Millennials: Drivers of a new consumer era


Members of the millennial generation are now between 16 and 36 years old and have reached their prime consumption years. Born between 1980 and 2000, Canada’s millennials number about 10 million and are profoundly changing the consumer landscape.

Our research indicates that a critical factor in understanding millennials is comprehending their enthusiasm for the Internet. In a country that’s among the most connected in the world, Canadian millennials are especially active online. It’s no wonder they’ve been dubbed “the connected generation.”

They’ve embraced online shopping and social media—hence, their power to influence younger and older generations.

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