Segmentation Analysis

The Canadian Millennial generation is unique from the generations that came before us. We grew up during a time of unprecedented economic growth, were educated during a time when self-esteem was the goal, and we are natural users of technology.

Yet, not all Millennials are the same. We see differences in our friends, neighbours, and colleagues at work. And we believe that these differences, this Millennial variation, has consequences on our behaviour and attitudes whether it be at work, in the store (or online store), or in the voting booth (if we show up at all).

Using a proprietary model, the Millennial research team identified 14 character and personality traits that we believe best differentiate our peers. Using these traits we performed cluster analysis and produced what we believe are six unique Canadian Millennial segments or groups that share similar personalities, outlooks, and traits.

These segments are important not only because they explain much of the differences we find in Millennial consumer behaviour or workplace expectations, but in way in which different Canadian Millennials interact with each other and consume and exchange information.