A graphic titled Canadian Millennial Social Values Study features six illustrated portraits in colored squares, alongside the logos of The Environics Institute, The Counselling Foundation of Canada, RBC, Apathy is Boring, and The J.W. McConnell Family Foundation.

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.

A hand holding a crumpled Canadian five-dollar bill over a dark leather bag, partially visible in soft, natural light—an everyday moment reminiscent of Environics Institute Work themes and insights.

Baby boomer generation’s spending will reflect their values

Baby Boomers have left their mark on society at every stage of life, from their stampede through the education system to the “echo boom” they produced in their own fertile years. Now, as they move into the second half of their adult lives, they will make their presence felt again—and not only by their sheer numbers but with the manifestations of their values.

A person holds a bright red maple leaf toward the camera, with their face out of focus. Sunlight filters through green trees, creating a warm atmosphere—reflecting how Canadians want lasting change with economic recovery, as a new survey shows.

The myth of conservative Canada

Much has been made of a purported rightward shift in Canadian values. But research shows that Canadians still want government in their lives, and a majority are not embracing conservative social values.

Hockey, fighting, and what it means to be a man

The first rule of fight club was don’t talk about fight club. The first rule of Canadian hockey seems to be never stop talking about it.

Two Canadian flags with rainbow stripes are held at a vibrant outdoor parade. People in colorful clothing and rainbow accessories line the street, celebrating diversity and inclusion—a counterpoint to claims that Harper has not shifted Canadians' opinions.

Gay rights: You’ve come a long way, baby

In 1991, Tom Lukiwski stood in a campaign office in Saskatchewan, looked into a video camera and made some very derogatory remarks about gay men, to the giggling delight of whoever was filming.

American Backlash: The Untold Story of Social Change in the United States

American Backlash is a study of American values that goes beyond the Red versus Blue dichotomy, beyond the litany of divisive political issues that receive so much attention in American public discourse: abortion, stem-cell research, euthanasia, same-sex marriage, Darwin versus Genesis, prayer in schools, and so on.

A serene arctic landscape with rocky terrain in the foreground, calm water reflecting mountains, and a bright moon illuminating the blue-toned sky—much like the shifting lens through which Canadians see the Wet’suwet’en crisis.

It’s not easy being green

In June of 1989, a remarkable thing happened. When Environics asked Canadians what they saw as the top problem facing the country, the most common answer was the environment.

A smiling family of four, including two adults and two children, sit together at a table in a library, reading books and writing—perhaps even exploring topics like why politicians fixate on the ethnic vote—with shelves of books in the background.

New Canadians, old values?

Who would have thought? The community responsible for Toronto's gay pride parade, reliably the opposite of dull, finds itself at the centre of a legislative debate that has become boring.

Sex and fire: Religion, homosexuality, and authority in Canada and the United States

Canada’s Supreme Court recently declared that, should the federal govern-ment wish to proceed with same-sex marriage legislation, it should be encumbered only by its own fear of controversy–not by any constitutional constraints.

Environics Institute for Survey Research

701-33 Bloor Street East
Toronto, ON M4W 3H1

info@environicsinstitute.org

Subscribe to our eNews

Subscribe to our eNews to stay apprised of our latest reports, Insights, events, and media mentions.

Stay Connected