You may have called them the "woke" generations, but if you employ them, hope to earn their trust or votes, or need their business, a new study by Leger provides political and corporate leaders insight into those that belong to the Gen Z and Millennial generations.
The study surveyed 3,015 Canadians and Americans between the ages of 15 and 39. It studied their views in three areas, citizenship, work, and consumer habits.
On the whole, they trust banks more than they trust the government, the justice system, the electoral system, and political parties. Just 36 per cent of Generation Z and 37 per cent of Millennials trust mainstream media.
They have reservations about the year to come. Two-thirds don't believe the economy will improve, 77 per cent think the political and social situation won't change, and 79 per cent don't expect the environment to get any better.
When it comes to climate change, 58 per cent admit the issue stresses them, and 61 per cent expect to feel the impact personally.
The majority in both generations also say they believe gender is fluid and that corporate boards should have equal representation between men and women. A high percentage think Canada mistreats aboriginals, society still harbours discrimination against the LGBTQ+ community, and that Islamophobia exists.
However, they are also very supportive of Canada's culture of diversity. Sixty-eight percent believe it is a good thing, and 64 per cent like multiculturalism.
For leaders of the Conservative movement, their views of socialism and conservatism may be of particular interest. Almost a third think positively about socialism, while 37 per cent are neutral, and only 16 per cent view conservatism in a positive light.
On the job, employers might want to remember the Millennial and Gen Z generations are well aware the tables have turned with labour shortages in many sectors. They know their worth. While 75 per cent said they were happy with their employment, the same percentage also want a higher salary, and 45 per cent want a flexible work schedule. Sixty-four per cent also believe their employer is dependent on them and not the other way around.
Unlike older generations, the younger cohorts are more likely to shop online. Forty-nine per cent said they bought an item over the internet in the past week, almost as many stating they did so for efficiency's sake.
Unlike past generations, they are also less likely to throw out a product they no longer use. About 70 per cent say they'd donate it, while 53 per cent had bought clothing second-hand. Just slightly less, have sold something in an online market like Kijiji.
As for referring to them as woke, older generations might want to reassess the term if they use it in a derogatory manner. Only 23 per cent are insulted by it.
This year's study is the fourth conducted by Leger. In the 2020 edition, 70 per cent didn't expect the political or social climate to improve, and 75 per cent were pessimistic about action on climate change.
