Millennials are a notoriously tough group to pin down. They have grown up with new technology as well as economic setbacks that are unique to those experienced by their parents.

With the group of five million millennials aged 25 to 34 in Canada reaching their earning potential, starting to buy homes and start families, IPG Mediabrands agency Initiative embarked on a study of the group, surveying 10,000 millennials worldwide, including 500 in Canada.

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