Why Generational Marketing Might Be Holding You Back, Especially in Canada

A new global report reveals why shared behaviors, values, and communities matter more than age.

July 16, 2025

Hey friend,

As Canadian marketers, we’ve long relied on generational targeting to guide everything from campaign tone to channel strategy. But a new global report from Amazon Ads and Strat7 Crowd.DNA, which features insights from Canadian consumers, suggests it’s time for a rethink. In today’s fragmented media landscape, it’s not age that unites audiences, but shared values, behaviors, and communities. So what does this mean for brands trying to connect meaningfully with Gen Z, Millennials, Boomers, and everyone in between?

Coming Up

Generational Marketing is Missing the Mark

We’ve all seen the headlines: Gen Z is chaotic, Millennials are burned out, Boomers don’t get tech. But what if we told you those generational clichés could be undermining your marketing strategy?

According to the new global report from Amazon Ads and Strat7 Crowd.DNA, which includes Canadian consumer data, brands that cling to age-based assumptions risk missing what really drives connection in 2025.

The report — Beyond the Generational Divide — suggests it’s time to rethink how we define and reach our audiences. Spoiler: age is just one small part of the equation.

What Canadian Marketers Should Know:

  • Canadians aren’t defined by their birth year: The study found people are 2.2× more unified by shared communities, 2.1× by behaviors, and 1.4× by values than by generation.

  • Values matter more than labels: From coast to coast, Canadians align over things like wellbeing, work-life balance, and financial mindfulness — regardless of age.

  • Behavioural targeting drives results: Campaigns that mix age and interest targeting saw up to 2.2× higher conversion rates than those using age alone.

  • Media touchpoints are evolving: Whether it’s Twitch, TikTok, Spotify, or live fan events like Fan Expo Canada, consumers of all generations are gathering in shared cultural spaces. Brands should show up there, too.

Canadian Example in Action:

While the report showcases global examples like Booking.com and Nissan UK, Canada has powerful campaigns built on behavioral insights too.

Though it’s an older campaign, President’s Choice 2017 #EatTogether remains one of the most compelling examples of behavioural-based marketing in Canada. Instead of targeting a specific generation, the campaign focused on a shared modern challenge, people eating alone, and invited all Canadians to come back to the table. By emphasizing connection over demographics, it united audiences around the universal experience of food and togetherness. It’s a textbook example of how marketing can move beyond labels and toward meaningful, human-first storytelling.

The Takeaway:

If your brand is still dividing your audience into neat generational buckets, it might be time for an update. Canadian consumers are telling us they want to be seen for their values, interests, and communities, not just their age.

Want to dig deeper into how you can apply this thinking in your next campaign?

Community Spotlight: Laura Febles is Bridging Global Strategy and Local Impact

SocialNext Marketing Alliance member Laura Febles knows what it takes to translate big-picture ideas into real-world results. With deep experience in global marketing, product launches, and cross-functional leadership, she’s built a reputation for turning strategy into action and doing it with empathy, precision, and purpose.

In a recent post, she shared 10 hard-won lessons for anyone trying to navigate the space between global vision and local execution:

  • Empathy beats translation: Local teams don’t just adapt copy — they shape meaning.

  • Work cross-functionally, or don’t work at all: Sales, legal, R&D, regulatory — they’re not side players, they’re core to success.

  • Plan globally, execute locally: From timing to budget to infrastructure, every market is different.

  • Celebrate as you go: Recognition fuels culture, motivation, and momentum.

Have news to share or want to be featured in an upcoming Community Spotlight?
We love hearing from marketers across Canada. Pitch a story, share a win, or nominate someone doing great work by replying to this newsletter or joining the SocialNext Marketing Alliance.

SocialNext: The Rundown

Thought your summer school days were over? You won’t want them to be when you discover the SocialNext Marketing Alliance’s Summer School lineup.

Every Wednesday this summer, you can join Canada’s top marketing minds for quick-hit, insight-packed webinars, free for SNMA members. These 30–45 minute sessions are built for real-world application, whether you’re leading strategy or just starting out.

Here’s your July lineup:

July 16 – Going Deeper on Population Simulators
Ray Kong, CMO, Arima
Learn how synthetic data is helping marketers build smarter, more targeted campaigns, without relying on traditional datasets.

July 23 – Your Content’s Off… Here’s Why (And How to Fix It)
Shannon Emmerson, CEO, Forge & Spark
Does your content feel polished but less personal? Learn how to restore brand voice with an authenticity audit and practical storytelling tips.

July 30 – Igniting Marketing Magic: How Micro-Internships Power Innovation and Results
Sarah Blackmore, VP, Riipen
Discover how short-term student projects can inject fresh energy into your marketing — and drive real results.

  • Free for all SNMA members

  • Hosted live in the SNMA Circle space at 10 AM MST/12 PM EST

  • Bring your coffee. Leave with fresh ideas.

SocialNext Events Roundup

Tickets are moving fast for SocialEast 2025. Join Arlene Dickinson and a powerhouse lineup of marketers in Halifax this September for two days of insight, strategy, and big ideas.

Meta joins SocialPacific 2025’s standout lineup alongside marketing legend Terry O’Reilly. Hear from one of the world’s most influential platforms and Canada’s top marketing voices. Save $300 with pre-sale pricing until midnight, Friday July 25.

Canadian Marketing & Business Weekly Brief

Instagram Posts Are About to Become Google‑Searchable – Google and Meta are partnering to make Instagram content searchable through Google — a major shift that could impact how Canadian businesses optimize content for discovery outside the app. Here’s what it means for marketers and creators.

AI‑Generated Fake Marketing Raises New Consumer Trust Concerns – From deepfakes to fabricated testimonials, AI is fueling a new wave of deceptive marketing. CBC explores how this trend is emerging in Canada and what it means for brand credibility.

Canadians Call for Boycotts as U.S. Political Tensions Rise – A growing number of Canadian consumers are rethinking travel and spending in the U.S. amid Trump’s rising profile and nationalist rhetoric. Some brands may start feeling the pressure north of the border.

TikTok Canada CEO Requests Urgent Meeting as Ottawa Considers Shutdown – Facing mounting scrutiny, TikTok’s top Canadian executive has asked Foreign Affairs Minister Mélanie Joly for a last-minute meeting to avoid a potential ban. The platform’s future in Canada may be at a tipping point.

Ad Standards Canada’s new advisory outlines what qualifies as “Made in Canada” — essential reading for any brand leaning on patriotism or product origin in its messaging.

RightMetric’s latest report on Chime reveals how the U.S. neobank outperforms Canadian fintechs by leaning into testimonials, values-based content, and relatable financial storytelling.

RBC’s Marketing Jargon Buster breaks down the lingo marketers actually use — perfect for team alignment, onboarding, and ditching the buzzwords.

Project Support Made Easy, Powered by Future Talent

Need help pushing key projects forward or exploring new ideas, but not ready to bring on a full-time hire? Riipen FuturePath gives you on-demand access to skilled, prepped, industry-ready student talent without the risk or overhead.

With Riipen FuturePath’s fully funded micro-internships, you can:

  • Tackle important projects you’ve been putting off

  • Test out potential future hires in a real-world setting

  • Add capacity when you need it most

  • Access driven, diverse students who are ready to make an impact

All it takes is a $700 investment in the student’s stipend. The rest is covered by the Government of Canada’s IWIL program. You get results. They get experience. Everyone wins.

Whether you're a lean startup, scaling fast, or simply need smart hands on deck, Riipen FuturePath connects you to top student talent that can help you move faster, think bigger, and get more done.

These aren’t just interns. They’re emerging professionals, eager to contribute and equipped with the skills to deliver from day one. And best of all, you stay flexible while building a future-ready talent pipeline.

Let’s talk. Book a short call today to find out how Riipen FuturePath can support your business and match you with the right student.

Branded Cities is hiring an Account Director to drive out-of-home (OOH) media sales in the Montreal market. This full-time hybrid role is focused on revenue growth through agency and direct-client relationships, covering everything from lead generation to closing and long-term account management. You'll work closely with the Sales Director to bring major display campaigns to life across the region.

  • Location: Hybrid (Boucherville, QC)

  • Salary: CA$100,000 annually

  • Languages: Bilingual (English/French)

  • Sector: Advertising & Media

Contact: Heidi McLeod, Director of Talent, Media Staffing Inc.
Email: [email protected]
View the job posting

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