As Millennials grow up, they report a good level of confidence in their ability to take care of themselves, their families and in their parenting skills. Canadian Millennials are highly optimistic about their personal opportunities, yet may lack the financial knowhow to move them forward and attain their financial goals. Their media consumption habits reflect a reliance on social media platforms and preferences for entertainment that are shifting towards on-demand subscription services. Notably, dependency on social networking is not without uncertainty. There is an expectation of increased personalization that impacts all parts of the shopping process, regardless of the category. This Report examines the attitudes and behaviours of Canadian consumers aged 23-40 in 2017.