Millennials continue to be a sought-after segment in Canada, but the biggest mistake marketers can make is generalizing them based on stereotypes. Andrew Au, president of Toronto-based Intercept Group, a millennial specialist agency, spoke with eMarketer's Paul Briggs about the common misconceptions about millennials in the market, and provided insights into their spending habits. Au was interviewed as part of eMarketer's June report, "Media Habits of Millennials in Canada 2018: Five Key Personas to Understand and Target."