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.