{"id":13917,"date":"2019-03-06T02:35:07","date_gmt":"2019-03-06T02:35:07","guid":{"rendered":"https:\/\/leger360.com\/la-generation-cheap\/"},"modified":"2019-03-06T02:35:07","modified_gmt":"2019-03-06T02:35:07","slug":"la-generation-cheap","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/la-generation-cheap\/","title":{"rendered":"La g\u00e9n\u00e9ration CHEAP$"},"content":{"rendered":"<p><span data-contrast=\"none\">La premi\u00e8re \u00e9dition de l\u2019\u00e9tude Jeunesse, o\u00f9 plus de 3000 jeunes entre 13 \u00e0 34 ans \u00e0 travers le Canada ont \u00e9t\u00e9 sond\u00e9s, a permis de dresser un portrait complet et surprenant sur les mill\u00e9niaux et les jeunes de la g\u00e9n\u00e9ration Z. D\u2019abord, nous nous posons la question : est-ce que leur r\u00e9putation de d\u00e9pensier qui leur colle \u00e0 la peau s\u2019av\u00e8re vraie ou s\u2019agit-il d\u2019un mythe ?\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335551550\":6,\"335551620\":6,\"335559740\":276}\">\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335551550\":6,\"335551620\":6,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">L\u2019\u00e9tude Jeunesse nous apprend que cela rel\u00e8verait effectivement davantage du mythe. Mais comme toujours, la r\u00e9alit\u00e9 se retrouve davantage dans la nuance.\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335551550\":6,\"335551620\":6,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">D\u2019abord, les r\u00e9sultats du sondage sont r\u00e9v\u00e9lateurs : les jeunes entre 18 et 34 ans souhaitent avant tout \u00e9conomiser dans leurs d\u00e9penses quotidiennes. 96% des mill\u00e9niaux consultent les rabais lors de leurs achats, 66% calculent et planifient leurs prochains achats et la proportion s\u2019\u00e9l\u00e8ve aussi \u00e0 66% lorsqu\u2019il vient le temps d\u2019\u00e9conomiser sur leurs d\u00e9penses quotidiennes pour ensuite se permettre des d\u00e9penses extraordinaires.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335551550\":6,\"335551620\":6,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Prenons l\u2019exemple d\u2019un jeune mill\u00e9nial \u00e0 l\u2019\u00e9picerie. Il ne risque pas de faire son \u00e9picerie selon ses go\u00fbts du moment, sans pr\u00e9paration et sans consulter les prix. Il pr\u00e9parera une liste de ses achats et il cherchera ensuite les rabais sur les produits qu\u2019il convoite pour \u00e9conomiser autant soit peu d\u2019argent. Par contre, la question demeure : \u00e9conomiser pour quoi ?<\/span><span data-ccp-props=\"{\"201341983\":0,\"335551550\":6,\"335551620\":6,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Est-ce pour quitter le nid familial, pour s\u2019acheter une voiture &#8211; ou pour simplement compl\u00e9ter ses cours de conduite -, investir dans une maison ou dans un condo ? Pas tout \u00e0 fait. Il opterait plut\u00f4t pour d\u2019autres types de d\u00e9penses, ax\u00e9 sur le court-terme et le plaisir. Le mill\u00e9nial serait donc pr\u00eat \u00e0 d\u00e9bourser pour des d\u00e9penses h\u00e9doniques, que ce soit une exp\u00e9rience culinaire, un voyage ou une soir\u00e9e dispendieuse entre amis. Bref, le mill\u00e9nial est pr\u00eat \u00e0 payer pour une exp\u00e9rience ou du plaisir. En cas contraire : \u00ab pourquoi je paierais pour \u00e7a ? \u00bb.\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335551550\":6,\"335551620\":6,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">C\u2019est pourquoi le\u00a0<\/span><i><span data-contrast=\"none\">mid-market<\/span><\/i><span data-contrast=\"none\">\u00a0prend de moins en moins de place dans la vie des mill\u00e9niaux, tandis que tous les\u00a0<\/span><i><span data-contrast=\"none\">fast<\/span><\/i><span data-contrast=\"none\">, autant le\u00a0<\/span><i><span data-contrast=\"none\">fast-fashion<\/span><\/i><span data-contrast=\"none\">\u00a0et que le\u00a0<\/span><i><span data-contrast=\"none\">fast-food<\/span><\/i><span data-contrast=\"none\">, demeurent extr\u00eamement populaires. Le classement des entreprises les plus\u00a0<\/span><i><span data-contrast=\"none\">#COOL<\/span><\/i><span data-contrast=\"none\">\u00a0en t\u00e9moigne. Dans le secteur de la restauration, les cinq entreprises les plus populaires sont des\u00a0<\/span><i><span data-contrast=\"none\">fast-food<\/span><\/i><span data-contrast=\"none\">, de\u00a0<\/span><i><span data-contrast=\"none\">McDonald\u2019s<\/span><\/i><span data-contrast=\"none\">\u00a0jusqu\u2019\u00e0\u00a0<\/span><i><span data-contrast=\"none\">Subway<\/span><\/i><span data-contrast=\"none\">. On voit le m\u00eame ph\u00e9nom\u00e8ne dans la cat\u00e9gorie des magasins \u00e0 grande surface, o\u00f9 r\u00e8gne respectivement au haut du classement,\u00a0<\/span><i><span data-contrast=\"none\">Costco<\/span><\/i><span data-contrast=\"none\">,\u00a0<\/span><i><span data-contrast=\"none\">IKEA<\/span><\/i><span data-contrast=\"none\">\u00a0et\u00a0<\/span><i><span data-contrast=\"none\">Walmart<\/span><\/i><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335551550\":6,\"335551620\":6,\"335559740\":276}\">\u00a0<\/span><span data-ccp-props=\"{\"201341983\":0,\"335551550\":6,\"335551620\":6,\"335559740\":276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Bref, les entreprises, qui veulent trouver un \u00e9cho chez les mill\u00e9niaux ont deux choix : leur sauver du temps ou de l\u2019argent !<\/span><span data-ccp-props=\"{\"201341983\":0,\"335551550\":6,\"335551620\":6,\"335559740\":276}\">\u00a0<\/span><\/p>\n<h3>\u00c0 propos de l\u2019\u00e9tude<\/h3>\n<p><span data-contrast=\"none\">L\u00e9ger a r\u00e9alis\u00e9 au cours de l\u2019automne 2018 la plus grande \u00e9tude jamais faite en sondant plus de 3000 jeunes de 13 \u00e0 34 \u00e0 travers le Canada. L\u2019\u00e9tude dresse un portrait clair et empirique des mill\u00e9niaux et jeunes de la g\u00e9n\u00e9ration Z \u00e0 travers le pays. Nous nous apprenons plus sur les comportements, les attitudes, les perceptions et les valeurs de ces deux g\u00e9n\u00e9rations montantes, en plus d\u2019\u00e9tablir un classement dans 10 secteurs des entreprises les plus #COOL selon les jeunes canadiens. L\u2019\u00e9tude est un outil indispensable pour comprendre et attirer les prochains consommateurs. <a href=\"https:\/\/leger360.com\/fr\/services\/leger\/jeunesse\/\">Cliquez ici pour plus d\u2019information sur l\u2019\u00e9tude<\/a>.<\/span><span data-ccp-props=\"{\"201341983\":0,\"335551550\":6,\"335551620\":6,\"335559740\":276}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La premi\u00e8re \u00e9dition de l\u2019\u00e9tude Jeunesse, o\u00f9 plus de 3000 jeunes entre 13 \u00e0 34 ans \u00e0 travers le Canada ont \u00e9t\u00e9 sond\u00e9s, a permis de dresser un portrait complet et surprenant sur les mill\u00e9niaux et les jeunes de la g\u00e9n\u00e9ration Z. D\u2019abord, nous nous posons la question : est-ce que leur r\u00e9putation de d\u00e9pensier [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":7314,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"post_language_cat":[39],"class_list":["post-13917","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence","post_language_cat-fr-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>La g\u00e9n\u00e9ration CHEAP$ - Leger<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leger360.com\/fr\/la-generation-cheap\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La g\u00e9n\u00e9ration CHEAP$\" \/>\n<meta property=\"og:description\" content=\"La premi\u00e8re \u00e9dition de l\u2019\u00e9tude Jeunesse, o\u00f9 plus de 3000 jeunes entre 13 \u00e0 34 ans \u00e0 travers le Canada ont \u00e9t\u00e9 sond\u00e9s, a permis de dresser un portrait complet et surprenant sur les mill\u00e9niaux et les jeunes de la g\u00e9n\u00e9ration Z. 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