more than 15,000 Millennials have clicked on and completed our survey in over 25 different countries


Millennials – They’re all a bunch of do-gooder, tech savvy, social sharers bent on changing the world – or at least that’s how they’re often perceived. Here at Environics Research, though, we know that not to be the case.


We’ve spent decades studying the social values of Canadians through our annual Social Values survey, and have amassed a database of research that provides us with an accurate understanding of this Canadian generation. Following on the heels of Environics’ Social Values Tribes, we developed a segmentation exclusively for Millennials. Moreover, we recently teamed up with our partners in the IRIS Network to embark on a global comparison of Millennials with an international survey that spanned 26 different countries. To put it simply, we’ve done our homework when it comes to Millennials. This is how we know that Millennials are far from the homogenous cohort they have often been misperceived as. In actuality, Canadian Millennials can be classified into six unique values tribes, each displaying a wide range of different motivations and attitudes.




So, why then do so many people see Millennials as one uniform group of young people? Recently, we posted a link to our latest Tribes survey on social media so that Millennials and those who are so keen to understand this important generation could interact and learn more.


The response we received was tremendous. To date, more than 15,000 Millennials have clicked on and completed our survey in over 25 different countries as far away as United Arab Emirates. On top of that, according to our analytics, the survey has been shared on social media over 1,000 times.




The interactive dashboard below displays the results of the sharing and provides a comparison of how just some of our survey questions were answered differently by Millennials from around the world. Simply click on a country to start exploring the data.

Even at this early stage in our research, it’s interesting to see that Engaged Idealists and Critical Counterculturists have made up the largest proportion of our survey takers (over 60% in Canada), yet we know from our research that they represent less than 25% of the Canadian Millennial population.

At first glance, these numbers may seem surprising, but when we factor in the social values that motivate these particular Millennials, they make perfect sense. Engaged Idealists and Critical Counterculturists are among the most vocal and participatory of all Millennial tribes, and are among the most likely to value Consumption Evangelism. This means that when these particular Millennials like something, they’re much more likely to share it with their extensive social networks. More importantly, these Millennials place a high value on exploration, discovery and understanding of what makes themselves and other people tick. This explains why these particular Millennials are over-represented in a social media-based survey that provides an insight into themselves and those around them. It also offers an explanation into why the values associated with these two tribes are so often the values used to generalize and stereotype all Millennials. It is, by their very nature, that these segments of Millennials have the strongest voices and are therefore the most heard.

Of course, when you look more closely, Millennials are anything but the same. As Environics has done with the Boomers and other generations, our Millennial tribes clearly show that this generation is anything but homogenous in their values and beliefs. While not all Boomers went to Woodstock and waived protest signs, the same can be said for their children, the Millennials.

We’re only just getting started – we have a number of events and publications on tap for this year that will dive into the results of our research in more detail. Be sure to subscribe to our site for more updates on our Millennials Values Program.

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