Marketing to Millennials - Canada - August 2019
Covered in this report
This report explores where the generation is at currently in terms of lifestage, how the generation sees their current lifestage, their worries, how they most enjoy spending their time, the impact tech is having on interactions, their values and their relationship with brands.
"At 25-42, most Millennials have aged out of the stereotypical early 20’s lazy and entitled image that has defined them for so long. Millennials are financially minded and transitioning into adulthood with more than half now responsible for others as spouses and parents. The transition into adulthood is leaving the generation to feel the weight of their responsibilities creating a true need to cater to the label of ‘The Convenience Generation’. Millennials see brands as an extension of themselves, making them more attentive to ethical and environmental actions taken by brands. Marketers need to be clear about the exact segment of Millennial they are targeting given that this generation is transitioning through major lifestage mile markers (eg childbirth) and spending priorities will vary accordingly."
- Carol Wong-Li, Associate Director - Lifestyles & Leisure
This report looks at the following areas:
- Millennials are responsible and feeling the burden of responsibility
- The struggle is real: experiences vs finances – don’t shame them for lifestyle choices
- The relationship with brands is more personal for Millennials than older generations
What you get
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* This is a sample representation of the report layout and does not reflect the research included in this report.
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