This is the fourth edition of Leger’s Youth Study. This annual study helps organizations reflect upon and refine their relationships with the younger generations. Based on a survey of 3,515 Canadians and Americans between the ages of 15 and 39, the Youth Study profiles the two younger generations: Generation Z and millennials. Through three sections, citizenship, work and consumer behaviour, this edition of the Youth Study aims to answer the question, what does it mean to be a young person in 2022?
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What you will find in this report on Generation Z and millennials…
YOUNG CANADIAN CITIZENS ARE EXPRESSING REAL FEARS ABOUT THE FUTURE.
Without hope for their collective and individual future, in their eyes, Generation Z and millennials are sacrificed generations. They fear a real social decline, and do not rely on traditional institutions to improve their situation.
Young Canadian workers are aware of the economic context. The labour shortage has reversed the balance of power between employees and employers. The younger generations have taken note, and overwhelmingly feel that their employers are more dependent on their work than the other way around. Believing that they can set their own working conditions, they ask their employers for flexibility first and foremost. Flexibility is the most important factor in hiring and retaining young employees.
Young Canadian consumers are demanding and want to make purchases efficiently. The younger generations are highly informed, know the market and consult reviews and critiques of companies. Moreover, whether they buy online or in-store, efficiency drives their consumer choices.
In this fourth edition of the Youth Study, you will find key insights about the makeup of the two younger generations. Year after year, the Youth Study is a voice for their concerns and values. Listen carefully, we hope you enjoy reading it!
3 WEBINARS TO BETTER UNDERSTAND GENERATION Z AND MILLENNIALS
Returning this year, our Youth Study series unpacked the younger generations’ realities about what it means to be a young person in 2022.
Our experts analyzed the responses to over 50 questions posed to North American young people and presented the youth of tomorrow in three webinars on citizenship, consumer behaviour and work.
Couldn’t attend these webinars? Click here to watch them.