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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

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Table of contents

  1. Overview

    • What you need to know
      • Definitions
      • Executive Summary

        • The issues
          • Millennials are responsible and feeling the burden of responsibility
            • Figure 1: “Responsibilities prevent me from doing the things I want” (% any agree), Millennials vs overall, June 2019
          • The struggle is real: experiences vs finances – don’t shame them for lifestyle choices
            • Figure 2: Achievement of financial goals, June 2019
          • The relationship with brands is more personal for Millennials than older generations
            • Figure 3: “The brands I use reinforce the image I want to portray” (% any agree), by generation, June 2019
          • Opportunities
            • Be mindful that this generation is literally in transition
              • Figure 4: Selected activities enjoyed the most (any rank), Millennial mothers with under-18s at home vs Millennial women who do not have children, June 2019
            • Millennial parents aren’t growing out of their desire for experiences
              • Figure 5: “I’d rather spend money on experiences than things” (% any agree), Millennial parents with under-18s at home vs those who are not a parent, June 2019
            • Millennial parents under more pressure, Millennial dads struggling to adjust
              • Figure 6: “Life seems easier for my friends than for me” (% any agree), Millennial fathers vs Millennial mothers, June 2019
            • What it means
            • The Market – What You Need to Know

              • Major life markers fall within the Millennial age definition
                • Millennial moms grew up with working moms
                  • Millennials are more ethnically diverse
                  • Market Factors

                    • Millennials are at a true transition point
                      • Figure 7: Average age of mother at first birth, 1945-2016
                    • Millennials make up a quarter of the population, and are growing up
                      • Figure 8: Canadian population, by age group, 2018
                    • More employed moms than before, more pressure on Millennial moms
                      • Figure 9: Employment status of couple families with at least one child aged under 16, May 2016
                    • More women entering workplace just as Millennials were born
                      • The pressure is on for Millennial moms
                        • Millennials are more ethnically diverse than older generations
                          • Figure 10: Distribution of foreign-born population in Canada, by region of birth, 1871 to 2036
                        • Inclusivity must be a consideration in marketing campaigns
                          • Figure 11: Self-identification of ethnicity, by generation, June 2019
                      • Key Players – What You Need to Know

                        • Industries are gaining from blurring adulthood/childhood lines
                          • The experiential generation makes shopping more interesting
                            • Tech is opening hearts and minds and companies are responding
                              • Lifestyle shaming is unproductive and masks bigger issues
                              • What’s Trending?

                                • Spotlight on challenging what ‘adulthood’ looks like
                                  • Leisure and entertainment companies cater to blurring lines and seeing success
                                    • Figure 12: Play Great Games Together – Nintendo Switch, May 2018
                                  • Spotlight on Millennials as ‘The Experience Generation’
                                    • Figure 13: “I’d rather spend money on experiences than things” (% any agree), by generation, June 2019
                                  • Starring: Market & Co and the ‘Food That Sings’
                                    • Starring: IKEA
                                      • Spotlight on Millennials as ‘The Wellness Generation’ or ‘Generation Health’
                                        • Starring: Bell Canada and Headspace x NBA on mental health
                                          • Starring: President’s Choice on social bonding
                                            • Figure 14: #EatTogether 2017, December 2016
                                            • Figure 15: #EatTogether 2019, December 2018
                                        • What’s Not Working?

                                          • Lifestyle shaming
                                            • Figure 16: Suze Orman: How Your Daily Coffee Habit Is Costing You $1 Million, March 2019
                                          • A generation struggling to find the balance
                                            • Figure 17: Attitudes towards the usage of social media (% any agree), by generation, June 2019
                                          • Consider promoting a give-take/trade-off model
                                          • What’s Next?

                                            • More avenues to address holistic health thanks to Millennial interests
                                              • Spotlight on Pokémon: gaming for a better night’s sleep
                                                • Spotlight on Sofi: acknowledging the emotional toll of debt
                                                  • Figure 18: Money Talks Story #1 – Sophia + Imran, December 2018
                                                  • Figure 19: Money Talks Story #2 – Alyssa + Keith, December 2018
                                              • The Consumer – What You Need to Know

                                                • Millennials are growing up…
                                                  • …and are busy
                                                    • Favourite activities vary by lifestage
                                                      • Reliance on tech makes them different to older generations
                                                        • For Millennials, brands are an extension of the self
                                                        • Today’s Millennial Lifestage

                                                          • Bucking stereotypical images – they’re ‘the convenience generation’ for a reason
                                                            • Figure 20: Key demographics: works full time and parents with under-18s at home, by generations, June 2019
                                                          • Responsibilities take a toll, creating a real need for shortcuts – ie conveniences
                                                            • Figure 21: PC Express – The Talk 30sec, May 2019
                                                          • Millennials are catching up financially and optimistic about achieving goals
                                                            • Figure 22: Achievement of financial goals, June 2019
                                                            • Figure 23: Achievement of financial goals, Millennials vs older generations June 2019
                                                          • They’re hungry for more info to achieve immediate financial goals
                                                            • Millennial women need more assistance with financial management
                                                              • Figure 24: Achievement of financial goals, by gender, June 2019
                                                            • Start by acknowledging this is an issue
                                                              • Case studies: SoFi and Visa
                                                                • Figure 25: Money is Changing: The Cost, February 2019
                                                                • Figure 26: Money is Changing: Pay equality in Hollywood, February 2019
                                                            • Perception of Current Lifestage

                                                              • Millennials see themselves as being in transition
                                                                • Figure 27: Correspondence Analysis – Symmetrical map – Generational perspectives, June 2019
                                                              • Career-oriented images are relatable
                                                                • Figure 28: #EatTogether 2018, December 2017
                                                              • Most aren’t quite where they thought they’d be, but they’re optimistic
                                                                • Figure 29: Attitudes towards current lifestage (% any agree), June 2019
                                                              • They are a generation in transition and could use some help
                                                                • Figure 30: Attitudes towards current lifestage (% any agree), Millennials vs overall, June 2019
                                                              • Parenting for the Millennials is unique
                                                                • Parenting for Millennials (literally) looks different than previous generations
                                                                  • Connecting with Millennial parents means supporting them to achieve their version of success
                                                                    • Case studies of parenting scenarios: McCafe and PC Financial
                                                                      • Figure 31: McCafé Mobile Order and Pay | Singing, March 2019
                                                                      • Figure 32: PC Financial | Cake Mix, May 2019
                                                                    • Parents are undeterred by responsibilities in their optimism
                                                                      • Figure 33: Attitudes towards current lifestage (% any agree), Millennials vs overall, June 2019
                                                                    • Don’t shy away from the unique challenges facing Millennial parents
                                                                      • Case study of showcasing today’s issues: Spark
                                                                        • Figure 34: Generation Voice is here, September 2018
                                                                    • Millennial Worries

                                                                      • Millennial are in a transitional period, as are their worries
                                                                        • Figure 35: Stressors (any rank), by generation, June 2019
                                                                      • More ‘titles’ means more stressors for Millennial women
                                                                        • Recap: Millennial women are more likely to be worried about their financial situation
                                                                          • The practical double shift: married women stress about keeping up with responsibilities
                                                                            • Figure 36: Stressor: ‘keeping up with everything I need to do’ (any rank), married millennial women vs millennials overall, June 2019
                                                                          • The emotional double shift: Millennial moms stress about making everyone happy
                                                                            • Figure 37: Stressor: ‘trying to make everyone happy’ (any rank), millennial mothers vs millennials overall, June 2019
                                                                          • Shortcuts need to address both and be positioned in a way that works for them
                                                                            • Figure 38: McCafé Mobile Order and Pay | Singing, March 2019
                                                                          • Four in 10 have older children, making family relationships an area of focus
                                                                            • Figure 39: Stressor: ‘relationships with family members (any rank), millennial parents with 6-17s at home vs millennials overall, June 2019
                                                                          • Experience Generation? Yes, but for the whole family
                                                                            • Figure 40: Parents Love It, April 2019
                                                                          • Make the emotional connection the star
                                                                            • Case study on bonding: Cineplex
                                                                              • Figure 41: Share Reel Love for Father's Day, June 2017
                                                                            • Young Millennial men find personal relationships stressful
                                                                              • Figure 42: Stressors: ‘romantic relationships’ and ‘relationships with friends’ (any rank), younger millennial men vs millennials overall, June 2019
                                                                            • Set up Young Millennial Men with the right conditions to mix and mingle
                                                                              • Case studies on layering on the ideal settings: Lululemon, Safeway and Metro
                                                                                • Case study on matching online with offline interactions: Bumble
                                                                                • Favourite Activities

                                                                                  • Family time tops the list
                                                                                    • Figure 43: Activities enjoyed the most (any rank), by generation, June 2019
                                                                                  • Motherhood defines Millennial Moms
                                                                                    • Figure 44: ‘Spending time with my family’ as activity enjoyed the most (any rank), Millennial mothers vs all Millennials, June 2019
                                                                                  • Help support Millennial moms to do motherhood their way
                                                                                    • Case study on providing meaningful tools: Solly Baby
                                                                                      • ‘Girls night in’ grows up: catering to childless Millennial women
                                                                                        • Figure 45: Selected activities enjoyed the most (any rank), Millennial women who do not have under-18s vs all Millennials, June 2019
                                                                                      • Make book clubs the star and products/services a supporting cast member
                                                                                        • Consider promoting a ‘binge club’ in a similar manner
                                                                                          • Young Millennial men enjoy physical activities and video games
                                                                                            • Figure 46: Selected activities enjoyed the most (any rank), young Millennial men vs all Millennials, June 2019
                                                                                          • These will continue to form the basis of relaxation for men as they ‘grow up’
                                                                                          • The Impact of Tech on Interactions

                                                                                            • In some ways, more tech means more problems for Millennials
                                                                                              • Communication preferences of Millennials are more like Gen Z
                                                                                                • Figure 47: Attitudes towards communicating with tech (% any agree), by generation, June 2019
                                                                                              • As are the perceived consequences of using tech to interact with others
                                                                                                • Figure 48: Attitudes towards the impact of communicating with tech (% any agree), by generation, June 2019
                                                                                              • But, the pressure to balance online and in-person interactions likely ring stronger for Millennials
                                                                                                • Connect with Millennials by encouraging them to disconnect (momentarily, anyway)
                                                                                                  • Case studies on promoting some healthy competition: Hotel Bellora and IKEA
                                                                                                    • Case study on promoting reminders of time limits: Pernod Ricard
                                                                                                      • Figure 49: Anuncio Ruavieja 2018 – Tenemos que vernos más, November 2018
                                                                                                    • Millennial dads feel like they’re getting the short end of the stick
                                                                                                      • Figure 50: “Life seems easier for my friends than for me” (% any agree), Millennial fathers vs all Millennials, June 2019
                                                                                                    • Expectations are clearly depicted for Millennial dads, and the bar can be high
                                                                                                      • Figure 51: John Legend's "Stinky Booty" Song with Pampers, June 2018
                                                                                                      • Figure 52: Pampers, Adam Levine, John Legend and Chrissy Teigen star in “Stinky Booty Duty 2.0”, February 2019
                                                                                                      • Figure 53: #TakeTheTime | 5 Dads. 5 Weeks. | Dove Men+Care, May 2019
                                                                                                    • Like with moms, help dads choose their own adventure
                                                                                                    • Connecting with Millennial Values

                                                                                                      • Brands are a part of the Millennial identity
                                                                                                        • Figure 54: “The brands I use reinforce the image I want to portray” (% any agree), by generation, June 2019
                                                                                                        • Figure 55: Millennial attitudes toward brands representing values, June 2019
                                                                                                      • It’s time to take a stand
                                                                                                        • Millennials expect companies to walk their talk
                                                                                                          • Figure 56: Millennial ranking of best ways for brands to represent their values, June 2019
                                                                                                        • Employment fairness strikes a personal chord for Millennials
                                                                                                          • Figure 57: Millennial ranking of the most important values Canadians should have, June 2019
                                                                                                      • Appendix – Data Sources and Abbreviations

                                                                                                        • Data sources
                                                                                                          • Consumer survey data
                                                                                                            • Consumer qualitative research
                                                                                                              • Correspondence analysis
                                                                                                                • Figure 58: Generational perspectives, June 2019
                                                                                                              • Abbreviations
                                                                                                                • Terms

                                                                                                                Marketing to Millennials - Canada - August 2019

                                                                                                                £3,435.47 (Excl.Tax)