Every 20 years a shift takes place. Since World War Two, we’ve witnessed the arrival of Baby Boomers (1945-65), Gen X (1965-85) and now Millennials (1985-2005). The defining dates are not exact; in addition, there are ‘transitional generations’ that combine some of the thinking and values of both the preceding and the coming generation.

It may be that Canadians born in 1985 and later are a more diverse group than previous generations. Just how does their view of life and way of doing things differ from those who have gone before?

University of Lethbridge sociologist Reginald Bibby is one of Canada’s foremost trend trackers. His most recent study, The Emerging Millennials: How Canada’s Newest Generation is Responding to Change and Choice (Project Canada Books, 2009), is based on thousands of interviews and offers an authoritative snapshot.

Options has permission to present here the first of three reports taken from the study.

Excerpts from Ten Things We All Need to Know About Today’s Teens:

Teens today tell us that there is nothing that they enjoy more than . . . friends and music!

Decent people

From the time the first teenagers arrived on the scene, someone has complained that they are rude, self-absorbed and not particularly dependable. Our latest Project Teen Canada 2008 survey results call such stereotypes into question. More than ever, teens value honesty, politeness and concern for others.

Friends and music continue to be extremely significant for teens.

However, a couple of things have changed over the past decade.

First, there has been a big jump in the proportion who say they have “four or more” close friends. Interracial friendships are more prevalent than ever before. Multiculturalism has been a key player in the slaying of the monoculture.

Continue article >>

But in focusing on relationships and music, five percent fewer (40 percent) are keeping up with the news than a decade ago.

Sports interest down

It sounded like cultural heresy. In June of 2009, we informed the nation that there has been a significant decline in teenage interest in the National Hockey League over the past two decades.

The news received more media play than virtually any Project Canada press release ever. What the Project Teen Canada surveys have shown is that, since about 1990, teenage interest in the NHL has dropped from 45 percent to 35 percent. (Among adults, the percentage of fans has slipped from about 35 percent to 30 percent.) Significantly, the teenage decline in interest extends to all other major sports as well.

Fragmentation

Entertainment choices of young people and the rest of us have exploded. We are witnessing what some observers of social trends refer to as the “death of the monoculture.” People of all ages have accelerated choices in every area of life.

The result is the fragmentation of every kind of market. Choices are leading to diminishing market shares, whether we are talking about fashion and electronics or TV viewing, music, reading and pro sports. The options extend to lifestyle, resulting in diverse choices when it comes to family life, education, religion and morality.

The ‘monocultural casualties’ among young people include drinking, smoking and sex – even vices have to compete for the attention of teenagers.

To obtain ‘Ten Things We All Need to Know About Today’s Teens,’ a 64-page booklet that encapsulates The Emerging Millennials, along with other Bibby writings, go to: www.projectcanadabooks.com/thelatestbooks.html

Options - Spring 2010