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Toronto

33 Bloor Street East
Suite 900, Toronto, ON
Canada M4W 3H1
416 920 9010

Ottawa

116 Albert St
Suite 300, Ottawa, ON
Canada K1P 5G3
613 230 5089

Calgary

421 7th Ave SW
Suite 3000, Calgary, AB
Canada T2P 4K9
403 613 5735

MILLENIALS
LONE WOLVES

Who are they?

Deeply skeptical of authority, and lacking strong social connections, Lone Wolves resemble the stereotypical Gen Xers of the 1990s. These Millennials are solitary, and favour keeping life simple and straightforward. They are seldom involved in community events, have little civic engagement and they don’t feel strongly connected to what’s going on in society at large. Still, whereas some people who feel disconnected from society feel angry or hostile to others, Lone Wolves are low-key: they are not xenophobic or sexist, for instance. If disaffected Gen Xers’ motto was “Whatever,” perhaps the Lone Wolves’ words to live by are “I’m not hurting anyone. Just let me be.”

Demographic Highlights

	Predominantly female
	Most likely Elders to live in the Atlantic provinces
	More likely to have lower levels of education (high school or less)

Thanks for your interest in Environics Research

Thanks for your interest in Environics Research

Use our form to tell us a bit about yourself and what we can help you with and our investment and planning team will get back to you shortly.

Toronto

Ottawa

Calgary

MILLENIALSLONE WOLVES

Who are they?

Demographic Highlights

Key Values

MILLENIALS
LONE WOLVES