Why Gen Z thinks we need more immigrants to help Canada bounce back

Immigration has always been a large part of Canada’s identity and pride. We’re a nation of immigrants, and our country is well known for being welcoming to refugees. But despite indications that schools and economies might be opening up, the same cannot be said for our borders. In March, Justin Trudeau announced that asylum seekers and migrants would be barred from entering Canada in an effort to protect public health. Perhaps unsurprisingly in this context, Canadian’s attitudes towards immigration have also shifted. In a recent poll, 59% of Canadians said they feel less supportive of immigrants from the United States, while 61% feel less supportive of immigrants from other countries. While this seems bleak, an interesting anomaly has appeared in the youngest adult generation: Generation Z.

Gen Z is more likely to insist that Canada is going to need many more new immigrants in the midst of, and after, COVID-19. While most Canadians (67% to be precise), think that we should accept fewer immigrants in the wake of the coronavirus pandemic, Gen Z is more likely than all other generations to say they are now more supportive of immigrants from both the United States and other countries.

So why does Gen Z appear to be more open to immigration than other Canadian generations? To begin with, Generation Z is the most culturally diverse Canadian generation. In the 2016 census, 28% identified as a visible minority - the largest proportion in Canadian history. Not only is Gen Z the most diverse cohort, but they also believe that ethnic diversity benefits Canada: Ipsos polling shows Gen Z believe that greater ethnic diversity will make Canadians more connected. It’s no wonder then, that as many Canadians look to seal the borders during a crisis, Gen Zers might be the first to open their doors.

It appears that Gen Z can see what many of us can’t - we need immigrants. Research has consistently shown that Canada needs immigrants to fill in the gaps created by our aging workforce and to bolster our shrinking population. Pre-pandemic, most economic models supported the idea that Canada's economy would rely on newcomers. Now, as Canada is accruing a vast national debt with the government supporting those who have been laid off, paying for small businesses to get back on their feet, and supporting industry to keep employees on their payrolls, we will need them even more. While the data indicate that older generations have leaned towards protectionist attitudes, it also indicates that Gen Z understand that in order to pay this debt down we will need a steady flow of new Canadians to help us recover.

So why does any of this matter? It’s significant because Gen Z will become the largest adult Canadian generation. And if their attitudes haven’t shifted in the wake of a health crisis, it holds that their pro-immigration and pro-diversity attitudes may remain constant.

Gen Z’s ethnically diverse makeup and their pro-immigration attitudes suggest that this generation will be looking to work for, invest with, and spend their money at establishments that hold these same values. By way of example, look at socially responsible investing (SRI) or impact investing.

Socially responsible investing allows those with capital to invest in stocks or funds that measure their progress on issues such as environmentalism or diversity. Impact investing allows investors to support companies or organizations with the intent of generating social or environmental impact.

Gen Z and Millennials have led the charge towards SRIs and impact investing in Canada, and it follows that they’d be looking for similar values in places where they work, exercise, or shop. So if Gen Z pulls up your website and sees a board made up of middle-aged white men, you may have trouble attracting the next generation of stockholders.

For all of us, life is full of decisions – what t-shirt to buy, where to live, what to eat, and where to work. All things being equal, the t-shirt made in a sweatshop is going to be a harder sell when it comes to Gen Z. Similarly, if working for an ethical, responsible company is the clear preference for Gen Zers, then companies who think that doesn’t matter now will feel differently in 10 years when they realize their current business model is irrelevant to this cohort. Gen Zers won’t buy from them, and they won’t want to work for them.

So, take the time now to diversify your workforce and determine where your focus is - your bottom line - or in the big picture of equality in all it’s forms.

The data in this article comes from Ipsos Public Affairs’ Context Advantage Suite. For more information on Generation Z and Ipsos’ social research offering, please contact Chris Chhim, Haley Jones, or Jessica Weber. For more information on the Context Advantage Suite please click here.

Haley is a Research Analyst at Ipsos Public Affairs based out of Toronto. She holds a master's degree from the Munk School of Global Affairs specializing in migration and human rights. Prior to joining the Public Affairs team, she worked as a researcher with the University of Toronto and an intern with the United Nations.