David Coletto

12:10PM – 12:55PM PDT

David Coletto

CEO & Founding Partner

David Coletto, PhD, BPAPM, MA, is CEO and a founding partner of Abacus Data, a full-service market research and strategy firm based in Ottawa. With over a decade of experience in the industry, David and his partners founded Abacus over eight years ago, and since then it has grown into one of Canada’s most respected market research firms.

David has worked with a range of organizations across Canada. He’s also one of Canada’s leading experts on generational change and millennials. He is regularly invited to speak to groups across Canada.

He’s a foodie, a gentle explorer, and a political junkie who loves exploring why people think and act they way they do.


There are powerful new forces at work in the modern workplace, a dynamic driven by the intersection of disruptive technology and a new generation of employees who were raised differently and have different values and expectations.

Canadian Millennials (born 1980–2000) comprise the largest portion of the working-age population, representing more than 10 million Canadians. In a few years, they will be the clear majority of working-age Canadians. Their size and influence mean they are fundamentally changing how we work.

Millennials typically have mixed feelings towards choosing long-haul trucking as a career, and the stereotypes of the industry. Understanding their reluctance and changing their minds will require a new mindset. Through an engaging, data-filled presentation, David will demonstrate that a generational lens is needed to understand the dynamics at play and what it will mean for employers. David will also share results from a survey with Abacus and Trucking HR Canada on millennial perceptions of the trucking and logistics sector.