Twenty-five years ago, Environics conducted its first social values-based segmentation of generational cohorts.

At the time we segmented Elders, Boomers and Generation X, and have since developed a segmentation for Millennials. Now, we are releasing our latest generation segmentation exploring Gen Z. Get to know Canada’s youngest generation by downloading our full Gen Z report and browse through some of latest articles and insights to further understand the needs and motivations of this unique and diverse generation.