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- How Gen Z is reshaping the consumer narrative
How Gen Z is reshaping the consumer narrative
And 5 Workplace Trends that are Shaping Canadian Workplaces in 2025
krista sylvester
April 02, 2025
Hey friend,
April Fool's has come and gone but we did want to shout out this fun little joke abut Florida becoming Canada's newest province, courtesy of Flair Airlines. Oh - and did we mention New York is now a territory? We aren't sure if anyone fell for the April 1 gag but we are glad to see the US get a little taste of their own medicine in the form of a good ol’ fashioned marketing joke. Enjoy today's newsletter!
Coming Up
How Gen Z is driving the marketing narrative
The influence of Gen Z in marketing is a hot topic, especially when it comes to how they're reshaping industries, including agriculture and tech. Women and Gen Z as key drivers of change is a powerful narrative. In terms of marketing, Gen Z's influence is all about authenticity, sustainability, and the push for more inclusive, purpose-driven brands. They value transparency, are digitally savvy, and tend to gravitate toward brands that are aligned with their values, such as environmental sustainability, gender equality, and social justice.
Some sectors that are getting it right when tapping into the Gen Z market include:
Beauty & Personal Care: Brands like Glossier and Fenty Beauty have done an amazing job at connecting with Gen Z by embracing diversity, promoting inclusivity, and being transparent about their ingredients and sourcing. Gen Z loves brands that prioritize authenticity and don't shy away from bold conversations about body positivity or representation.
Fashion & Apparel: Brands like Depop, ASOS, and Patagonia have been leading the charge in making sustainability part of the conversation. Depop, in particular, has become a cultural phenomenon among Gen Z, allowing them to buy and sell second-hand clothing. Fashion brands that are focusing on circular economies, fair labour practices, and eco-friendly materials are getting huge attention.
Food & Beverage: Gen Z is incredibly eco-conscious, which is why brands like Impossible Foods, Beyond Meat, and Oatly are gaining massive traction. They’re not only pushing plant-based products but also using smart, often humorous marketing campaigns that appeal to the values of the younger generation.
Tech & Gaming: The tech and gaming sectors, especially companies like Microsoft and Riot Games, are embracing Gen Z's demand for social justice, inclusivity, and diversity. Gaming has become more than just entertainment; it’s a space for Gen Z to connect, form communities, and engage in cultural conversations.
Social Media & Influencer Marketing: Platforms like TikTok have completely reshaped the marketing game. Gen Z loves user-generated content and brands that embrace influencers who are genuine and relatable. Brands like Gymshark and PrettyLittleThing have made huge strides by leaning into influencer collaborations and allowing Gen Z to take the lead in creating content.
How are you tapping into the Gen Z market? |
Community Spotlight
If you're looking to grow as a content marketer, you need to think of content as a "salesperson”.
Meet Derek Hovinga, the go-to guy for B2B tech companies looking to scale with content that drives results. As the founder of The Inbound Lab, he brings a sharp focus to content marketing, sales enablement, and go-to-market strategy, helping startups move from demand gen to customer advocacy with ease.
But it’s not just what he does... it’s how he does it. Known for his charming, approachable, and funny demeanor, Derek takes the stress out of marketing for founders. Deeply rooted in Calgary's tech ecosystem, he translates complex ideas into clear, compelling content that fuels pipelines and builds momentum. From product launches to sales decks, Derek makes marketing more accessible, more human, and way more effective.
Collaboration opportunities: Derek is always on the lookout for tech companies that want to increase their thought leadership and help their customers make more informed decisions around their biggest business problems.
His advice for content marketers: If you're looking to grow as a content marketer, you need to think of content as a "salesperson". Not in a "Buy now" type of way but more in a relationship kind of way. Great content answers questions, builds trust, and moves buyers forward
Connect with Derek on LinkedIn and catch him on stage at SocialWest 2025.
Upcoming Webinars, Workshops and Partner Events
AI at Work: Find Any Asset Instantly
Tired of diving through endless folders to find one asset? Meet ASMBL, an AI-powered Digital Asset Management platform that makes search effortless and keeps your workflow streamlined. Join the experts as they reveal how ASMBL saves you time with smart search and automation.
When: Wednesday, April 2nd @ 10 AM MST/12 PM EST
Where: SocialNext Marketing Alliance - RSVP
Registration: Free
POCAM Presents Visible & Vocal 5 Townhall
POCAM (People of Colour of Advertising & Marketing) is pleased to present the research results from Visible and Vocal, its 5th annual proprietary study on the perspective and experiences of BIPOC marketing and advertising professionals.
When: Tuesday, April 8th @ 6 - 8:30 PM EST
Where: Nia Centre For The Arts, 524 Oakwood Ave, York, ON
Registration: Free - Register here.
How to Have Your CMO Pay Attention to Your Social Media Efforts
Discover how to transform the way your CMO views social, as the experts from Agorapulse reveal how to position social media as a strategic business driver.
When: Wednesday, April 9th @ 10:00 AM MST/12:00 PM EST
Where: SocialNext Marketing Alliance - RSVP
Registration: Free
Will you be at The Carlu on April 25th for SocialNext: Toronto? With tickets selling fast and last year’s event selling out, you won’t want to wait. Get your ticket before it’s too late!
When we said SocialWest 2025 was going to be bigger than ever, we meant it. The biggest names in marketing are heading to Calgary June 11th-13th, including NP Digital Founder, Neil Patel. Use code PATEL for $50 off - for the first 50 people only!
Pre-Sale pricing for SocialEast is almost up! Returning to Halifax this September, SocialEast boasts two days of bold ideas, tactical insights, and real conversations. Save now!
This fall ,SocialPacific 2025 takes the spotlight in North Vancouver. One powerhouse day of marketing strategy, peer learning, and industry connection right on the west coast. Secure your seat!
Canadian Marketing & Business Weekly Brief
Canada's anti-tariff billboards in the U.S. go viral — A bold play by the Government of Canada serves as a warning to Americans but is anyone south of the border being swayed?
A local sauce business went viral, receiving hundreds of new customers looking to support Canadian businesses - This business went viral by asking for help online. Discover the impact of the #BuyCanadian movement.
Why Molson Is embracing non-alcoholic drinks - After over 200 years of being the beer company, Molson Coors Canada has extensively expanded their non-alcoholic selection, but it wasn’t an easy decision….
Newfoundland and Labrador Tourism makes supporting Canadian businesses personal - With tariffs impacting Canadian tourism, Newfoundland & Labrador reaches a new wave of domestic travelers with homegrown storytelling and local connections.
Trends & Insights: Take Note
Staying true while keeping up: Fresh insights from The Globe and Mail's content marketing division reveals how brands can embrace trends without losing their identity.
For the curious, here are 7 Workplace Trends Shaping Canadian Workplaces in 2025. And more importantly, explore the opportunities these trends bring to the workplace.
It’s now April and with the turn of the calendar, here are a variety of ways to grow your Canadian Small Business online this month.
The Industry’s Top Tools & Software
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Learn more about ASMBL and book a demo!
Find Your Next Career Move
Looking for top marketing talent? Upload your open roles to the SocialNext Job Board and get them in front of the right candidates! And if you’re in the market for a new role, explore all openings on our job board.
Disclaimer: not all jobs shared in the Marketing News Canada Newsletter are features from the SocialNext job board. To best promote cross-country openings, we may have pulled from other sources.
Account Manager, Jelly Marketing (Fort Langley, BC)
As Account Manager, you are responsible for developing long-term relationships with your portfolio of assigned clients and to serve as their main point of contact at Jelly. 2+ years experience in a client-facing account management role; agency or sales experience is an asset.
Communications Coordinator, Jewish Federation of Edmonton (Edmonton, AB)
The Communications Coordinator provides support in developing and executing a full range of communication services. You must be aged between 15 and 30 and be legally entitled to work in Canada for this role.
Social Strategist, T1 (Toronto, ON)
The ideal candidate is passionate about digital culture, understands the nuances of different platforms, and thrives in an environment that blends creativity with data. 3-5 years of experience in digital or content strategy, social media marketing, or a related field.
Marketing Advisor, Government of New Brunswick, (Fredericton, NB)
With sharp creative and strategic instincts for marketing, you will develop, implement, and evaluate marketing strategies. A minimum of three years relevant marketing experience.
Until next week,
Mike Morrison and the SocialNext Team
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