Canadian Millennials Are Very Different Compared to the Rest of the World
Global Study Surveyed Millennials in 19 Countries
(firmenpresse) - TORONTO, ONTARIO -- (Marketwired) -- 01/14/15 -- Young Canadian adults (25-34 years old) are optimistic about the future, fiscally responsible and save a good deal of their cynicism for brand communications according to the Reset Generation, a new global study of millennials released today.
Initiative, a global communications network within IPG Mediabrands, conducted the study by surveying 10,000 millennials in 19 different markets (Canada, U.S., Mexico, Colombia, Brazil, Argentina, Chile, UK, Italy, Germany, Poland, Turkey, Egypt, Saudi Arabia, UAE, Russia, India, China and Thailand). They answered questions about their lives, their mindset, how they use tech and how they feel about brands.
"There were many surprises for us in Canada, but the biggest was how negatively pre-disposed young Canadians are toward brand communications," says Sarah Ivey, Global Chief Strategy Officer for Initiative Worldwide. "We're finding that this is a generation for which marketing and brands are less and less relevant. It's becoming harder and harder to connect with them, so clearly we need to go deeper."
Canadian Millennials - their relationship with brands:
The Reset Generation was first coined as a term in 2010, during Initiative's first study of this generation, when speaking to them just after the worldwide recession. Ivey explains that in many ways they have had to continually reset their life expectations. They've dealt with a degree of change that few generations have ever experienced.
"To market effectively to this generation, we must continually reset our expectations," says Ivey. "We found this is 2010 - and we believe it's more valid than ever."
The study lauds millennials around the globe for their ability to adapt, collaborate and create. Canadians surprised again in these three areas.
Adapt
Coming out of the recession, Canadians are more emotionally and financially stable than most countries measured in the study. They have a fairly confident outlook in terms of their, and Canada's economic future.
For Adam Luck, President of Initiative Canada, it is important that we apply these findings to recruitment of millennials as well. "Given the pressures on this generation we need to recognise that millennials must be treated differently to the generations that came before them. Rather than pushing them along the well-trodden career path, it is better to keep your high performing employees by allowing them to grow at their own pace. As a result employers need to learn to adapt too."
Collaborate
While millennials are inextricably linked to technology, the study finds Canadians aren't trailblazers when it comes to technology.
Create
Reinvention is a strong theme amongst the Reset Generation, but Canadians are less likely than other countries to shake things up a lot.
There are 4.9 million millennials in Canada, which is roughly 17% of the population.
ABOUT Initiative
Initiative is a global communications network within IPG Mediabrands, one of the world's preeminent media services entities and part of Interpublic Group (NYSE: IPG). Initiative employs more than 2,500 creative and dynamic colleagues in 94 offices in 73 countries managing approximately $14 billion in billings annually. Initiative's comprehensive range of communications services include: insight and strategy, analytics, media planning and buying, digital communications, branded content creation, evaluation and accountability services and social media strategy and community management.
Contacts:
Andrew Findlater
SELECT Public Relations
(416) 659-1197
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Datum: 14.01.2015 - 11:00 Uhr
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