Canadian youth – a social values perspective on identity, life aspirations and engagement of Millennials and Gen Z
The two youngest generations of Canadians – most often referred to as Generation Z (ages 9 to 24) and Millennials (25 to 40) – are the largest in the country’s history, and together make up a substantial proportion of the population (over 40%). These generations play a dominant role in today’s economy, both in the workforce and as the principal consumer market in many industries. At the same time, their influence is much less significant when it comes to how the country is governed, in terms of politics and policy. Most of the positions of power in Canada are filled with people in older generations, who often appear to not appreciate or give credence to the priorities of younger people. Because younger Canadians are less likely to vote in elections, they lack political clout to demand greater attention.
But today’s youth are already assuming leadership roles that will expand rapidly over the next few years. It is in everyone’s interest that their voices be heard and fully incorporated into society’s collective decision-making. Their world context and life experiences are distinct from those of their parents and grandparents, and they assume leadership roles tasked with addressing the difficult challenges facing society. This makes it important to understand who they are today, in terms of their values, priorities and life experiences.
A major impediment to understanding Canadian youth is the prevailing tendency of lumping an entire generation into a single group, the implicit assumption being that age alone is the defining characteristic.
Survey details
The research consisted of an in-depth survey conducted online with a representative sample of 5,264 Canadians ages 18 to 40 across the country, encompassing leading edge Gen Zers (ages 18 to 24) and Millennials (25 to 40) between September 8 and November 9, 2020. The sample included over-samples of individuals who self identify as Black or Indigenous, to provide for sufficient representation of each group for analysis.
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