This generation challenges Canadian business because it is
  • the primary developer and user of technology,
  • the largest consumer and one of the most prominent producers of media and entertainment,
  • the most widely travelled generation to date, with a truly global reference point,
  • highly educated and skeptical of traditional authority figures and institutions,
  • the first generation to be targeted as consumers while they were still children,
  • representative of more than seven million Canadians, and
  • representative of $140 billion in annual purchasing power across North America (2017).

This group expects businesses to be environmentally conscious without passing the cost to them. The group experienced a multicultural explosion in the 70s. Foreign foods are easily accessible, and have increased in popularity since that time.

This group is skeptical about flashy marketing campaigns. They grew up during an era of free love, the Vietnam War, communes, and the "It takes a village ..." philosophy. 

Business marketing strategists reach customers most successfully through
  • television and radio,
  • print media (magazines, newspapers),
  • personal referrals, and
  • customer connections (online, as well as brick-and-mortar).
... sometimes referred to as Gen X.