# Gen Z and Your Brand: What NielsenIQ Shared at CHFA West **URL:** \ **Category:** Open Forum\ **Created:** [February 26, 2026, 2:30pm UTC](https://yodl.cfin-rcia.ca/t/gen-z-and-your-brand-what-nielseniq-shared-at-chfa-west/3235 "2026-02-26T14:30:00Z")\ **Posts on this page:** 1\ **Page:** 1
**Author:** ![yodlcommunitymgr](https://yodl.cfin-rcia.ca/letter_avatar_proxy/v4/letter/y/936576/32.png) [@yodlcommunitymgr](https://yodl.cfin-rcia.ca/u/yodlcommunitymgr)\ **Post date:** [February 26, 2026, 2:30pm UTC](https://yodl.cfin-rcia.ca/t/gen-z-and-your-brand-what-nielseniq-shared-at-chfa-west/3235/1 "2026-02-26T14:30:00Z")
_CFIN CEO_ [@Dana McCauley](https://www.cfin-rcia.ca/network/members/profile?UserKey=b800c223-a09d-49c9-a3e4-a1b7781d9f6c) _shares her takeaways from a presentation by NielsenIQ at CHFA West on what it takes for Gen Z to choose your brand. Here's what stood out - and why the data matters for Canadian food companies trying to connect with a generation that isn't buying the way anyone expected._ One of the standout sessions I attended at CHFA West was NielsenIQ's What does it take for Gen Z to choose your brand? Led by Pierre-Marc Denault and Cédric Bélanger, it offered a "full view" of Gen Z that challenged some assumptions in the room. Yes, they represent about 25% of the global population - but only 17% of spending. Many are still students, only about a quarter are working full time, wages aren't keeping pace with rising costs, and job security feels uncertain. Nearly a third report skipping meals due to food costs. Yet despite financial pressure, they're not heavily focused on traditional saving strategies - and many expect to spend more next year. Their values and behaviours tell a more nuanced story: **What they value** - Individuality, morality, flexibility, and wellness - High curiosity and strong digital self-expression - Less attachment than older generations to duty, tradition, or conventional life markers **Health & wellbeing pressures** - 74% concerned about weight - 76% concerned about stress - 64% concerned about mental health - Many actively reducing sugar and soda, and increasing water intake **Where brands are falling short** - 1 in 5 struggle to find brands they relate to - Strong focus on identity and personal alignment - High interest in anti-smoking products - Heavy engagement with reviews and social content **How they shop** - True digital natives - most use social media daily - Comfortable with online purchasing tools - Still visit specialty brick-and-mortar stores - See private label as comparable to branded products The biggest takeaway? This is a financially constrained but values-driven generation - highly self-aware, highly digital, and still looking for brands that actually reflect who they are. For founders and marketers, that gap between identity and brand connection is worth paying close attention to. CFIN's [partnership with NielsenIQ gives CFIN+ members](https://cfin-rcia.ca/member/premium-membership-conversion) access to the same caliber of retail and market analytics that major brands use to make these kinds of decisions. If you're working on product positioning, claims, or channel strategy, it's worth exploring what's available through your membership.