Leger Presents…A Series About Youth

4 Webinars to Better Understand Millennials and Generation Z

These webinars are free to attend, but you must register to participate. Not available when the webinars are scheduled? Register for the ones you are interested in, and you will receive a recording after each broadcast.

It is no exaggeration to say that the year 2020 will profoundly impact all generations.

At Leger, we wanted to understand how 2020 will influence Generation Z and millennials in the future. 2020 has been difficult for many, but for others, it has been an opportunity to question themselves, take a stand on different issues, adopt new habits, and make significant changes in their lives.

2020 will have a lasting impact on the paths of young Canadians. Their lives will be forever changed by it.

To understand these new paths, Leger presents the 3rd edition of its Youth Study: the 2020-2021 edition. This study, which surveys more than 3,000 young people aged 13 to 39 across Canada, paints a comprehensive, explanatory, data-driven portrait of Generation Z and millennials.

The 2020-2021 Youth Study also seeks to answer how the COVID-19 pandemic will influence young Canadians’ values, behaviours and attitudes.

Based on the results of this edition of the Youth Study, we feel that young people need to express themselves and their challenges.

The Youth Study aims to be the intermediary between young people who need to express themselves and companies.

In these times of uncertainty, you need to understand how the younger generations are feeling to stay relevant. For this edition of the Youth Study, Leger is collaborating with two companies that enable us to explore particular themes in greater depth.

Understanding Their State of Mind

The 2018 and 2019 editions of the Youth Study have already sounded the alarm about young people’s mental health. To understand the younger generations’ online habits, state of mind and mood, we have partnered with Le CIEL*, a foundation that offers digital self-defence workshops to young people and invites people to think about issues related to social media. Leger’s goal in partnering with Le CIEL is to go beyond the numbers and explain what is really going on in young Canadians’ minds. These results are essential for any company that wants to do business with millennials and Gen Zers.

*This website is only available in French.

The First Study of Content Creators in Canada

We have also partnered with Clark Influence, an influencer marketing agency, to conduct the first Canadian case study of content creators (aka influencers). By surveying approximately 150 content creators across all influencer categories, Leger, in collaboration with Clark, wanted to learn about their work, aspirations, difficulties and goals.

For the first time, Leger is giving influencers a voice. It’s up to you, companies, to listen!


For more information about the Youth Study, contact us by filling out the form below.

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