how canadian millennials give · how canadian millennials give: research made possible by the...

HowCanadianMillennialsGive

ResearchmadepossiblebytheRideauHallFoundation

January2018PN9392

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.

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