Discover our
Social Values Segmentations

 

By looking at values through the lens of generational cohorts, we’re able to identify trends that have occurred over time. For example, we know that the Elder generation, those born before 1945, tended to hold values oriented toward authority and survival; but as we move forward through the decades, we see a shift to values more aligned with fulfilment and individuality. Understanding the values that drive these shifts better equips us to understand the motivations and beliefs that are shaping current events, and predict future reactions.

At the same time, we see that, within each generation, there exists a diversity of values and distinct social values segments within each cohort. In fact, that diversity has increased with each emerging generation, from only three distinct value segments among the Elder generation, to a total of seven among Generation Z alone.

Click on a generation below to explore the social values segments within that cohort, or take our quiz to find out which values segment your individual values most align with.

Elders

Pre 1945

Boomers

1945-1964

Gen X

1965-1979

Millenials

1980-1994

Gen Z

Post 1995

Take our quiz to find out which social values segment you belong to

vExplore our recent social Values insights

How can we help your organization?

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