Book – Sex In The Snow

Sex in the Snow: The Surprising Revolution in Canadian Social Values was the first book by Environics founder Michael Adams describing findings from Environics social values research. A national bestseller, it argued that demography was not destiny – that values shape people’s lives and choices alongside characteristics like age or gender – it divided the Canadian population into 12 values segments across three generations: Elders, Baby Boomers, and Generation X.

Book – Fire And Ice

Drawing on a decade of social values research conducted on both sides of the Canada-U.S. border, Michael Adams’s third book was Fire And Ice: The United States, Canada and the Myth of Converging Values. It argued that despite the two countries’ profound economic integration, their many historical, demographic and geographic similarities, and the ubiquity of American popular culture in Canada, Canadians and Americans increasingly saw the world differently.