Leger’s Youth Study: The Key to Understanding the Younger Generations

“Each generation is a new people,” said famous thinker and historian Alexis de Tocqueville. Leger’s Youth Study seeks to understand these new people who challenge established norms and values. Based on a survey of 3,015 Canadians between the ages of 15 and 39, the Youth Study paints a portrait of two young generations: Generation Z and millennials.

First and foremost, it is important to define what a generation is and why generations are important. A generation is a social group formed according to the events, circumstances and new technologies of its time. Age, more than ever, is one of the most accurate indicators of an individual's behaviour. This is the reason the Youth Study exists, and it is also the reason for its success.

What does it mean to be a young person in 2022?

Divided into three sections, citizenship, work and consumption, we present essential findings for organizations who want to improve their relationship with the younger generations.

Being a young citizen in 2022 means first being suspicious of traditional institutions. For example, 64% of Generation Zers and millennials do not have confidence in political parties, 60% do not have confidence in private companies, and 57% do not have confidence in traditional media. The younger generations are increasingly deserting these structures because they don't feel they can bring about change. The dynamics of interaction between the younger generations and traditional institutions have changed: it is no longer up to the younger generations to come to the organizations; it is up to the organizations to encourage them to join them. The latter must make them understand that change must come through the more traditional structures.

Being a young worker in 2022 means wanting flexibility at work. The emergence of younger generations as baby boomers retire is disrupting the labour market. The labour shortage is allowing young workers to develop a better balance of power with companies, which must adapt to the needs and realities of the new generations. Young Canadian workers are aware of this: 64% of them believe that their employer depends more on them than the other way around, and 66% think they would find a new job if they had to leave their current job. Overall, the Youth Study indicates that young workers differ from their predecessors in their desire for workplace flexibility. Whether it's flexibility in scheduling, location or the corporate hierarchy, young workers want companies that are free of unnecessary constraints.

Being a young consumer in 2022 means wanting efficiency. The young consumer is certainly more aware of local and responsible purchasing. However, efficiency in purchasing remains the essential element in their consumer decision-making. Whether shopping online or in-store, the first criterion that young consumers consider is efficiency. Organizations must help them understand that shopping at home is simple and efficient. If there are unnecessary interactions, barriers or too much time spent waiting, they will find alternatives. Young consumers want simplicity, and they do not want to waste their time.

In conclusion, generational analysis is essential for any company wishing to anticipate the future and prepare for it. Each generation imposes its values on the rest of society. In this context, organizations must listen to what young people have to say about the society in which they are evolving. The future of these organizations depends on it.

Written b y Philippe Léger, Project Manger at Leger