
Meet Gen X
When Generation X (born 1965-1979) emerged into adulthood in the 1990s, the stereotype was that they were world-weary and disengaged. A little of that stereotype is evident in their values profile today – although it’s important to remember there are six distinct segments within this cohort. On average, these Canadians express little interest in community involvement, and score low on more sociable values; they are not too enthusiastic about learning from others through personal connections, or forming deep emotional bonds. Perhaps because they sometimes feel a little cut off from society, Gen Xers also seem a bit defeatist about big social challenges like fixing the environment: they’re fatalistic about the planet, and say they make few efforts to live a green lifestyle. As consumers, meanwhile, Gen Xers are enthusiastic: on average they say they like being seduced by advertising, and like to make spontaneous purchases.

Meet Gen X
When Generation X (born 1966-1980) emerged into adulthood in the 1990s, the stereotype was that they were world-weary and disengaged. A little of that stereotype is evident in their values profile today – although it’s important to remember there are six distinct segments within this cohort. On average, these Canadians express little interest in community involvement, and score low on more sociable values; they are not too enthusiastic about learning from others through personal connections, or forming deep emotional bonds. Perhaps because they sometimes feel a little cut off from society, Gen Xers also seem a bit defeatist about big social challenges like fixing the environment: they’re fatalistic about the planet, and say they make few efforts to live a green lifestyle. As consumers, meanwhile, Gen Xers are enthusiastic: on average they say they like being seduced by advertising, and like to make spontaneous purchases.
Click on a segment to learn more about the values that define them.
Thrill-Seeking
Materialists
Aimless
Dependants
Social
Hedonists
New
Aquarians
Autonomous
Post-Materialists
Security
Seeking Ascetics
Autonomous
Post-Materialists
Security
Seeking Ascetics
Thrill-Seeking Materialists
Thrill-Seeking Materialists
Who They Are
Showing off what they’ve got means a lot to this group of Gen Xers. Thrill-Seeking Materialists value social status, and they try to attract others’ notice and admiration both through high-paying jobs (ideally with impressive titles) and through conspicuous consumption. Although, as their name suggests, they have a taste for risks and thrills when it comes to fun and entertainment, these Gen Xers don’t always embrace novelty when it comes to society and the family; their social values reflect a traditional streak when it comes to gender and sexuality, for example.
Demographic Highlights
![]() |
More likely to hold skilled jobs |
![]() |
Most urban Gen Xers |
![]() |
Least likely Gen Xers to live in Ontario |
Key Social Values
Aimless Dependants
Aimless Dependants
Who They Are
This is the segment that most closely aligns with stereotype of Gen Xers that prevailed in the 1990s, summed up by the simple phrase, ‘Whatever.’ Their values profile does not reveal strong enthusiasms for some of the sources of value that turn others on, such as community or even pleasure-seeking. For the Aimless Skeptics a job is just a paycheque, not a source of prestige or fulfilment. They do strive for a sense of security and stability in life; perhaps their fatalistic outlook leads them to believe that being slightly insulated from the world’s ups and downs is the best they can hope for. When it comes to spending, they express an occasional interest in conspicuous consumption, but in daily life, whatever is cheapest is probably fine. Whatever.
Demographic Highlights
![]() |
Most likely Gen Xers to be immigrants |
![]() |
More likely to be male |
![]() |
More likely Gen Xers to live in Saskatchewan |
Key Social Values
Social Hedonists
Social Hedonists
Who They Are
Looking good and feeling good is the focus for these Gen Xers. They want the latest and greatest trends in every aspect of their lives, including the communities they live in; they like to be the first to try a new restaurant, a new flavour, a new product. If it doesn’t work out, on to the next novelty. Their social circles are high on their list of priorities and they are always on the lookout for some in-the-moment fun with friends, or friends of friends. They’re avid risk-takers and are much more concerned with getting a hold of the latest products than saving for their futures.
Demographic Highlights
![]() |
Most likely Gen Xers to be married or common-law |
![]() |
Most likely Gen Xers to be highly educated (university or more) |
![]() |
Least likely Gen Xers to live in a rural community |
Key Social Values
New Aquarians
New Aquarians
Who They Are
These Gen Xers are critical, social-justice-seeking idealists. They believe all people deserve respect, and don’t like the idea of deferring to someone because of their status, seniority, or title. Although the New Aquarians are serious about plenty of social issues – they’re deeply concerned about the environment and about people who have been excluded or marginalized – they’re also always on the lookout for new experiences in life. Their work is important to their identities, and they’d never take a job they didn’t believe in.
Demographic Highlights
![]() |
More likely to hold a post-graduate degree |
![]() |
Most likely Gen Xers to be separated or divorced |
![]() |
Most likely Gen Xers to earn a household income over $150K |
Key Social Values
Autonomous Post-Materialists
Autonomous Post-Materialists
Who They Are
This is one of the largest Gen X segments in Canada. Autonomous Post-Materialists are strongly motivated to have the freedom to do what they want; they’d rather do work they care about, but they don’t see work as integral to their identity – the most important characteristics for a job are flexibility and autonomy. When they have extra money, these Gen Xers are more likely to indulge in new experiences than in material goods they can show off to friends. Spontaneous by nature, they’re always on the lookout for an experience that will satisfy their quest for novelty and personal growth.
Demographic Highlights
![]() |
Most likely Gen Xer to hold a college or vocational education |
![]() |
Most likely Gen Xer to live in an Atlantic province |
![]() |
Most likely Gen Xers to live in rural areas |
Key Social Values
Security Seeking Ascetics
Security Seeking Ascetics
Who They Are
These are the worriers of the Gen X cohort. Putting family and security above all else, this group craves consistency in everything they do. When it comes to their jobs, they’d like to gain some satisfaction from what they do, but financial security is far and away their top concern. Spending and instant gratification are among their lowest priorities, as these Gen Xers never stop saving to gain stability in their lives.
Demographic Highlights
![]() |
More likely to be women |
![]() |
Most likely Gen Xers to live in the suburbs |
![]() |
Least likely Gen Xers to be single |
Key Social Values
Take our quiz to find out which social values segment you belong to
Explore Other Generations

Elders
Pre 1945

Boomers
1945-1964

Gen X
1965-1979

Millennials
1980-1994

Gen Z
Post 1995
Explore more of our social values insights



Find out how can we help your organization
Toronto
366 Adelaide Street West
Suite 101, Toronto, ON
Canada M5V 1R9
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