Canadian millennials (aged 18 to 34) are passionate, resilient and proud of their country's multicultural identity – according to new research from Facebook's consumer insights arm Facebook IQ.
The study surveyed 1,473 people in Canada aged between 18 and 70. Key findings include:
- New Aspirations: In Canada, millennial consumers are redefining success. They're 1.3 times more likely than Gen X (aged 35 to 54) or baby boomers (aged 55 to 70) to say being well educated is a marker of achievement. They are also 51% less likely than older generations to say it's important to be married or in a domestic partnership.
- Ownership Unnecessary: Buying a home is no longer the priority it once was. Canadian millennials are 36% less likely to say owning property is important, compared with older generations.
- Proudly Inclusive: When asked what makes them proud to be Canadian, 81% of millennials said it was their multicultural society, 76% said it was their culture of acceptance, and 69% said it was because Canadians are compassionate to each other.
- Social Activists: In response to political and social uncertainty, Canadian millennials are "seeking the truth and a way to make a difference", said Michael Hoechsmann, professor of cultural studies and media at Lakehead University in Ontario. To do this, they're using technology to build welcoming online and offline communities.
For more on the shifting attitudes and behaviours of millennial consumers, see Youth in Flux: Millennial 20/20 Summit.