In this 1997 bestseller, Michael Adams describes the trajectory of social change in Canada, illuminating the society’s movement over the latter half of the 20th century from values of religiosity and deference to authority to those of secularism and autonomy. Dividing the population into twelve distinct social values “tribes,” Adams argues that for Canadians demography is no longer destiny. In contemporary Canada, individuals’ identities are increasingly defined not by traditional demographic markers such as age, race, gender, and class, but by their personal values and worldviews aspect of their existence
Reviews
“An intriguing mix of social values research, funky insights, and provocative speculation.”
— The Ottawa Citizen
“Adams’s book has much to offer. It is a useful corrective to the determinism of popular demography.”
— The Globe and Mail
“Sex in the Snow is a serious and intriguing analysis of a nation and society in transition.”
— Maclean’s
Related reading
Canadian Millennial Social Values Study
A major national survey conducted in 2016 reveals a bold portrait of Canada’s Millennials (those born between 1980 and 1995), that for the first time presents the social values of this generation, and the distinct segments that help make sense of the different and often contradictory stereotypes that so frequently are applied to today’s young adults.
Unlikely Utopia: The Surprising Triumph of Canadian Multiculturalism
Most countries accept immigrants, but when it comes to the scale of its immigration inflow and the diversity of its foreign-born, Canada stands alone in the world.
A social values journey down memory lane
On May 9, 2025, Michael Adams is being inducted into Canada’s Marketing Hall of Legends. The award recognizes Michael's decades of helping people understand one another. Long-time friend and colleague Barry Watson has written a reflection on his influence on research, marketing, and society. | By Barry Watson