Gen Z Fatigue, Taco Bell’s Big Swing, and Brand Trust

Trends

Canadians Care About Social Values, But They Want Proof

Two recent articles from Strategy show how personal values continue to shape Canadian buying habits. One tracks the “Elbows Up” movement after last year’s U.S. tariffs conflict, while the other, on a recent Ipsos study, examines how Canadians evaluate social and environmental claims from brands.

The “Elbows Up” surge in Canada-first purchasing has cooled, from 65% in April 2025 to 46% in December, but selective support remains strong in categories like food, alcohol, and travel. Canadians aren’t abandoning local or national pride; they’re balancing it with price, convenience, and authenticity. Brands like Moosehead, which have long incorporated national pride into their identity, have benefited by leaning into it naturally, while newcomers who made being Canadian part of their identity last year ended up appearing inauthentic.

Based on the Ipsos study, ethical considerations remain a major driver for consumers: 68% of Canadians say social or environmental issues influence their purchases, often prompting brand switching. Yet trust in corporate claims is low, with half of respondents reporting little confidence in business messaging. The key takeaway for those in marketing, PR, and branding is that values-driven messaging only resonates when it reflects genuine, consistent action.

Gen Z Is Feeling Social Media Fatigue, But YouTube Is Winning Out

A new survey from The Harris Poll suggests Gen Z’s relationship with social media, particularly TikTok, is becoming more complicated. While 65% of twentysomethings still use TikTok daily, many say they’re scrolling more out of habit than genuine interest. Concerns about rising ad volume, TikTok Shop, and increasingly staged or performative content are contributing to growing fatigue, with 60% saying they trust the platform less than they used to.

That sentiment isn’t limited to TikTok. Skepticism is growing across platforms like Instagram, Snapchat, and X, with many Gen Z creators posting and engaging with the platforms less overall. Amid that shift, YouTube remains a standout. The platform holds a 78% favourability rating among Gen Z, with 66% visiting daily, suggesting it feels more reliable and less exhausting than other social spaces. For marketers, it’s a sign that platform sentiment is shifting, and that YouTube may be one of the most stable places to reach younger audiences right now.

Industry News

This Year, Taco Bell Swings Big With Live Mas LIVE

Taco Bell is taking an unusual approach to its latest product launch. Instead of relying on traditional marketing channels, the brand has turned it into full-scale entertainment. Its annual Live Mas LIVE event, originally inspired by Apple’s developer conference, started as a way to reveal upcoming menu items to dedicated fans. But the concept has quickly evolved into something much bigger. This year’s event, hosted by Vince Staples and featuring performers like Doja Cat and Benson Boone, blends a product launch with a live variety show that’s now streaming on Peacock.

What makes it interesting is how intentionally the brand is leaning into its fandom. The event brings together loyal customers, influencers, and celebrities to celebrate the menu in a way that feels self-aware and genuinely fun. It’s part product reveal, part entertainment spectacle, and part live focus group, with fan reactions helping shape how new items land. At its core, it’s about giving people who love the brand something to get excited about. It’s also a UGC machine.

Of course, Taco Bell has the scale and resources to take risks like this. But the bigger idea isn’t about copying the format; it’s about the willingness to experiment. At a time when many brands stick closely to the same well-worn marketing playbook, there’s value in trying something unexpected, especially when it’s rooted in what your fans actually care about. Even smaller swings can create energy if they come from a place that feels authentic and fun.