July 4, 2024 – Based on a dataset of almost 10,000 adult Canadians, Pollara Strategic Insights has produced My Generation – a deep dive into the turbulent waters of generational differences across a raft of issues, including the cost of living, the economy, housing, politics, news sources, and more.
The Pollara team combined data collected from an ongoing tracking survey, conducted between January to June 2024. The complete dataset includes N=9,524 adult Canadians. A probability sample of this size would carry a margin of error of + 1.0%, 19 times out of 20. The margin of error is larger for sub-segments, as specified within the report. The dataset has been weighted according to the most recent demographic and geographic Census statistics to ensure the sample reflects the actual population of adult Canadians.
Some of the key findings include:
- Younger generations are feeling greater financial and economic pressures than older generations. While the majority of Boomers and Silent Generation Canadians are financially secure or getting ahead, Gen Z, Millennials, and Gen X are all struggling financially.
- As such, inflation and the cost of housing are the top concerns facing younger generations. With these pressures less acute for older generations, they express greater concern for issues like health care, gun violence, and the environment.
- These economic pressures have had political consequences, with Liberal support crashing among younger generations. The Liberals still have pockets of support among older women, with the NDP strong among younger women. The Conservatives hold decisive leads among all other groups.
- There is a generational divide in how Canadians consume their news. Older Canadians still get their news from TV, radio, and newspapers (both online and print), while younger Canadians rely primarily on social media.
For more insights, please see our report.
