Marketing to Millennials - Canada - February 2017


#998144

N/A

Mintel

$ 3995

In Stock

In Canada, 18-34s represent close to one-quarter (23%) of the population. An open-minded segment, they have a strong sense of individuality with an optimistic outlook, of the belief that they have the power to impact change in the world. They feel understood by marketers, though not well represented in ads. Being highly connected, online reviews are now weighted on par with personal recommendations. Though connectivity is important, real connections remain rooted in physically spending time with others.

Table of Content

Overview

What you need to know
Definitions

Executive Summary
The issues
18-34s feel understood by marketers but not well represented
Figure 1: Attitudes towards how well marketing efforts resonate, November 2016
Millennials expect more from brand marketing efforts
Figure 2: Characteristics of social media posts enjoyed, 18-24s vs 25-34s, November 2016
Feeling too connected doesn’t equate to an interest in fully disconnecting
Figure 3: Agreement with ‘I make a point to take time to unplug from technology’, Millennials vs average Canadians (18+), November 2016
Opportunities
Millennials are interested in making an impact on the world
Figure 4: Belief in ability to impact change and influence others, 18-34s vs 25-34s, November 2016
18-34s want to put their stamp on marketing
Figure 5: Desire for input on creation of ad campaigns, 18-24s vs 25-34s, November 2016
Get physical: Millennials love getting stuff in the mail
Figure 6: Agreement with ‘I love getting stuff in the mail’, Women & mothers vs overall, November 2016
What it means

The Market – What You Need to Know
One in five Canadians are Millennials
Millennials are more susceptible to economic changes
Exposure to greater diversity leads to more cultural interests

Market Factors
Close to one-quarter of the Canadian population are Millennials
Figure 7: Canadian population, by age group, 2016
Millennials are financially responsible
Though working, 18-34s most likely to feel the economic pinch
Figure 8: Monthly movement in selected components of the Canadian Consumer Price Index, seasonally adjusted, December 2011-December 2016
Increasing diversity opens Millennials to more options
Figure 9: Region of birth of immigrants, by period of immigration, Canada, 2011

Key Trends – What You Need to Know
Millennials are more socially minded and will seek out like-minded brands
Technology creates connections – even helping Millennials go offline

What’s Working?
Giving consumers a reason to choose their brand
Tuning in to the interests of 18-24s
Figure 10: DiGiorno Pizza Anthem Featuring Von Miller & Redfoo, January 2017
Millennials care about the community

What’s Not Working?
Millennials are ready to turn their backs on brands that don’t share their values
Millennials may be more sedentary
Figure 11: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2010-14
Figure 12: Make room for play, December 2015

What’s Next?
Technological connectedness to help Millennials disconnect
Let’s get together! Simplifying the decision-making process for the group – Pimmr app
When a watch and a phone case leads to real interactions – Moodlock by Nescafé China

The Consumer – What You Need to Know
Millennials are influenced by/influencers of their peers
Feeling too connected does not mean there’s interest in fully disconnecting
Feeling understood by marketers, but not seeing themselves in ads
Attention is awarded to brands that aren’t marketing for marketing’s sake
Online reviews are seen as on par with personal recommendations

Being Influenced vs Influencing
Parents and friends are influential on Millennials
Figure 13: Influence of parents and friends on attitudes and opinions, by age, November 2016
Opportunity for brands to leverage parental influence on 18-24s
Friends play a role in Millennials’ sense of style
Figure 14: Style influences, 18-24s & 25-34s vs average Canadian (18+), November 2016
Millennials feel they have a voice that is heard
Figure 15: Belief in ability to impact change and influence others, 18-34s & 25-34s vs average Canadian (18+), November 2016
Everybody wins: helping Millennials make an impact will bring gains
Enhancing the ability to influence on social media will resonate with LGBT Millennials

Individuality vs Fitting In
Individuality is prized and respected
Figure 16: Attitudes towards self-[removed]any agree), November 2016
LGBT and women drive acceptance of gender experimentation
Figure 17: Acceptance of people experimenting with gender, LGBT vs all Millennials, November 2016

Being Connected vs Switching Off
Personal time for themselves is desired
Figure 18: Attitudes towards being connected and alone time, November 2016
Millennial parents more likely to crave alone time
Figure 19: Company is Coming, Cold & Flu, Tylenol Complete Liquid Gels, November 2015
For Millennials, hyper connectedness does not necessarily equate to desire for full disconnectedness
Figure 20: Agreement with ‘I make a point to take time to unplug from technology’, Millennials vs average Canadians (18+), November 2016
True connections still formed in person
Figure 21: Agreement with the need to spend time in-person to feel connected, Millennials vs average Canadian (18+), November 2016
Figure 22: Agreement with ‘I do not spend enough time with others face-to-face’, Millennials vs average Canadian (18+), November 2016

Millennials and Marketing
Millennials feel understood but not represented
Figure 23: Attitudes towards how well marketing efforts resonate, November 2016
Parents seeing greater resonance
Figure 24: Feeling understood and portrayed in ads, Parents vs Non-parents, November 2016
Market to the individual rather than the collective
Figure 25: Tide HE Turbo Clean: Baby food, June 2015
Socializing with social media
Getting physical: direct mail interests Millennials
Figure 26: Agreement with ‘I love getting stuff in the mail’, Women & mothers vs overall, November 2016

Social Media Preferences
Millennials want to be entertained and learn something
Figure 27: Characteristics of social media posts enjoyed, November 2016
Younger consumers expect more from brands
Figure 28: Characteristics of social media posts enjoyed, Millennials vs the average Canadian, November 2016
Parents want to learn something – but from real people
Moms want to see the real deal
Figure 29: There are more ways to eat well this January at Iceland, January 2017
Figure 30: The Perfect Steak Dinner with Channel Mum, October 2016
Music should be instrumental in reaching 18-24s
Figure 31: Entertainment and music value of social media posts enjoyed, by age, November 2016

Staying On-Trend
18-24s pay attention to music, tech and social media
Figure 32: Trends interest, by age, November 2016
18-24s generally follow industries they can afford
Feed me! Parents are paying attention to trends related to food
Figure 33: Keeping up with food trends, mother and father, November 2016

Millennials and Online Shopping
Online reviews hold credibility
Figure 34: Attitudes towards online shopping, Millennials vs the average Canadian (18+), November 2016
Online reviews are on par with personal recommendations for 73% of parents
Shipping costs and product range remain an obstacle
Bring on the goods: Millennials want a greater range of products online
Figure 35: Agreement with shopping more online if more products available in Canada, Millennials vs the average Canadian (18+), November 2016
The cost of entry is free shipping for 72% of Millennials

Millennials: Canadian vs American
25-34s: marketing resonating stronger with Americans than Canadians
Canadian 25-34s feeling left out in the cold compared to Americans the same age
Figure 36: Feeling understood and portrayed in ads, Canadians 25-34 vs Americans 25-34, November 2016 (Canada)/February 2016 (US)
Figure 37: How Millennials see themselves, Canadians 25-34 vs Americans 25-34, November 2016 (Canada)/February 2016 (US)
Canadian 25-34s are more judgemental
Figure 38: Millennials see other Millennials as ‘responsible’, Canadians 25-34 vs Americans 25-34, November 2016 (Canada)/February 2016 (US)
Canada’s lag in online shopping is evident among Millennials
Canadian Millennials are less likely to prefer shopping online
Figure 39: Preference for online shopping over in-store, Canadian Millennials vs American Millennials, November 2016 (Canada)/February 2016 (US)
Less confidence is held towards online reviews for Canadian Millennials
Figure 40: Trust online reviews as much as personal recommendations, Canadian Millennials vs American Millennials, November 2016 (Canada)/February 2016 (US)

Appendix – Data Sources and Abbreviations
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

NA

NA