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![Page 1: Social Values 2009 - Wilson Center and Ice Revisited: American and Canadian Social Values in the Age of Obama and Harper Presented by Michael Adams Presiden Tt, he Environics Institute](https://reader031.fdocuments.us/reader031/viewer/2022030415/5aa131407f8b9a436d8b48a5/html5/thumbnails/1.jpg)
Fire and Ice Revisited: American and Canadian Social Values in the Age of Obama and Harper
Presented by Michael Adams
President, The Environics Institute for Survey Research
for Canada Institute
Woodrow Wilson Center March 14, 2014
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2003
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Most Canadians held the view that Canadian and US cultures were converging*
Increasingly distinct
No change
More similar to theUnited States 58%
31%
9%
Over the past ten years Canada has become:
*Source: EKOS, May 2002
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But our social values research was telling a different story
26
20 18
42 44 49
05
101520253035404550
1992 1996 2000
Canada
U.S.
Agree: Father of family must be master in his own house
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In fact, US and Canada are distinct cultures, with unique socio-cultural trajectories
The U.S. Canada
Religious Secular
Risk-taking Risk-averse
Aspiration Accommodation
Money is everything Money is suspect
Winner takes all Income redistribution
Highest standard of living Best quality of life
Will win the lottery Have won the lottery
Capricious philanthropy Compulsory philanthropy
Put down humor Self-effacing irony
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A Donner Prize later, what seemed counter-intuitive became obvious
Which led to a book
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2013
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So are Americans and Canadians trading places?
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Research Methodology
The Environics program tracks people’s personal values, motivations and mindsets
Multiple statements are used to ensure the robust
measurement of several facets of each social value Fielded among nationally representative samples aged 15+ in
the United States in 1992, 1996, 2000, 2004, 2007 and 2012 and annually in Canada since 1983
In 2012, we tracked 60 values dimensions with 109 items in
each country
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Examples of the 60 values we track:
Acceptance of Violence
Adaptability to Complexity
American Dream
Attraction to crowds
Concern for Appearance
Duty
Flexible Families
Global Consciousness
Joy of Consumption
Just Deserts
Obedience to Authority
Patriarchy
Penchant for Risk
Personal Challenge
Question Authority
Religiosity
Sexism
Sexual Permissiveness
Spiritual Quest
Xenophobia 10
Beyond the Morality of Good and Evil
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Examples of Social Values Religiosity
Agree:
• My religious beliefs are important to me.
• I consider myself to be a member of a religious faith.
• I would like to have a religious service at my funeral.
• It is important for children to receive a religious upbringing.
Placing great importance on religion as a construct which guides one's life. Also, placing great significance on having an affiliation with an organized religious faith. Tendency to consider that religion represents the essential values.
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Examples of Social Values Personal Challenge
Agree:
• I often do something simply to prove to myself that I am able.
• When I really want to do something, I almost always do it.
• Once I start something, I stick with it until I am satisfied with the results.
Setting difficult goals, even just to prove to themselves that they can do it. People strong on this trend finish what they start, persevering until their self-assigned task is completed to their satisfaction.
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Examples of Social Values Acceptance of Violence
Agree: • Violence can sometimes be exciting.
• When a person can't take it anymore and feels like he/she is about to explode, a little
violent behavior can relieve the tension.
• Violence is a part of life. It’s no big deal.
• It's acceptable to use physical force to get something you really want. The important thing is to get what you want.
People highest on this trend believe that violence is an inevitable fact of life that must be accepted with a certain degree of indifference. Belief that violence can be both cathartic and persuasive.
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Examples of Social Values Just Deserts
Agree:
• People get what they are entitled to have.
• People get what they deserve.
• Rewards and punishments are fairly given.
• People who meet with misfortune have brought it on themselves.
Confidence that, in the end, people get what they deserve as a result of the decisions they make, both positively and negatively.
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15
AUTHORITY
INDIVIDUALITY
SUR
VIVA
L FU
LFILLMEN
T
Acceptance of Violence
Confidence in Advertising
Ecological Fatalism
Xenophobia
Ostentatious Consumption
Penchant for Risk
Joy of Consumption
Multiculturalism
Sexual Permissiveness
Attraction for Crowds
Saving on Principle
Pursuit of Intensity
Personal Challenge
Obedience to Authority
Parochialism
Adaptability to Complexity
Ecological Concern
Equal Relationship with Youth
Financial Security
Aversion to Complexity
Traditional Family
Social Intimacy Emotional Control
Concern for Appearance
Duty
Global Consciousness
Cultural Assimilation
Religiosity
Rejection of Authority
Personal Creativity
Spiritual Quest
Personal Expression
Flexible Families
Scepticism of Advertising
Patriarchy
Sexism
Need for Status Recognition
The Socio-Cultural Map
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INDIVIDUALITY
AUTHORITY FU
LFILMEN
T
Authenticity & Responsibility
Well-being, Harmony and Responsibility
Idealism & Autonomy
Exploration and Flexibility
Exclusion & Intensity
Seeking Stimulus and Attention
Mental Postures of the Quadrants
Status & Security
Obedience to Traditional Structures and Norms
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Status & Security Quadrant
Pursuing the American dream by following accepted rules and norms
Strong work ethic
Desire for achieving material success and demonstrating social standing
Belief in traditional institutions and identities
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Authenticity & Responsibility Quadrant
Strong sense of duty and responsibility to others
Care deeply about ethics and fair-mindedness
Take care of mind, body and spirituality in the face of daily challenges
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The Idealism & Autonomy Quadrant
Self-reliant and in control of their own destiny
Idealistic and open-minded
Rejecting what they believe are “out-dated” norms and institutions
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Exclusion & Intensity Quadrant
Taking risks and challenges for the thrill or for personal gain
Flaunting one’s success and material possessions
Craving constant attention, excitement and distraction
Living on the edge with risky, anti-conformist behaviour
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The evolution of social values US and Canada: 1992 - 2012
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INDIVIDUALITY
AUTHORITY
Idealism & Autonomy
Status & Security
FULFILM
EN
T Authenticity & Responsibility
Exclusion & Intensity
1996
1992
2000 2004
2012 2007
Trajectory of Social Change 1992-2012
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INDIVIDUALITY
AUTHORITY
Idealism & Autonomy
Status & Security
FULFILM
EN
T Authenticity & Responsibility
Exclusion & Intensity
1996
1992
2000 2004
1992 1996 2000
2004 2008
2012
2012 2007
Trajectory of Social Change 1992-2012
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24
On which values do Canadians and Americans differ the most in 2012?
Stronger in the US Stronger in Canada
• Flexible Families
• Ecological Concern
• Cultural Assimilation
• National Pride
• Fear of Violence
• Work Ethic
• Spiritual Quest
• Propriety
• Religiosity
• Patriarchy
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Overall Population Youth
25
Violence is a part of life. It’s no big deal. Agree: Canada and USA vs. Youth (15-24): 2012.
Canadians and Americans also differ on Acceptance of Violence, especially among youth
7
16
27
10
Canada
US
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26
Violence is a part of life. It’s no big deal. Agree: Canada and USA Youth (15-24): 2012.
Young American men are especially comfortable with violence
Young Women Young Men
8
20
13
34 Canada US
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Father of the family must be master in his own house Agree: USA and Canada:1992 – 2012
1992 1996 2000 2004 2012
42
25
44
20
48
18
52
21
41
24
USA Canada
Although we have seen that Americans are more patriarchal than Canadians, recent data has shown that the gap is narrowing
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Comparing American and Canadian Values
by Demographics
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CAN Male CAN Female
US Male US Female
Gender
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65+ 45-54
55-64
35-44 25-34
15-24
65+
45-54 55-64
35-44
25-34 15-24
Age Group
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Mid West
New England
Pacific
Plains
Texarkana
Mid Atlantic
Mountain South Atlantic
Deep South
B.C.
Ontario
Alberta
Prairies Quebec
Atlantic
Region
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Conservative Protestant
Catholic
Mainline Protestant
No Religion
Conservative Protestant
Catholic
Mainline Protestant
No Religion
Religion
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Republican
Did not vote
Democrat
Conservative
Did not vote Liberal
NDP Bloc Quebecois
Green
Political Party Preference (2012)
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Obama was the clear choice among Canadians for US President – even among Conservatives
Liberal NDP Green
29
58
8
87
2
89
7
80
1
86
Preference for US President (2012) By Federal political party preference Romney
Obama
Conservative Bloc Quebecois
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Where are American values heading in 2016?
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INDIVIDUALITY
AUTHORITY
Idealism & Autonomy
Status & Security
FULFILM
EN
T Authenticity & Responsibility
Exclusion & Intensity
1996
1992
2000 2004
2012 2007
Where will Americans be in 2016?
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Now that we know that Canadians are avant-garde progressives . . .
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*Net worth: Total combined of assets (liquid & real estate) minus debt
Sources: Environics Analytics WealthScapes 2011 & U.S. Federal Reserve
. . . they are now also wealthier than Americans
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
2006 2007 2008 2009 2010 2011
Dol
lars
(C
anad
ian
or A
mer
ican
at
Nom
inal
Am
ount
)
Net Worth* per Household by Component: Canada and the United States
Canada Net Worth United States Net Worth
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The Environics Institute for Survey Research www.environicsinstitute.org