Copyright © Environics Research Group 2007 A Presentation by Michael Adams President, Environics Group of Companies for The Scenario Roundtable on the

Copyright © Environics Research Group 2007

A Presentation by

Michael AdamsPresident, Environics Group of Companies

for

The Scenario Roundtable on the Future of the Canadian Payments System

STAYIN’ ALIVE: How Canadian Baby Boomers Will Work, Play, and Find

Meaning in the Second Half of Their Adult Lives


Bead CurrencyAfrica, 30,000- 100,000 B.C.

The Evolution of Payments Systems

Roman Coins211 B.C.-474 A.D.

Paper CurrencyChina c.600 A.D.

Credit CardsDiners’ Club, 1950

Debit CardsFirst National Bank (Seattle), 1978

Online BankingPresidential Savings Bank, 1995

Mobile CommerceCoca-ColaHelsinki, 1997

Financial appsiPhone, 2007


The Environics Social Values Monitor

• Annual Environics survey

• Started in Canada in 1983

• Sample of 2,600 Canadians age 15 and over

• Battery of 300+ questions that measure 100+ values,

motivations and socio-cultural characteristics

Measuring social values in Canada


1. As soon as I see an opportunity to try something new, I do it.

2. I like to be immediately informed of new products and services so that I can use them.

3. To try new products, new places for vacation, or new foods, just for the pleasure of novelty.

Active desire to discover new “modern” products, services and experiences, and to integrate them into the routine of daily life. People who are strong on this trend want to experience something new everyday.

Pursuit of Novelty

Examples of Social Values


The tendency to save and accumulate money that is motivated by a moral rather than an economic impulse.

1. If I put money away, it would mainly be:– To buy something I want– To safeguard my future

2. Which of these two opinions about money do you hold:– Money is for saving– Money is for spending

Saving on Principle



1. We should show respect to people in positions of authority.

2. The best way to get something from someone is by putting your foot down.

3. I think that young people should be: Taught to obey authority Taught to question authority

Rejecting unquestioning respect for and deference to those in positions of authority. Belief that authority should not be respected for its own sake. Desire to transcend rigid frameworks or traditional institutions.


Rejection of Authority


1. I am excited by the possibilities presented by the new technologies.

Favourable bias toward technology. Tendency to be fascinated with the possibilities offered by modern technology; to believe that technology is the best tool for facing today’s world, one that helps us adapt and respond to the demands of daily life. People who are strong on this trend have great confidence that science and technology can better their lives.

Enthusiasm for Technology



CONFORMITY AND EXCLUSION

IDEALS AND INDIVIDUALISM

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AIMLESSNESS

APOCALYPTIC ANXIETY

TECHNOLOGICAL ANXIETY

AVERSION TO COMPLEXITY IN LIFE

IMPORTANCE OF PRICE

UTILITARIAN CONSUMERISM

NEED FOR ESCAPE

CONTROL OF DESTINY

EQUAL RELATIONSHIP WITH YOUTH

IMPORTANCE OF SPONTANEITY IN DAILY LIFE

NEW SOCIAL RESPONSIBILITY

SPIRITUAL QUEST

REJECTION OF AUTHORITY

NEED FOR STATUS RECOGNITION

OSTENTATIOUS CONSUMPTION

IMPORTANCE OF BRAND

PURSUIT OF INTENSITY ANDEMOTIONAL EXPERIENCES

ADAPTIVE NAVIGATION

CONCERN FOR APPEARANCE

ATTRACTION TO VIOLENCE

NEED FOR AUTONOMY

ETHICAL CONSUMERISM

EQUALITY OF THE SEXES

ENTHUSIASM FOR TECHNOLOGY

INTROSPECTION AND EMPATHYFLEXIBLE DEFINITION OF FAMILY

FLEXIBILITY OF GENDER IDENTITY

CULTURAL FUSION

FULFILLMENT THROUGH WORK

CONFIDENCE IN BIG BUSINESS

PURSUIT OF NOVELTYSOCIAL DARWINISM

CYNICISM

DECONSUMPTION

EVERYDAY ETHICS

EMOTIONAL CONNECTIVITY

PURSUIT OF ORIGINALITY

SOCIAL LEARNING

HETERARCHY

The Social Values Map



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NEED FOR STATUS RECOGNITION

OSTENTATIOUS CONSUMPTION

IMPORTANCE OF BRAND

PURSUIT OF INTENSITY ANDEMOTIONAL EXPERIENCES

ADAPTIVE NAVIGATION

CONCERN FOR APPEARANCE

CONFIDENCE IN BIG BUSINESS

PURSUIT OF NOVELTY

Martha Stewart



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AIMLESSNESS

APOCALYPTIC ANXIETY

TECHNOLOGICAL ANXIETY

AVERSION TO COMPLEXITY IN LIFE

IMPORTANCE OF PRICE

UTILITARIAN CONSUMERISM

ATTRACTION TO VIOLENCE

SOCIAL DARWINISM

CYNICISM

Don CherrySAVING ON PRINCIPLE



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NEED FOR ESCAPE

CONTROL OF DESTINY

EQUAL RELATIONSHIP WITH YOUTH

IMPORTANCE OF SPONTANEITY IN DAILY LIFE

NEW SOCIAL RESPONSIBILITY

SPIRITUAL QUEST

REJECTION OF AUTHORITY

FULFILLMENT THROUGH WORK

DECONSUMPTION

EVERYDAY ETHICS

David Suzuki


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IRE

CTE

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NEED FOR AUTONOMY

ETHICAL CONSUMERISM

EQUALITY OF THE SEXES

ENTHUSIASM FOR TECHNOLOGY

INTROSPECTION AND EMPATHYFLEXIBLE DEFINITION OF FAMILY

FLEXIBILITY OF GENDER IDENTITY

CULTURAL FUSION

EMOTIONAL CONNECTIVITY

PURSUIT OF ORIGINALITY

SOCIAL LEARNING


HETERARCHY

Barack Obama


Security, Stability and Exclusion

Experience and Personal Development

Autonomy and Well-being

Social Success, Materialism and Pride



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Long-term social change Canada1983-2008

1992 – 30%

2009 – 27%

1992 – 27%

2009 – 24%

1992 – 22%

2009 – 26%

1992 – 22%

2009 – 23%


Security, Stability and Exclusion

Experience and Personal Development

Autonomy and Well-being

Social Success, Materialism and Pride



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• Trust banks and other financial institutions• Going to the branch is a social occasion• Love shopping/buying things• Pragmatic enthusiasts of new technology

• Mistrust everyone• Love cash – fat wallet means

wealth• Collect Canadian Tire money• Utilitarian consumers, focused

on cheapest price• Late adopters of technology

• Early adopters• Embrace technology

(facebook)• Experiment with being

cashless• Instant access to their money• Savvy consumer who join

loyalty reward programs for benefits

• Educated and affluent• Distrustful of financial

institutions• Concerned with privacy and

tracking spending (cookies)• Social activists (NGOs, public

service, etc.)

The Mental Postures of the Quadrants


TORONTO33 Bloor St. E., Suite 900Phone: 416 920 9010ENVIRONICSresearch.co

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Copyright © Environics Research Group 2007 A Presentation by Michael Adams President, Environics Group of Companies for The Scenario Roundtable on the