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News

DAN Canada launches first Millennial Summit and new research, The Millennial Disconnect Study

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TORONTO, 5 OCT 2016 – Last week, Dentsu Aegis Network Canada launched its first Millennial Summit. More than 125 guests were gathered for the occasion at The Spoke Club in Toronto. DAN’s Research and Insights team presented a new research, The Millennial Disconnect Study, powered by the group’s proprietary Consumer Connection System (CCS), which uncovers three additional millennial segments that move beyond the oversimplified, stereotypical group that make up this generation. Looking further than demographics, the new segment analysis focuses on media preferences, content interests with attitudinal/passion touch points that drive these key differentiators within the millennial mindset.

The research, which surveyed more than 4,400 English and French Canadians online, shows that there is a true millennial disconnect and a missed opportunity for brands with this generation in that as much as 58% of the millennial population is currently not being reached.

The event, held in partnership with Facebook, featured experts from Dentsu Aegis, Facebook, Spotify, ComScore, Nielsen, Youtube, Instagram, AOL & more, who shared insights on millennial decision-making, mobility, relationships and circles of trust.

Read what the press are saying about The Millennial Disconnect Study here: Strategy – Millennials proving elusive for marketers