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Bronfman Business Library

Generation Millennial - From Managing to Marketing

Posted on January 5, 2018

Generation Millennial - From Managing to Marketing

Posted on January 5, 2018

Join us in celebrating Millennials this month by checking out our book display that highlights various resources on this generation and their current and future impact on the world of business! Millennials, usually described as being born between 1980 and 2000, account for the largest share of the Canadian population, 9.8 million, and have become the largest generation in the Canadian workforce making up almost 37% in 2014 compared to Gen X’s 34% (Scott, 2015).

So what distinguishes Millennials from previous generations?

  • Millennials are also known as the Net Generation or Digital Natives reflecting the fact that they are the first generation to grow up in a networked world. 73% of Millennials access social networking daily, compared to 42% of Gen X (Doug, 2015).
  • Millennials are entrepreneurial. The share of self-employed 15-24 year olds has doubled in the past twenty years (Cooper, 2016).
  • One in four Millennials have been actively engaged in an issue or cause in the past year, mostly involving social justice, the environment, or health care (Environics Research, 2017).

And finally this generation is distinguished by their idea of national cuisine as illustrated in the Maclean’s (2017) Canada 150 graph below! 

Graph of generational preferences for Poutine or Maple Syrup

Much is being written about the social, cultural, political and economic impact of Millennials, which is often compared to that of the the Baby Boomers. To get a taste of what is being written check out this month’s library display. Some of the highlights include:

A full list of books is available here, or stop by our Fireplace lounge to see the display. Can’t get into the library? An accessible list of eBooks and streaming videos is available here.

For more information on Milliennial demographics and marketing data try the following library databases:

  • SimplyAnalytics can be used to create maps and tables using data from Statistics Canada. This can be combined with PRIZM psychographic data from the research firm, Environics. Find insights on  Millennial behaviour and lifestyles using Millennial segments such as Urban Digerati (11), Grads & Pads (38), Striving Startups (52), Single City Jazz (56) and Low-Rise Renters (68).
  • Target Snapshot includes data on consumer attitudes, behaviour and spending patterns. Data reports can be generated to display demographic information as well!

References: