According to research from IPG Mediabrands, 37 percent of Canadian millennials describe brand communication as “annoying.” Consequently, influencers are seen as a Trojan horse: an appealing way to get a brand’s message across to this crucial demographic of nearly 8 million Canadians—not to mention the next generation, the “digital natives” born between 2001 and 2012 who will eventually graduate from princess dolls to palettes. Grasping the attention of these millennials and post-millennials is the future of advertising.
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