UNDERSTAND MILLENNIALS AND GEN Z
The Youth Study, created by Leger, is the largest Canadian study ever conducted among the younger generations. Based on a survey of 3,015 Canadians aged 15 to 39 (2,007 millennials and 1,008 members of Generation Z), it provides a comprehensive portrait of millennials and Generation Z.
Setting aside myths, clichés, and contradictory information, we dissect their reality to learn who millennials really are and discover Generation Z.
Using three sections, citizenship, consumer behaviour and work, the Youth Study defines the youth of tomorrow. It’s up to you to discover who they are!
WHY DO THIS?
The millennial generation is already the largest cohort in Canada, even outnumbering baby boomers. Millennials and Generation Z are the ones influencing marketing trends in the country. They think differently, which means they spend differently. Following the trends of the younger generations means keeping up with the times; which is easy with Leger’s Youth Study.