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HowCanadianMillennialsGive: ResearchmadepossiblebytheRideauHallFoundation
TableofContentsExecutivesummary.................................................................................................................1
Researchbackground..............................................................................................................2
Objective1:WhatarethesocialvalueslinkedtocharitablegivingamongMillennials?...........5
Objective2:Whatdoes“giving”meantoMillennials?............................................................7
Objective3:Howarethesocialvaluesthatimpactgivinglearnedoracquired?......................9
Appendix:DetailedprofilesofMillennialstribes...................................................................10
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ExecutivesummaryAuniqueresearchprojectwasconductedwithMillennialstobetterunderstandwhatmotivatesthemtogive(particularlyintermsoftheirsocialvalues,orunderlyingmindsetsandmotivationsforgiving),whatgivingmeanstothem,andhowtheydevelopthesocialvaluesassociatedwithgiving.
ThesocialvaluesprofileofMillennialswhogivetocharitablecausesindicatesthatthisisagroupmotivatedby:havingchoiceandpersonalcontrol;makingdecisionsbasedonlogicandreason;adesiretomakeadifferenceandachievemeasurableresults;adesiretobepersonallyinvolvedandexperiencetheimpactoftheirgift;andwantingtoseebenefitsatthelocalcommunitylevel.
TheresultsofthefocusgroupswithMillennialsconfirmthatformany,givingisaninteraction;theyarenotcontenttogiveandwalkaway.Theyappeartobesearchingforconnection,andwelcometheintensityofdirectandpersonalgivingexperiences(i.e.,givingdirectlytothepersoninneed).ThissuggestsanopportunityfororganizationstoimprovetheirengagementwithMillennials,tomotivatefinancialdonationsbutalsotoaccesstheir“timeandtalent”(i.e.,activatevolunteerism).
Therational/logicalsideoftheseMillennialsmeansthattheyarealsolookingforevidenceoftheimpactoftheirdonation.Thereisafairamountofskepticismthatdonationsarecurrentlybeingusedtofullybenefitthosewhoneedit.
Givingappearstobealearnedbehaviour.Millennials’givinghabitsoftenbecomeingrainedinchildhood–asdotheassociatedsocialvalues.WhileMillennialsthemselvesarenowbeyondchildhood,thereisanopportunitytoengagewiththemasparents(astheynegotiatethechildrearingyears),encouragingthemtoprovidetheirchildrenwithgivingexperiencesliketheythemselveshad.
WhenweunderstandwhatmotivatesMillennialstogive,wearebetterequippedtocommunicatewiththeminarelevantandproductiveway.Ultimately,theresultssuggestthatMillennialsdon’thaveadramaticallydifferentorientationtowardscharitablegiving,butdohaveuniqueperspectivesonthetopic.Thus,strategiesdesignedtocommunicatewithMillennialsshouldconsiderwhattheywantfromtheirgivingexperience.
ThisresearchformspartoftheGivingBehaviourProject,establishedbytheRideauHallFoundation(RHF).TheGivingBehaviourProjectisanefforttobetterunderstandthecurrentgivinglandscapeinCanada,andtousethatknowledgetohelpstrengthentheevidencebaseoffundraisingpractices.ItiscentraltotheRHF’sgoaltowidenthecircleofgivingbyreinforcinggivingasafundamentalCanadianvalue.
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Researchbackground
Objectives
TheRideauHallFoundationisundertakingaprojecttodeepenourunderstandingofthefactorsthatmotivateCanadianstogive,andthebarriersthatmaylimittheirabilitytodoso.
OnefocusfortheprojectisMillennials,asthefutureofcharitablegivinginCanada.Millennialsarethegenerationbornbetween1980and1995.In2017,theyarebetween22and37yearsold.
Environicshasdevelopedauniquesocialvalues-basedsegmentationofMillennials,whichwasusedasthestartingpointforthisresearchexploringthesocialvalueswhichimpactgivingbehaviour.
Previousresearchhasshownthatlikelihoodtodonateanddonationamountsincreasewithage,butalsovaryacrossMillennials’segments.Thecurrentresearchsetouttoexplorethereasonsforthisvariationingivingbehavior,withthefollowingthreeobjectives:
1. Whatarethesocialvaluesthatimpact(“drive”)charitablegivingamongMillennials?
2. Whatdoes“giving”meantoMillennials?Isanewdefinitionrequired?
3. Howarethesocialvaluesthatimpactgivingbehaviorlearnedoracquired?
Whataresocialvaluesandwhyaretheyimportant?Socialvaluesareaperson’sfundamentalposturesorworldviewsthatsetthecontextinwhichtheyreacttosituations,events,opportunitiesandchallenges.Valuesareformedearlyinlife(largelysetbythemid-teens)butcanevolveslowlyovertimethrougheducationandlifeexperiences.Valuesarewhatconnectustotheunderlyingculturalandpersonalnarrativesthroughwhichwemakesenseoftheworld.Ultimately,charitieswanttomoveindividualsalongthe“givingcontinuum”,turningnon-donorsintodonors,andmotivatingcurrentdonorstogivemore.Valuesprofileshelpinformthestrategytoachievetheseobjectives,intwokeyways:
• Identifyingwhoarethetypesofindividualstowhomwewanttotargetmarketingefforts
• Guidinghowweframeourcommunicationsandmessagingtoresonatewiththevaluesoftheseindividuals
TheCanadianMillennialsocialvaluestribesEnvironicshasidentifiedsixdifferent“tribes”ofMillennialsbasedontheirsocialvalues.Thefollowingarethumbnaildescriptionsofeachtribe;moredetailedprofilesareprovidedintheAppendix.
BrosandBrittanys(38%ofMillennials)
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Thesearethe“mainstream.”YoungurbanandsuburbanMillennialsnotlookingtochangetheworld.TheystarttheirdaywithacupofTim’sandenditwithabeer.Theyareenthusiasticusersoftechnology.
EngagedIdealists(19%ofMillennials)
PopulararchetypesofMillennialsarebasedonthistype.SkewedfemaleandinB.C.,theyaresociallyawareandengaged.Theytendtoholdprogressivevaluesandareambitious.Highlyconnectedandheavytechusers.
NewTraditionalists(10%ofMillennials)
Beingspiritualandreligious,thissegmentbelievesinatraditionalfamilystructureandhaveamoreconservativemindset.Theyarepracticalconsumerswhowatchtheirmoney,andhavealowneedforstatusrecognition.
CriticalCounterculture(4%ofMillennials)
TheseMillennialsarecivic-minded,ethicalconsumers,withaglobalconsciousness.Theyareskepticalofadvertisingandapproachconsumptioninamoreutilitarianfashion.
DiverseStrivers(10%ofMillennials)
Theylovecrowds,attentionandpursueintensityinalltheydo.Theyareconnectedtotheircommunities,believeindutyandwanttogetahead.Theyalsolovetospendmoney,caringabouttheirappearanceandwantingbrand-nameproducts.
LoneWolves(19%ofMillennials)
Thissegmentactivelydisengagesfromsocietyandrejectsauthority.Theyarerebellingwithoutacause.Theyaresimplyskepticalabouttheworldandwhatithastooffer.
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Methodology
Objective1:Twokeydatasourceswereused:
• DatafromtheEnvironicsInstitutestudy,basedon3,000Millennials,includingwhethertheygavetoacharity,donationamountandapproximately30valuesitemsusedtoclassifyMillennialsintosegments
• EnvironicsResearch’sfullsocialvaluesdatabase(76values,measuredby100+questionitems)wasimputedintothedataset
Amultivariatestatisticaltechniquecalleddriveranalysiswasusedtohelpidentifythemotivatingfactors(whatarethe“buttonstopush”).
Objectives2and3:Morethan200Millennialswererecruitedtosubmitvideoresponsestoourresearchquestions.
• Participantswererecruitedfromsocialmediaandanonlinepanel,andwerepaidanominalincentive.RHFandEnvironicswereidentifiedasprojectpartnerstoconfirmlegitimacyandencourageparticipation.
• Participantsweredirectedtoacustomizedwebsitetocompleteamini-surveythatidentifiestheirsegment,andwereaskedtorecorda2-3minutevideoresponsetooneoftheresearchquestions.Consentwasrequestedforpermissiontopubliclysharethevideos.Asmallnumberofthesubmissionshavebeencompiledintovideosummariesthatillustratethekeythemesweheard.
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Objective1:WhatarethesocialvalueslinkedtocharitablegivingamongMillennials?Giversarehigheronpersonalcontrol,andloweronacceptanceofviolence,anomie&aimlessnessandtimestress
AmongMillennials,giversaremorelikelytohaveagreatsenseofbeingincontroloftheirlives(andaccordingly,morelikelytorejectthechaosofviolenceandfeelingsofalienationandtimestress).Thesevaluesspeaktothetypesofpeoplewhoaremorelikelytofeelabletogive,butalsotheirmotivationforgiving:itisapersonalchoiceoverwhichtheyhavecontrol.
Millennials’givingisalsomotivatedbythevaluesofemotionalcontrolandsociallearning
Inadditiontopersonalcontrol,giversvalueemotionalcontrol.Theyprefertolookatthingsinalogicalwayandwanttobasetheirdecisionsonreason.Thissuggeststhat–evenwhentheycareverystronglyaboutacause–itisimportantthattheirrationalandreasonedconcernsareansweredandaddressed.Italsospeakstoadesiretomeasureordemonstratetheimpactoftheirgift,toensureit’sgoingtomakeadifference.
Anothermotivatorforgivingissociallearning.Theywantmorethanhandingovertheirdonation;theywanttobeinvolvedandexperienceitsimpact.Inpart,thisreflectsinterestinandcuriosityaboutothers.Italsoreflects“enlightenedself-interest”,ortheideaofgettingsomebenefitforthemselves.Forexample,acharitycouldprovideaccesstothepeopleoranimalsthatitassists,sothatdonorscanbetterunderstandwho/whattheyaresupporting.
Giversaremorelikelytoholdthevaluesofreligiosityandcommunityinvolvement,suggestingthatyouthgroupsandlocalcommunityarespringboardsforreachingMillennials.
Millennialswhogivearemotivatedbycommunityinvolvement.Theyaredrivenbythe“micro”,immediateorclose-knitimpactoftheirefforts.Implicationsforcharitiesincludeusingmoregrassroots,small-scaleeventsasgoodopportunitiestointerceptandconnectwithpeople.Whatcancharitiesofferintermsofinterestingknowledgeaboutaneighbourhoodortown(e.g.,howmanylocalresidentshavebeensupported)thatappealstothissharedvalue?Candonorincentivesshowsupportforlocalresidents(e.g.,thanksforyourdonation,hereisasmallcraftmadebyalocalartisan).
Religiosityisasmuchaboutfulfillingreligiousmoralsasappealingtoorganizedreligion,forexample,theprincipleofhelpingthoseinneedorthosewhoarenotaswell-offasyou.Strategiesthatbuildoffthisvaluecouldincludereachingouttoyouthgroupsacrossdenominations,tobecomeadvocatesforthecauseandpartnersinfundraisingactivities.
Implications
WhenweunderstandwhatmotivatesMillennialstogive,wearebetterequippedtocommunicatewiththeminarelevantandproductiveway.Eachcharityhasdifferentobjectivesandcapacities,andthuswillneedtodevelopstrategiesuniquetothem.Totheextentpossible,thesestrategiesshouldconsiderwhatMillennialswantfromtheirgivingexperience:
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! Choice/personalcontrolovertheirdonation
! Understandingofhowtheirdonationisbeingused/transparency/accountability
! Tomakeadifference/achievemeasurableresults
! Tobepersonallyinvolved/experiencetheimpactoftheirgift
! Toseethebenefitsatalocal,communitylevel
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Objective2:Whatdoes“giving”meantoMillennials?ForMillennials,givingisaninteraction;theyarenotcontenttogiveandwalkaway.
Millennialsexpressadesireforbotharespectfulandameaningfulinteractioninhowtheygivetocauses.Theywantgivingtobeanopportunityforconnection–thatis,anactiveratherthanapassiveact.
Likelyrelatedtothispreference,someMillennialsbelievethatgivingtimeortalentispreferabletogivingmoney.Someechotheoft-heardideathatit’sbettertoteachsomeoneaskillratherthandoitforthem;otherssuggestthatpersonalinvolvementdemonstratesagreatercommitmenttothecause(“Giveyourwholeheartandselftothatcause.”)Thisispossiblyabeliefthatneedstobeaddressed–thatgivingmoneyis“notasgoodas”givingofyourself.
Thereisalsosomerecognitionthatthemannerofgivingdependsonthecharityandwhatitneeds,aswellasontheindividualandwhattheyareableorpreparedtogive(e.g.,theymaynotbeabletoaffordafinancialdonation,butcanvolunteertime).
Socialmediahasaroletoplay,butdoesnotreplaceotherwaysofgiving
Thereisaconsensusthat“liking”acauseonFacebookisusefulinboostingawarenessofacharityorcause,butotherwiseisnotanimpactfulformofgiving.AfewevensuggestthatFacebook“likes”areaslipperyslopetowardslessengagement,sinceitcontributestothefeelingofhavingdonesomethingwhentheindividualhasnotcontributedwhatacharitytrulyneeds.
Millennialsaregenerallybothrationalandskepticalaboutgiving
Millennials’ideal“ask”ispolite,direct/honest(i.e.,thereisclearlyareal,tangibleneed),andinvolvesapersonalrequest.Thisisnotablyconsistentwiththeearlierfindingsthatthesocialvaluesof“givers”includerationality,logicandcontrol;calm/alackoftimepressure;and,rejectionofaggression.
Manywanttounderstandthetruevalueoftheirdonation,intermsofknowingwherethemoneyisgoingandensuringitgetstothoseinneed.Notably,forsome,thereisareallackoftrustincharitiesandhowtheyusecharitabledonations.
Millennialswanttogiveinthewaythatmakesthemostsenseforthemtoprovidevalue
Totheextentpossible,itisvaluabletounderstandyour“targetaudience”andcustomizetheapproach/requestaccordingly.Forexample,somearemotivatedtomakeanimmediate,off-the-cuffdonation;otherswanttimetodoresearch.Somearedrivenbyfunandengagement,whileotherswanttodonatetowhattheyarepassionateabout.
Implications
ConsistentwiththesocialvaluesprofileofMillennialdonors,theseresultsprovidefurtherevidencethatMillennialsarenotcontentwith“passive”donations;theywouldpreferdirectinvolvementandevidencethattheirsupportishelping.Ideally,thisalsomeansfindingwaysforMillennialstocontributethatbestmatchtheircapacity,skillsandtalents.
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RatherthanthecomplexityofappealingtoalltypesofMillennials,itwillbemostefficientandeffectivetoidentifytheaudiencemostorientedtowardsyourorganization’scause.Whoarethey,whatmakesthemtick,whatappealstothemandwhatturnsthemoff?Thisunderstandingcanhelpinformanapproachthatisasuniqueandspecializedastheindividualsthemselves.
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Objective3:Howarethesocialvaluesthatimpactgivinglearnedoracquired?ChildhoodexperiencesoftenserveasthefoundationforMillennials’givinghabits.
WhenMillennialsdiscusstheirfirstormostmemorableexperiencewithgiving,afewkeythemesarise:
• Parentsandgrandparentsareamajorsourceofinfluenceaboutgiving,eitherthroughexplicitinstructionorthroughtheimplicitexampletheyset.Theseexperienceshelpgivingbecomeingrainedearlyon,likethedevelopmentofsocialvaluesthemselves.
• Othermemorablegivingexperienceshappenaspartofagroup,suchaswithfriendsoraspartofaschoolgroup.Joyofbeingpartofagroupandrealizationofwhatcanbeachievedwhenpeopleworktogether.
Thereisconsiderablepowerinadirectinteractionwiththerecipient.
Themostimpactfulexperiencestendtoinvolvedirectinteractionwiththepersoninneed.OftenMillennialsrefertofeelingaconnection,throughthereactionoftheindividualorseeingthebenefitoftheaction,evenforthesmallestgesturesordonations.Forothers,thedirectconnectionisthroughafamilymemberwhoisaffectedandneedshelp.
Oftenbutnotalways,thecircumstancesare“jarring”,pushingthemoutoftheireverydayrealityandshiftingtheirframeofunderstandingtheworld(e.g.aneighbour’shousefire,afamilycancerdiagnosis).Suchexperiencestendtobeassociatedwithintenseemotions(joy,fear)andarealizationofhowluckythegiverisintheirfamily,communityorcountry.
Implications
Millennialsappeartobelookingforconnection.Asacharitableorganization,howcanyoumaketheirgivingexperienceasdirectandpersonalaspossible?Howcanyoubringtogetherthegiverandtherecipient(virtually,ifnotphysically),makingtheactofgivingalittlemoreintimate?
Oneexampleistobuildasocialplatformforgivingasaformofconnection.Thisgoesbeyondsocialmedia.Instead,itfocusesonthepowerofcommunity(throughschools,partnerorstakeholderorganizations,communitygroups,peer-to-peergroups)tobuildasenseofbelongingandreinforcegivinghabits.
Considerbuildingengagementwithparentsofyoungchildren.AsMillennialsnavigatethechildrearingstage,itprovidesanopportunitytogettheminvolved(i.e.,encouragingthemtoeducateandinfluencetheirchildren).Thisalsosupportsthedevelopmentofgivingbehaviours–andtheirassociatedsocialvalues–inthenextgeneration.
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Appendix:DetailedprofilesofMillennials’tribes
Bros&Brittanys(38%ofMillennials)
Thisisthelargestgroup,makingupone-thirdofthegeneration.Bros&Brittanysareavidrisk-takerswhopursuethrillsandexcitement,andareenthusiasticconsumers.TheyareMillennialswhoworkhardtogetpaidandhavethelifestyletheywant.Theyembracetechnologyandappreciatesocialconnectivity.Lookinggoodandbeingrespectedisimportanttothem—and,assuch,theyliketostaycurrentwith
thelatesttrends.TheseMillennialsarenotlookingtochangetheworldandsometimestheydon’tfeelincontroloftheirdestinies.Timeforanescapeandalittlefunlikecatchingaconcert,beerandHDsportsinthemancaveoragirls’nightoutareimportanttothem.
Asthelargestofalltribes,Bros&Brittanystendtodefinethemainstreamdemographically.ComparedwithothertribestheyaremorelikelytobeQuebecers,male,abitolder,livingwithapartner(butincommon-lawratherthanmarriage),andemployedfull-timeversusbeinginschool.Bros&BrittanysareoneofthetribesmostlikelytobeborninCanadaandethnicallywhite,butarealsowell-representedbyethnicChinese.Theyhaveaveragelevelincomesandjustbelowaverageeducationalattainment.
EngagedIdealists(19%ofMillennials)
EngagedIdealistsareMillennialsonsteroids:engaged,sociable,energetic,experience-seekingandidealistic.Theybelieveincontributingasmuchaspossibletotheirrelationships,careersandcommunities—andtherewardfortheireffortsispersonalgrowthanddevelopment.TheseMillennialsbelievethattheiractionsmatter,shapingtheirlivesandtheworldaroundthem.Theyrecognizethattheir
environmentiscomplex,butfeelconfidentintheirabilitytonavigateit.Theywantinteresting,meaningfulcareersthatletthemexpressthemselvesandusethecreativitythatiscentraltotheiridentity.Moneyisnice,butthequalityoftheirworkexperiencesisahigherpriority.Theyalsotrytohavetimeforspontaneousfun,whichtheyseeasanimportantpartofahappy,balancedlife.
EngagedIdealistsareprimarilyCanadian-bornandmostlyidentifyethnicallyaswhite.Theyarethemostfemaleofthegroups(at60%),abityoungerthanaverage,andaremostpresentinOntario(butalsowithsolidwesternrepresentation).EngagedIdealistsareamongthosemostlikelytobelivingwithapartnerorspouse(versuswithfamilyorroommates),butnomorelikelytobemarried/common-law,andlessapttohavechildren(beingsomewhatyounger).Theyareamongthemosteducatedoftribes(behindonlyCriticalCounterculturists)andhaveslightlyhigherthanaveragehouseholdincomes.
NewTraditionalists(10%ofMillennials)
Astheirnamesuggests,NewTraditionalistsholdmanyvaluesthatwouldnotbeoutofplaceinthe1950s—buttheiroutlookalsoreflectssomedistinctly21stcentury
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concerns,includinganinterestinenvironmentalissues.TheseMillennialsaremorereligiousandspiritualthanothers:Religionisanimportantpartoftheirlivesandcentraltotheiridentity.Theybelieveinstayingtruetothevalueswithwhichtheywerebroughtup,particularlytowardsconservativefamilyandgenderroles.NewTraditionalistsalsovaluetraditionalmodesofetiquetteandpropriety:appropriatedress,goodmanners,respectforelders,atidyhome.Theyrespectauthorityfiguresmoresothantheirpeers,reportastrongersenseofduty,andagreatersenseofidentificationwiththeirfamilyrootsandancestors.
NewTraditionalistsaretheoldestandmostestablishedoftheMillennialtribes.Theyarealsomorelikelythanaveragetobefemale,tobemarried(butnotcommon-law)andhavechildren(andthosewhoarenotyetmarriedorparentsaremostlikelytowanttheseintheirfuture).Thistribeisslightlyover-representedinAlbertaandManitoba.AlongwithDiverseStrivers,thisgrouphasahighproportionofimmigrants,andabroadethnicmix(especiallythoseidentifyingasBlack).NewTraditionalistsaresomewhatlessapttobeemployedfull-time,withahigherthanaveragenumbernotlookingforwork(likelystay-at-homemothers).Theyhaveahigherthanaveragelevelofeducation,andthehighesthouseholdincomesofanytribe(inpartbecauseofbeingolderandmarried).
CriticalCounterculture(4%ofMillennials)
MillennialsintheCriticalCounterculturesegmentaretheengaged,criticalyoungpeoplesometimesfeaturedinstoriesabout20-somethingsbuildingbusinesses,pursuinggroundbreakingonlineactivism,andotherwiseshakinguptheworld.TheysharemanyofthesameprogressivevaluesasEngagedIdealists:Theybelieveingenderequality,areateasewithdiversityofallkinds,andrejectdiscriminationand
injustice.ButwhileEngagedIdealistsseetheworldthroughasocialandemotionallens–pursuingauthenticrelationshipsandexperiences,andstrivingtoexpresstheirtrueselves–thegoldstandardforCriticalCounterculturistsisclear-eyedrationality.Theyrejectstatusandauthoritytheyseeasillegitimateorsuperficial;theydon’tmindleadingwhentheycanaddvaluetoaproject,butwouldhateforsomeonetojudgethembytheirjeansorsmartphone.
ThisisbyfarthesmallestoftheMillennialtribes.CriticalCounterculturistsareequallylikelytobemaleorfemale,theyaremostlikelytofitintothemiddleagerange(27to31),andpresentinBritishColumbia.Theystandoutmostasbeingtheleastfamily-orientedoftribes:Theyaremostlikelytobesingleandhavenochildren,andaremostkeentokeepitthatway.CriticalCounterculturistsarealsobyfarthemosteducatedgroup(oneinfivehasagraduatedegree),althoughtheirhouseholdincomesareabitbelowaverage.Thistribeisoneofthree(alongwithDiverseStriversandNewTraditionalists)withahigherproportionofimmigrants,butmostalsoidentifyethnicallyaswhite(e.g.,anglophonesarrivingfromtheUSAandEurope).
DiverseStrivers(10%ofMillennials)
ToDiverseStrivers,‘makingit’inlife,anddoingthingsthatbringnewandintenseexperiencesaretoppriorities.TheseMillennialscravematerialsuccessandtheypushthemselvestoachieveitinanumberofways.Theyworkhardintheircareersandpursuepersonalchallenges(likemarathonsormarathonhotyogasessions)in
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theoff-hours.Theystrivetoinspirerespectinthoseclosesttothembydoingtheirduty,andbeingupstandingmembersoftheirfamiliesandcommunities.Theytakecaretolookgood,andhavethelatestgadgetsandtoystomaintainasharpandsuccessfulappearance.DiverseStriversreporthighlevelsofvitality—theylovecrowds,attentionandpursueintensityinalltheydo—andtheyneedeverybitoftheirenergytokeeppushingforwardtowardtheirgoals;theyneverstopbuildingtheirresumestosatisfytheirambitionsandimpressothers.
DiverseStriversarethemostmulticulturaloftheMillennialtribes.Theyaremostlikelytobeborninanothercountry,andtohaveanon-whiteethnicbackground,especiallySouthAsianbutalsoothers(Black,Latino,Chinese).Thisgroupisalsomoremalethanfemale,youngerinagethanmostothertribes,andtendstobeconcentratedinOntario(especiallyintheGTA).Despitebeingyounger,theyareaslikelyasaveragetobemarried(butnotcommon-law)andtohavechildren;DiverseStriversnotyetmarriedorparentsareamongthosemostkeentowantthisintheirfuture.Beingyounger,theyaremorelikelytobestudents,althoughtheyhaveaverageemploymentandhouseholdincomelevels.
LoneWolves(19%ofMillennials)
Deeplyskepticalofauthority,andlackingstrongsocialandemotionalconnections,LoneWolvesresemblethestereotypicalGenXersofthe1990s:coolandstandoffish.TheseMillennialsaresolitary,andfavourkeepinglifesimpleandstraightforward.Theyareseldominvolvedincommunityeventsandrarelyfeelstronglyconnectedtowhat’sgoingoninsocietyatlarge.Still,whereassomepeoplefeelingdisconnected
fromsocietyareangryorhostiletoothers,LoneWolvesarelow-key(e.g.,theyarenotxenophobicorsexist).IfdisaffectedGenXers’mottowas“Whatever,”perhapstheLoneWolves’wordstolivebyare“I’mnothurtinganyone.Justletmebe.”
Despitestereotypes,LoneWolvesareequallylikelytobemaleorfemale,aswellasbeingsomewhatolderthanaverage,andmostconcentratedinQuebec.Theyareamongthemostnative-bornandethnicallywhiteoftribes(alongwithEngagedIdealists).TheirdomesticarrangementsarecomparabletoMillennialsoverallintermsbeingmarriedandhavingchildren;butLoneWolvesnotyetsettledinthiswayarebyfartheleastinterestedofanytribeingettingmarriedorhavingkids.Amongthetribes,theyareleastlikelytobeemployedfull-timeorcurrentlyinschool,andamongthosemostapttobenotlookingforwork(alongwithNewTraditionalists,butfordifferentreasons).ThistribehasthehighestproportionofMillennialswithoutpost-secondaryeducationandhouseholdincomesunder$30K.