Victoria and Millennials

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These tips about sources, subject headings, and strategies are just meant to get you started: think broadly about the sort of information you need and about who might have that information (government/association/academic/news/etc.) and explore far beyond these initial resources!

Information about Victoria

  • Local media:
  • SimplyAnalytics: Get the most recent, neighbourhood-level data on the population and broad spending of Canadians. Use the built-in help documents and videos to learn how to quickly focus on Victoria. Note that SimplyAnalytics also allows you to retrieve local Environics data on many major psychographic (PRIZM5) segments of the population.

Information about Millennials as potential residents

  • One of the BUS 360W cases assigned a couple years ago dealt with Whistler and Housing. I suspect the guide we built to support research on that topic will prove useful this term as well, even though it's focused on a different city.
  • CHEK News (Victoria TV station) often does stories on various angles of this topic. For example:

Information about Millennials as potential tourists

  • Note: The Canadian Tourism Commission is now known as Destination Canada. Check out their site for data, reports, and more.

Further resources

Articles in journals, magazines, and newspapers

Try searching in Business Source Complete using combinations of the subject listed below. I suspect that Business Source will be useful in understanding the needs/wants/behaviour of millennials in general, but it may not have as much on their tourism preferences or residence choices, or on the situation specifically in Victoria.

  • Generation Y
  • Millennials
  • Generation X
  • Generation Z
  • Generations
  • Consumer behavior
  • Consumers' preferences
  • Marketing
  • Marketing strategy
  • Target marketing
  • Brand image

Here are a couple rough exploratory searches in Business Source Complete to get you started:

  • For more of a Canadian perspective, try CBCA Complete and look for articles using the same terms (as keywords rather than subjects) that you used in Business Source Complete. Also try Canadian Newsstream for Canadian newspaper articles. (Remember that newspaper articles can be great ways to learn about key researchers and publications on a topic. Follow those leads!)


Use the SFU Library catalogue to search for the many books and ebooks we have on topics such as Gen y, marketing, housing, tourism, and more.

Start with some of the same terms you used in your Business Source Complete searches. In general, remember that you should think more broadly to find useful books. For example, books on the Generation Y consumer behavior and the resulting marketing strategies may prove useful.


A. If you need additional demographic statistics so that you can understand better the relative size of the different generations, start with sources such as...

  • Has very detailed demographic data (with forecasts) at a national/global level.

B. For some US consumer demographic/consumption data, try... Best customers: demographics of consumer demand & Household spending: Who spends how much on what, two ebooks with data on the demographics of consumers in the United States. Data is taken from the Consumer Expenditure Survey of the US Bureau of Labor Statistics.

C. Our Vividata database provides lots of interesting demographic data on the consumers of different products and services in Canada. Check out, in particular, their "Travel" and "Real Estate" sections.

  • Using and interpreting the Vividata reports can be difficult. Start by consulting our Introduction and Advanced guides mentioned in this blog post.

D. Public opinion polling firms often conduct surveys that touch on Millennials, societal issues, and consumer trends. Start with the two sources listed below. For both of them, if you find a summary of a survey that seems relevant, be sure to browse to the bottom of the page to see if there are data tabulations or detailed tables with additional data.

  • Half (48%) of Millennials Place Home Ownership among Financial Priorities, but only 28% have put Money Towards it in Past Year
  • Millennials Most Likely to Describe Travel Personality as ‘Explorer’ or ‘Luxury'
  • Intentions to Buy and Sell Real Estate Increase Among Ontario’s Gen Y Population
  • Banff, Vancouver and Victoria Are “Most Appealing” for Canadian Travellers
  • For B.C. Millennials, It’s Vancouver or Nowhere

E. This BC Business article -- Marketing to Gen Y -- seems to have some interesting clues to further sources or issues that you could research further.

F. I came across the site of a major US research project on employees' vacation intentions and actions and was surprised to learn that Millennials are some of the worst "Vacation Martyrs." See Project: Time Off for details. Not sure if it's useful at all...

G. Both the tourists and the residents aspects of this case touch on the academic concept of Place Branding. Maybe it would be worth exploring some of the Place Branding research mentioned in Google Scholar?

More on this point: I just noticed that one of the newest ebooks in our collection deals with "Place Branding." See Global Place Branding Campaigns across Cities, Regions, and Nations. Consider exploring this angle further in our catalogue and in Business Source Complete.

H. I came across a capstone project completed here at SFU on micro suites as a possible housing solution for Millennials. Maybe worth scanning?

I. If you need stats on the Canadian housing market overall, start with the following sources:

<No further suggestions yet - but keep checking. Also, don't forget that this is your wiki: you are welcome to add any tips here whenever you'd like. --- MB>