Retailers recognize the growing consumer power of Gen Z Canadians

According to new research from American Express Canada, two-thirds of Canadian retailers agree it is crucial to attract Gen Z customers (those born in the late 1990s and early 2000s) for the success of their business. That rate of response is up from just over half in 2019. The research also suggests that, while retailers have made progress in reaching this increasingly powerful demographic, they have yet to close critical gaps that drive true brand loyalty.