Michael Adams is the president of Environics Research Group and has written many books based on research regarding the population of Canada such as Better Happy than Rich, Focus Canada, Fire and Ice to name a few all dealing with the contemporary issues facing the nation. He uses a Social Values Index comprising of over 250 questions to gather information for Sex in the Snow. Using a graph with extremes of Traditional-Modern and Social-Individual he has grouped Canadians into three large Categories: The Elders, The Boomers and the Generation Xers. Michael Adams has broken down these three larger groups into 12 “tribes” as he calls them. The first half of the book deals with describing these tribes and evaluating their similarities and differences within their the larger groups of Elders, Boomers and Gen Xers. It is important, I feel, at this time to introduce the twelve tribes as they are the main focus of the book. Later chapters deal with such issues as technology, Canadians and Americans and women and men, however they are all related

This book by Michael Adams is a great depiction of the Canadian demographic issues facing the three groups that he has broken the population down into. The Elders, the Boomers and the Generation Xers. The 12 tribes that he has further classified the 3 larger groups is a excellent description of the population as a whole, especially that of North America, since the Baby Boom was a North American phenomenon. If you are interested in finding out what tribe you belong to visit http://erg.environics.net/rich/ , scroll down to the bottom of the page and click on What’s your tribe?

The population of Canadians who fit into this tribe is 7 per cent. One in four (25 per cent) GenXers are Thrill Seeking Materialists. This group is represented by 1.7 million people across the country. A higher than average percentage lives in Toronto. They are the “want to be seen” people and are mostly in school or just out of it. They pride themselves on material possessions and gage people based on their possessions. They possess little interest in High Culture and are concerned with the what’s hot and cool. They are open to the world around them and succumb to the popular culture.

Some topics in this essay:
Rational Traditionalists, Anxious Communitarians, Disengaged Darwinists, Connected Enthusiast, Autonomous Rebels, Seeking Materialists, Canadians Aquarians, Aimless Dependants, British Columbia, Quebec Ontario, canadian population, average proportion, cent canadian population, cent canadian, elders boomers, michael adams, boomer generation, extroverted traditionalists, experience seeking, post secondary, 12 tribes, post secondary education, country average percentage, boom north american, baby boom north,