Marketing to Millennials - Canada - January 2016
"Millennials are seeking new ways to define themselves (not necessarily rooted in traditional expectations). Taking pride in being unique from others of their generation, brands will need to be respectful of their individuality and sense of responsibility. From brands, Millennials seek a collaborative, authentic relationship."
- Carol Wong-Li, Senior Analyst, Lifestyles and Leisure
This report looks at the following issues:
- Millennials do not identify with the generational label
- When it comes to advertising, Millennials feel overwhelmed and manipulated
- Millennials are focused on personal enrichment
At age 18-34, Millennials represent one fifth of the Canadian population. While Millennials prioritize personal goals over career goals, most have achieved financial independence and feel the impact of the current economic state. Millennials are looking to influential voices when shopping and are seeking an authentic, two-way connection with retailers. Pride is taken on being different from others of their generation, exhibited by a conscious desire to distance themselves from the stereotypical notions of being spoiled and narcissistic.
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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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