How are Canadian millennials feeling today?
Some initial results of the latest wave of the Canadian Millennial Report
Twice a year for the past five years, I’ve conducted a large national survey of Canadian millennials (those born between 1980 and 2000).
Years ago, I built a research practice at Abacus Data dedicated to studying this cohort and for years I’ve delivered speeches and presentations to groups, conferences, and conventions on how to understand and engage with millennials. Our team still does a lot of work on the cohort, though focus has shifted to Gen Z, the next generation entering the labour, consumer, and political markets.
I’m a millennial - a geriatric one - who is now in his 40s. Yes, millennials are now entering their midlife. Not kids anymore.
Why do millennials matter? They are the largest cohort of working-age people. They make up the largest share of eligible voters. They are the echo boom - the newer version of the Baby Boom which had profound impacts on Canada over the past 60 to 75 years. For a great read on the Baby Boom, check out: The Aftermath: The Last Days of the Baby Boom and the Future of Power in America by Philip Bump.
As a paid subscriber, I’m thrilled to share some of the initial findings of the syndicated study that is usually only available to subscribers of the study.