Millennials in Canada - a new study debunks stereotypes and identifies 6 tribes

A new study of 2,072 Canadians aged 21 to 36 across Canada between July 6 and August 31, 2016 done by Environics’ Research shows that Canadian millennials have similar concerns to past generations of their age group (worried about financial security), seek better work/life balance, and, despite the stereotype of being apathetic, they do follow politics, current events, and are involved in causes.  

The report also identifies six different millennial 'tribes'. Many millennials will no doubt resent being labelled and boxed into a tribe or sub-group. Nonetheless, here are the six groups from the study's executive summary:

• Bros & Brittanys (32% of Millennials): Avid risk-takers, seek excitement, enthusiastic consumers; work hard to get paid in order to pursue their chosen lifestyle; embrace technology and social connections.
• Diverse Strivers (20%): Priority to 'make it' and have material success; are driven in their careers and personal challenges; want to inspire respect in those closest to them; care about their appearance, latest gadgets and toys. 
• Engaged Idealists (17%): Sociable, energetic, experience-seeking, idealistic; contribute to their relationships, careers and communities; believe that their actions matter and shape their lives and the world around them; they want interesting, meaningful careers that let them express themselves and their creativity; quality of their work experience is a higher priority than high pay; seek to have fun and a happy, balanced life.
• Lone Wolves (16%) Skeptical of authority, lack strong social and emotional connections, solitary, aim to keep life simple/straightforward; rarely involved in community events, low-key but not hostile, not aggressive or discriminatory. 
• New Traditionalists (11%): Religion a big part of lives and identity; have conservative family and gender roles; value traditional etiquette, appropriate dress, manners, respect for elders, authority figures; strong sense of duty and identification with family roots.
• Critical Counterculturists (4%): Engaged and critical; sometimes build businesses or pursue groundbreaking online activism, progressive values (like Engaged Idealists) but place high value on rationality; reject status and authority if it's seen as illegitimate or superficial. 

Check out the full infographic here by Environics’ Research 
 
Read the full report here: environicsinstitute.org/institute-projects/current-projects/canadian-millennial-social-values-study  

Press release here: www.newswire.ca/news-releases/new-survey-reveals-the-diversity-of-canadas-millennial-generation-through-their-social-values-613786623.html