While the Millennial generation indeed founded the social media movement, their interests, backgrounds and aspirations span well beyond what’s listed on their Facebook pages. This generation’s digital tendencies, however, mean that marketers and brands need to step up their games in order to keep up and engage with them. Adding to the challenge is the need for diversity with a greater portion of millennials belonging to a multicultural group – redefining mainstream.And these 18 to 34 year-olds are worth the effort. Why? Because they are 9 million strong in Canada — on par with Baby Boomers — and make up 26 percent of the country’s population. And while many are still climbing the income ladder, this group’s size and age range highlight its long-term purchase power. Carman Allison, VP Consumer Insights Canada at Nielsen, takes a look into the trends surrounding this changing generation—including purchasing habits, consumption patterns, media choices and more.