologies, including online surveys, in-depth interviews (IDIs), focus groups, mobile ethnographies, and in-home usage tests (IHUTs). This versatility allows researchers to choose the most appropriate method for their specific research objectives.

Leveraging Ethnic Panels for Ethnographic Insights

Ethnographic research provides a deep understanding of consumer behavior within cultural contexts. Online ethnic panels enhance this approach in several ways:

Rich Demographic Data

Panel members typically share extensive personal information during registration, including demographic, household, and behavioral data. This allows researchers to quickly identify and recruit participants who meet specific criteria.

Temporal Insights

Ethnographic stories derived from panel research are temporal, establishing meaningful links between events in consumers’ lives. This sequential understanding helps businesses map out consumer journeys and identify key touchpoints.

Granular Details

Online ethnic panels facilitate the collection of intricate details about consumers’ lives. This granularity allows businesses to create more accurate consumer personas and tailor their offerings accordingly.

Emotional Texture

Ethnographic insights from ethnic panels are often suffused with emotional texture, enabling organizational members to empathize with consumers. This emotional connection can drive more impactful marketing strategies and product innovations.

Key Considerations for Effective Ethnic Panel Research

To maximize the benefits of online ethnic panels, researchers should keep the following considerations in mind:

1. Cultural Sensitivity: Ensure that research materials and methodologies are culturally appropriate and respectful.
2. Language Proficiency: Offer surveys and interviews in multiple languages to accommodate participants’ preferences.
3. Representation: Strive for a balanced representation of different ethnic groups within the target market.
4. Intersectionality: Consider how various aspects of identity (e.g., ethnicity, age, gender) intersect and influence consumer behavior.
5. Contextual Analysis: Interpret findings within the broader context of cultural norms, values, and traditions.

Bringing It All Together

As Canada’s population becomes increasingly diverse, online ethnic panels offer a powerful tool for businesses to gain deep, culturally nuanced insights. By leveraging these panels, companies can develop more effective multicultural marketing strategies, create products and services that resonate with specific ethnic communities, and build stronger connections with diverse consumer segments.In the evolving landscape of Canadian market research, online ethnic panels are not just a trend – they’re a necessity for businesses looking to thrive in a multicultural marketplace.

Take Action with Ethos Market Research

Ready to unlock the power of ethnic panels for your market research needs? Ethos Market Research offers North America’s most diverse panel, providing unparalleled access to a wide range of ethnic communities. Our expert team can help you design and execute research that delivers authentic, actionable insights to drive your business forward in Canada’s multicultural market.

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Qualitative research is changing rapidly, driven by new technology and evolving participant behavior. As the digital world expands, traditional research methods are being supplemented—and sometimes replaced—by virtual options. Virtual focus groups and online communities are now key tools, giving researchers greater access to a wider range of participants and richer, more detailed data.

The Rise of Virtual Focus Groups

Virtual focus groups have become more popular in recent years, offering several benefits over traditional, in-person sessions.

Cost-Effectiveness

A major advantage of virtual focus groups is their cost savings. Traditional focus groups can cost anywhere from $25,000 to $75,000 for a single day, while virtual sessions are far more affordable. Key reasons include:

• No travel expenses
• No need for physical venues
• No catering costs
• Lower participant incentives due to increased efficiency

Convenience and Accessibility

Virtual focus groups provide unmatched flexibility for researchers and participants alike:

• Clients and stakeholders can join remotely, avoiding travel constraints.
• Participants can take part from home, making them more willing to engage.
• Pre-recorded presentations allow for flexible viewing, something that traditional groups cannot offer.

More Detailed Responses and Data

The online format often leads to more thoughtful and thorough feedback. Without the pressure of a live setting, participants tend to take more time with their responses. Additionally, virtual groups can include more participants, leading to a greater variety of insights. Geographic limitations are also reduced, allowing for broader participation.

The Power of Online Communities

Online communities have become an essential tool in modern qualitative research. They offer a space where researchers can collect meaningful feedback and engage participants in a variety of ways.

Flexibility in Research Methods

These communities allow researchers to apply different techniques based on their goals:

• Asynchronous research that can last days or months
• Journaling and diary studies to track ongoing behavior or thoughts
• Pre- and post-research tasks to explore different angles
• Digital ethnography and co-creation exercises to engage participants interactively

Richer, Multimedia Feedback

Online platforms encourage creative and detailed responses. Participants can upload videos, images, and other media to illustrate their points. With the flexibility of participating in their own time, respondents often provide more thoughtful answers. Researchers can also track changes in opinions or behaviors over time.

Strong Security and Privacy Standards

Data security is a priority in online research, and most platforms meet international standards:

• Compliance with privacy laws like GDPR
• Watermarking and other safeguards to protect sensitive content

How Technology Is Changing Qualitative Research

Technology is reshaping qualitative research in several key ways, making data collection and analysis more efficient.

AI-Driven Data Analysis

Artificial intelligence (AI) and machine learning (ML) tools are making the analysis of qualitative data faster and more accurate. They enable:

• Automatic transcription of interviews and discussions
• Sentiment analysis to identify key trends
• More reliable, less biased data interpretation

Digital Ethnography

Researchers can now engage with participants in their everyday digital environments. Social media platforms and online forums provide valuable, unfiltered insights into real behavior and opinions. Virtual environments also offer new ways to observe cultural and social trends.

What’s Next for Qualitative Research?

Several trends will continue to shape how qualitative research evolves in the coming years:

Combining Methods

The most effective research will blend both virtual and traditional methods. Using a combination of qualitative and quantitative techniques, and mixing online and in-person interactions, will give researchers a fuller picture of participants’ views.

Ethics and Responsibility

As research methods shift, ethical considerations are more important than ever:

• Ensuring participants’ privacy and data security
• Being transparent about data collection and analysis
• Addressing biases in AI-driven analysis

Developing New Skills

Researchers will need to adapt and expand their skill sets:

• Becoming proficient with digital tools and platforms
• Learning data analytics and AI technologies
• Improving critical thinking and project management skills to handle more complex projects

Wrapping Up

Virtual focus groups and online communities represent an important shift in qualitative research. These digital methods provide greater accessibility, cost savings, and more detailed insights. As research continues to evolve, those who adopt these new approaches will be in a stronger position to understand human behavior and experiences.

At Ethos Market Research, we help our clients make the most of these digital innovations. Whether you’re looking to run virtual focus groups, engage online communities, or explore new research methods, we have the experience and tools to deliver results. Interested in enhancing your research?

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The Rise of Free Books

For the first time in 2023, Canadians acquired more books for free than they purchased. While 47% of print readers still paid for their books, a significant 51% turned to free sources. This shows a shift toward more budget-friendly ways of accessing literature, reflecting Canadians’ resourcefulness in feeding their love for books.

How Many Books Do Canadians Read?

Canadian readers fall into diverse categories when it comes to their reading habits:

• 52% read between 1 to 5 books.
• 25% read 6 to 11 books.
• 16% tackled anywhere from 12 to 49 books.
• 7% are avid readers, going through 50+ books.

Most readers are in the moderate range, but there’s a passionate group of book lovers keeping bookstores busy!

Print vs. Audiobooks: The Format Debate

Despite living in a digital age, print books still dominate, with 59% of Canadians preferring the feel of a physical book. Audiobooks, however, are gaining popularity—13% of readers now opt for this format, up from 8% in 2019.

Reading Habits: A Regular Activity

Encouragingly, reading remains a frequent pastime for many Canadians:

• 49% read or listened to books weekly.
• 31% made reading part of their daily routine.

Amid busy schedules, it’s clear that Canadians are finding time to dive into stories and explore new ideas.

Shifting Genre Preferences

Canadian readers’ tastes are evolving:

• Adult fiction remains the most popular genre.
• Children’s and young adult books are seeing more attention.
• Romance novels are experiencing a surge, now making up 15% of all fiction purchases, up from 13% in 2022.

The Social Side of Reading

More Canadians are participating in book clubs and attending literary events, both online and in-person. This trend highlights the communal nature of reading, as people connect over shared stories.

Looking Ahead

These trends show a vibrant reading culture in Canada. Whether you’re a dedicated daily reader or just pick up a book occasionally, today is the perfect excuse to celebrate. Grab a novel, explore a new genre, or join a book club—and be part of Canada’s thriving literary community.

Searching for a Canadian Market Research Firm?

Are you looking for a reliable partner in market research to help your business grow? Ethos Market Research is here for you. Since 2016, we’ve been providing trusted, end-to-end research solutions for top industry professionals. Our mission is to deliver real market intelligence using the latest methodologies and best-in-class techniques, all while keeping costs down.

Why Work with Ethos?

At Ethos, our team is passionate about market research and deeply understands client needs and preferences. With strong market research backgrounds, our experts bring extensive experience to the table. Plus, our multilingual skills and global perspective mean we can handle your research needs no matter where you are.

Let’s Connect:

Phone: 1-800-525-4134
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Reach out to us today and let’s work together to achieve your business goals and succeed in the global market!

Marketing Missteps and Public Backlash

Blake Lively, the film’s lead actress, has been at the forefront of a marketing campaign that many have deemed tone-deaf and insensitive. The promotional efforts have included encouraging audiences to “grab your friends, wear your florals,” and treat the film’s premiere as a social event. This approach has been likened to marketing for a romantic comedy, which starkly contrasts with the film’s serious themes of abuse and survival. Critics argue that this strategy trivializes the experiences of domestic violence survivors and potentially alienates the very audience the film aims to reach. The disconnect between the marketing tone and the film’s content has led to accusations of insensitivity and a failure to grasp the gravity of the subject matter.

Domestic Violence in North America: A Data-Driven Perspective

To fully understand the context and importance of It Ends With Us, it’s crucial to examine the statistics on domestic violence in both the United States and Canada. These numbers paint a sobering picture of the prevalence and impact of intimate partner violence across North America.

United States

• Prevalence: On average, 24 people per minute are victims of rape, physical violence, or stalking by an intimate partner in the United States. This translates to more than 12 million individuals annually.
• Gender Disparity: Approximately 71% of domestic violence victims are female, highlighting a significant gender imbalance in these incidents.
• Long-term Impact: Nearly 3 in 10 women and 1 in 10 men in the U.S. have experienced rape, physical violence, and/or stalking by a partner, with impacts on their daily functioning.
• Economic Cost: The lifetime economic cost associated with medical services, lost productivity, criminal justice, and other costs related to intimate partner violence was $3.6 trillion in 2018.
• Children’s Exposure: About 1 in 15 children are exposed to intimate partner violence each year, and 90% of these children are eyewitnesses to this violence.

Canada

• Prevalence: More than 4 in 10 women in Canada have experienced some form of intimate partner violence in their lifetime.
• Gender Disparity: Women are significantly more likely than men to report experiencing violent crime (39% vs. 35%).
• Indigenous Women: Indigenous women and girls are disproportionately affected, being 12 times more likely to be murdered or go missing than other women in Canada.
• Shelter Use: On any given night, 3,491 women and 2,724 children sleep in shelters because their homes are not safe, with many others turned away due to lack of space.
• Economic Impact: The cost of intimate partner violence in Canada is estimated at $7.4 billion annually.
• Reporting Rates: Only 1 in 5 victims of spousal violence report the abuse to police, indicating a significant underreporting problem.

These statistics underscore the pervasive nature of domestic violence in North America and highlight the critical need for awareness, education, and support systems. They also emphasize why a film like It Ends With Us, which aims to shed light on these issues, should be marketed with the utmost sensitivity and respect for survivors.

Criticism and Response

As the backlash against the marketing campaign grew, both Blake Lively and Justin Baldoni attempted to redirect the conversation towards the issue of intimate partner violence. Lively shared domestic violence statistics and resources on her social media platforms, while Baldoni’s production company announced a partnership with a nonprofit organization to provide resources for those affected by domestic violence.However, critics argue that these efforts were too little, too late. Many feel that the serious issues at the heart of the film were not adequately addressed during the initial press tour and promotional campaign. The delayed response has been seen by some as reactive rather than proactive, further highlighting the disconnect between the marketing strategy and the film’s content.

The Importance of Responsible Marketing

The controversy surrounding It Ends With Us raises important questions about the responsibility of filmmakers and marketers when dealing with sensitive subjects. While the goal of any marketing campaign is to attract a wide audience, it’s crucial to balance this aim with respect for the subject matter and those affected by it. In the case of It Ends With Us, a more thoughtful approach might have included:

1. Partnering with domestic violence organizations from the outset of the marketing campaign.
2. Focusing promotional materials on the film’s themes of resilience and survival rather than its potential as a social event.
3. Using the platform to educate the public about the realities of domestic violence, incorporating some of the statistics mentioned earlier.
4. Providing resources for those affected by domestic violence in all promotional materials.
5. Engaging in meaningful discussions about intimate partner violence during press tours and interviews.

The Bottom Line

The marketing strategy for It Ends With Us serves as a cautionary tale for future films dealing with sensitive subjects. While the intent may have been to attract a broad audience, the approach has been criticized for potentially trivializing the serious themes of domestic violence. As the conversation around the film continues, it is crucial for the marketing to align more closely with the narrative’s intent to raise awareness and foster understanding of domestic violence. This alignment is necessary not only for the film’s integrity but also to honor the experiences of those affected by intimate partner violence in North America. The statistics presented in this blog post highlight the pervasive nature of domestic violence and underscore the importance of addressing this issue with the gravity it deserves. Films like It Ends With Us have the potential to play a significant role in raising awareness and sparking important conversations. However, this potential can only be fully realized when every aspect of the film’s production and promotion is handled with sensitivity and respect for survivors. Moving forward, it is hoped that this controversy will serve as a learning experience for the entertainment industry, leading to more thoughtful and responsible approaches to marketing films that deal with serious social issues. By doing so, Hollywood can play a more effective role in raising awareness and contributing to positive social change.

Looking for a Canadian Market Research Firm?

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Why Work with Ethos?

At Ethos, our team is passionate about market research and deeply understands client needs and preferences. With strong market research backgrounds, our experts bring extensive experience to the table. Plus, our multilingual skills and global perspective mean we can handle your research needs no matter where you are.

Let’s Connect:

Phone: 1-800-525-4134
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Reach out to us today and let’s work together to achieve your business goals and succeed in the global market!

A $50 Billion Economy and Growing

The Indigenous economy in Canada is on a remarkable upward trajectory. Recent estimates value the Indigenous contribution to Canada’s economy at nearly $50 billion. This figure is impressive on its own, but what’s even more striking is the ambitious goal to reach $100 billion in the near future. To put this in perspective, Canada’s total gross domestic product (GDP) is approximately $1.98 trillion, and Indigenous people make up about 5% of the country’s population.

Entrepreneurship on the Rise

One of the key drivers of this economic growth is the increasing rate of Indigenous entrepreneurship. According to the 2016 census data:

• The overall rate of self-employment among Indigenous people was 8.3%, higher than the Canadian average.
• Métis led the way with a 14% self-employment rate.
• First Nations people living off reserve followed at 11%.
• Inuit reported a self-employment rate of 6%.

These figures demonstrate a strong entrepreneurial spirit within Indigenous communities, with rates surpassing the national average in some cases.

Diverse Business Landscape

The Indigenous Business Directory, an initiative of the federal government, listed more than 1,800 businesses in 2015. While this directory doesn’t capture all Indigenous-owned enterprises in Canada, it provides insight into the volume and variety of Indigenous businesses. These companies span various sectors, including:

• Construction
• Agriculture, forestry, fishing, and hunting
• Mining and oil and gas extraction
• Education
• Scientific and technical services
• Health and social services

Importantly, the majority of these businesses are small enterprises with fewer than 100 employees, forming a crucial part of Canada’s small business ecosystem.

Employment Impact

Indigenous-owned businesses play a significant role in employment, particularly within their communities:

• On average, Indigenous people comprise approximately two-thirds of the employees in Indigenous-owned businesses.
• This high proportion of Indigenous employment in these businesses highlights their importance in creating job opportunities and economic stability within Indigenous communities.

Income Disparities Persist

Despite the positive trends in entrepreneurship and business ownership, significant income disparities remain between Indigenous and non-Indigenous populations:

• The 2016 census revealed that the median income of Indigenous people living on the reserve was $20,357.
• In contrast, the median income for non-Indigenous people was $42,930.

This stark difference underscores the ongoing economic challenges faced by many Indigenous communities, particularly those on reserves.

Beyond Traditional Economic Measures

It’s crucial to note that these income figures don’t capture the full economic reality of Indigenous communities. Traditional economic activities and non-monetary contributions, which are often significant in Indigenous economies, are not reflected in standard economic measures. These can include:

• Subsistence activities like fishing, hunting, and gathering
• Traditional crafts and artisanal work
• Community service and caregiving

The Tourism Sector: A Growing Opportunity

One area where Indigenous economic participation is particularly notable is the tourism sector. The Indigenous Tourism Association of Canada (ITAC) reports that Indigenous tourism is a rapidly growing industry, offering unique cultural experiences that attract both domestic and international visitors. While specific revenue figures for this sector are not provided in our current data set, the establishment of ITAC and its focus on marketing and developing Indigenous tourism experiences points to the sector’s increasing economic importance.

Government Initiatives Supporting Growth

Recognizing the potential of the Indigenous economy, the Canadian government has implemented several initiatives to support its growth:

• A mandate requiring a minimum of 5% of the total value of federal contracts to be held by Indigenous businesses.
• The Indigenous Business Directory, which helps connect Indigenous businesses with opportunities in both the public and private sectors.
• Programs offered by Indigenous Services Canada to support increased participation of First Nations communities in the Canadian economy through land management and economic development initiatives.

Looking to the Future

The data tells a story of an Indigenous economy that is growing, diversifying, and increasingly integrated into the broader Canadian economic landscape. With projections suggesting the potential to double or even triple current economic output in the near term, the future looks promising for Indigenous economic participation in Canada.However, the persistent income disparities and unique challenges faced by Indigenous communities, particularly those on reserves, highlight the need for continued focus on economic development and support.As Canada moves forward, recognizing and supporting Indigenous economic participation is not just a matter of equity but a pathway to a more robust and diverse national economy. The data shows that Indigenous peoples are poised to play an increasingly significant role in shaping Canada’s economic future, bringing with them unique perspectives on sustainable development and community-centered economic growth.By addressing persistent barriers, fostering inclusive policies, and embracing Indigenous economic worldviews, Canada has the opportunity to unlock the full potential of its Indigenous economy, benefiting not just Indigenous communities but the entire nation.

Looking for a Canada-based Best Market Research Firm?

Are you looking for a reliable partner in market research to help your business grow? Ethos Market Research is here for you. Since 2016, we’ve been providing trusted, end-to-end research solutions for top industry professionals. Our mission is to deliver real market intelligence using the latest methodologies and best-in-class techniques, all while keeping costs down.

Why Work with Ethos?

At Ethos, our team is passionate about market research and deeply understands client needs and preferences. With strong market research backgrounds, our experts bring extensive experience to the table. Plus, our multilingual skills and global perspective mean we can handle your research needs no matter where you are.

Let’s Connect:

Phone: 1-800-525-4134
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Address: 20 Bay Street, 11th Floor, Toronto, Canada, M5J 2N8

Reach out to us today and let’s work together to achieve your business goals and succeed in the global market!

Work Preferences and Environment

Millennials: Flexibility and Work-Life Balance

Millennials have long been advocates for work-life balance and flexibility in the workplace. Having experienced the 2008 recession, they prioritize job security and stability. According to a study by Outsource Accelerator, around 49% of Millennials prefer fully remote jobs, reflecting their desire for flexibility and the ability to balance personal and professional commitments. This generation values the ability to work from anywhere, which has been further emphasized by the COVID-19 pandemic.

Gen Z: Hybrid Work and In-Person Interaction

Gen Z, on the other hand, has a more blended approach to their work preferences. While they certainly appreciate the flexibility that remote work offers, they also place a high value on in-person interactions and opportunities for mentorship. A study by Skynova revealed that while more than half of Gen Z prefers remote work, only 27% want to work entirely remotely, the lowest percentage of any generation. This shows a clear preference for a hybrid work model, which allows them to enjoy the benefits of remote work while still engaging in the collaborative environment of an office.

Communication Styles

Millennials: Digital Communication

Millennials are quite at home with digital communication tools, having grown up during the rise of the internet and social media. They frequently use email and messaging apps for work. A survey by Zoom found that 51% of Millennials prefer using team chat tools for workplace communication. This preference fits well with their tech-savvy nature and their desire for efficient, asynchronous communication.

Gen Z: Face-to-Face and Video Communication

Although they are digital natives, Gen Z values face-to-face interactions and video meetings. According to Zoom’s survey, they are the most likely generation to prefer video calls. This choice highlights their desire for personal connections and immediate feedback. Additionally, Gen Z tends to dislike corporate jargon, preferring straightforward and authentic communication.

Job-Hopping and Career Development

Millennials: Stability and Growth

Millennials often seek stability in their careers, shaped by the economic challenges they saw growing up. They tend to prioritize job security and are likely to stay with an employer for longer periods. However, they also value opportunities for career growth and development. A study by LinkedIn found that Millennials changed jobs 24% more often than before the pandemic, showing their desire to balance stability with career advancement.

Gen Z: Frequent Job-Hopping and Upskilling

Gen Z, in contrast, is known for frequently changing jobs. According to ResumeLab, 83% of Gen Zers see themselves as job hoppers, with most planning to stay with an employer for two years or less. They are driven by the desire to find roles that align with their interests and values, as well as opportunities for skill development. In fact, 67% of Gen Zers want to work at companies where they can learn new skills to advance their careers.

Technology and Innovation

Millennials: Early Adopters

Millennials, having grown up during the digital revolution, are early adopters of technology. They comfortably use a wide range of digital tools and platforms for both personal and professional purposes. This generation values technology that boosts productivity and efficiency. A study by Adobe found that 52% of Millennials would leave their current job for one with better technology, underscoring the significant role tech plays in their work lives.

Gen Z: Tech-Savvy and Discerning

Gen Z, however, takes technological proficiency to an even higher level. Almost all Gen Zers (98%) own a smartphone, and they are very particular about the technology used in the workplace. They are five times more likely to feel judged and ten times more likely to feel ashamed when experiencing remote meeting issues compared to older generations. This generation prioritizes companies that offer cutting-edge technology and seamless digital experiences.

Mental Health and Well-being

Millennials: Advocates for Work-Life Balance

Millennials have been strong advocates for mental health awareness and work-life balance. They place high importance on working for employers who offer mental health benefits and support. According to McKinsey, 74% of Millennials consider mental health benefits crucial. This generation seeks workplaces that promote well-being and provide resources to manage stress and mental health challenges.

Gen Z: Mental Health Challenges and Advocacy

Gen Z faces significant mental health challenges, with over half of Gen Zers having been diagnosed with or treated for a mental health condition. This generation is proactive in advocating for their mental health needs, with 62% having taken a mental health day at school or work. They highly value employers who offer mental health support and are open to discussing mental health issues in the workplace

Salary and Financial Security

Millennials: Financial Stability

Millennials place a high priority on financial stability, shaped by the economic uncertainties they’ve experienced. They are cautious with their financial decisions, seeking job security and fair compensation. According to Handshake, 65% of Millennials view pay transparency as a significant factor when applying for jobs. This generation values clear and equitable compensation practices.

Gen Z: Salary and Economic Concerns

Gen Z, concerned about economic stability and financial health, places even greater emphasis on salary. Handshake reports that 70% of Gen Zers prioritize salary in their job decisions. They are realistic about their financial needs and look for jobs offering competitive pay and financial security. Gen Z is also more likely to demand pay transparency and fair compensation practices.

Understanding the unique habits and preferences of Gen Z and Millennials is key to creating a workplace that meets the needs of both generations. Millennials tend to prioritize flexibility, job security, and work-life balance. In contrast, Gen Z values hybrid work models, face-to-face communication, and opportunities for skill development. Both generations advocate for mental health support and fair compensation, but they have different approaches to achieving these goals. By recognizing and addressing these distinctive characteristics, employers can build a more inclusive and productive work environment that harnesses the strengths of both Gen Z and Millennials.

Looking for a Canada-based Best Market Research Firm?

Are you looking for a reliable partner in market research to help your business grow? Ethos Market Research is here for you. Since 2016, we’ve been providing trusted, end-to-end research solutions for top industry professionals. Our mission is to deliver real market intelligence using the latest methodologies and best-in-class techniques, all while keeping costs down.

Why Work with Ethos?

At Ethos, our team is passionate about market research and deeply understands client needs and preferences. With strong market research backgrounds, our experts bring extensive experience to the table. Plus, our multilingual skills and global perspective mean we can handle your research needs no matter where you are.

Let’s Connect:

Phone: 1-800-525-4134
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Rising Concern Over Housing Affordability

The proportion of Canadians identifying affordable housing as the most important problem has surged dramatically in recent years. In 2020, only 1% of Canadians cited it as their top concern. This figure rose to 5% in 2021, 6% in 2022, and reached 14% in 2023, making it the second most pressing issue after inflation (24%). This shift indicates a growing recognition of the housing crisis, particularly among younger Canadians.

Age and Regional Disparities

The concern over housing affordability is notably higher among younger Canadians. For those aged 18 to 29, 23% consider it the most important issue, compared to just 9% of those aged 45 to 59 and 11% of those aged 60 and older. This age disparity reflects the challenges younger generations face in entering the housing market.

Regionally, the concern is most pronounced in British Columbia (19%), Ontario (18%), and Atlantic Canada (14%), while it is significantly lower in Quebec (7%) and Manitoba (5%). These regional differences highlight the varying degrees of housing market pressures across the country.

Homeownership Aspirations and Realities

Despite the challenges, the desire for homeownership remains strong among Canadians. Approximately 71% of non-homeowners consider it very or somewhat important to own a home someday. However, optimism about achieving this goal has declined over time. In 1989, 34% of non-homeowners believed it was very likely they would afford a home, but this figure dropped to 26% in 2023. The decline is even more pronounced among younger Canadians, with only 31% of those aged 18 to 29 viewing homeownership as very likely, down from 47% in 1989.

Financial Strain on Homeowners

Current homeowners are also feeling the strain. Nearly two in five (38%) are worried about their ability to afford their homes, with the concern being higher among younger homeowners (53% of those under 45) compared to older ones (26% of those 55 and older). This anxiety is exacerbated by rising interest rates, which have increased mortgage payments for many.

Income and Political Affiliation

Income levels significantly influence concerns about housing affordability. Those with annual household incomes below $60,000 are more likely to be worried (43%) compared to those earning $100,000 or more (34%). Additionally, political affiliation plays a role, with Conservative Party supporters (43%) more likely to be concerned than Liberal Party supporters (26%). This difference may be partly due to the younger demographic of Conservative supporters and their greater exposure to housing market pressures.

Impact of Immigration Perceptions

The survey also reveals a link between housing affordability concerns and attitudes towards immigration. Canadians worried about affording their homes are more likely to believe there is too much immigration and less likely to see immigration as beneficial to the economy. This correlation suggests that economic pressures may influence broader social and political views.

The 2023 Focus Canada survey underscores the growing concern over housing affordability in Canada. Younger Canadians, in particular, are feeling the brunt of the crisis, with declining optimism about homeownership and increasing financial strain. Regional disparities and income levels further complicate the issue, highlighting the need for targeted policy interventions. As housing affordability continues to rise on the public agenda, it is crucial for policymakers to address the underlying factors driving this crisis and to support Canadians in achieving their homeownership aspirations.

Policy Recommendations

To address the housing affordability crisis, several policy measures could be considered:

Increase Housing Supply: Governments at all levels should work to increase the supply of affordable housing through incentives for developers, streamlined approval processes, and investments in public housing projects.

Support for First-Time Homebuyers: Programs that provide financial assistance, such as down payment grants or tax credits, can help first-time homebuyers enter the market.

Regulate Interest Rates: While interest rates are primarily controlled by the central bank, policies that mitigate the impact of rate hikes on mortgage holders, such as extended amortization periods, could provide relief.

Address Regional Disparities: Tailored solutions that consider regional housing market conditions are essential. For instance, high-demand areas like British Columbia and Ontario may require different strategies compared to regions with lower housing pressures.

Promote Rental Housing: Encouraging the development of rental properties and providing protections for renters can offer an alternative to homeownership and alleviate some of the demand pressures on the housing market.

By implementing these measures, Canada can work towards a more equitable and sustainable housing market, ensuring that all Canadians have access to affordable and secure housing.

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