Gen Z Social Values Segmentation

The Next Generation Segmentation


Our social values segmentation framework identified seven distinct Gen Z segments that differ, sometimes drastically, sometimes subtly, in their world views, attitudes, interests, motivations and beliefs. Just like previous generational cohorts, Gen Zers cannot be painted with one homogeneous brush; they’re internally diverse, with some segments resembling past cohorts and others breaking new ground.

Download the full Gen Z report to learn more about the values of Canada’s youngest generation
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