Canadians as a whole, was very motivated by guilt and fear. In this day of age, that is no longer existent. .
In a stereotypical nutshell, the elders (comprising 28% of Canada's adult population), have clearly defined world views, with a 'right' way and a 'wrong' way to do things. As a group, they tend to put aside personal pleasure, either because they believe in the ultimate rewards of an afterlife, or because they are motivated by guilt and a sense of duty that puts their obligations ahead of other things in their lives. The majority of them still are very old fashion, the only exception is a group referred to as, "Cosmopolitan Modernists". This group is composed of people who in no way resemble the conformist, and risk weary senior citizen.
'Generation X', on the other hand, has refused to accept duty, guilt and fear as motivating forces. A group as large as the elders (comprising 29% of the adult population), they are much more focused on immediate gratification, self-fulfillment and experience-seeking. According to Adams, they are on "the leading edge in the movement away from traditional values.".
The baby boomers are a complex group that lies somewhere in the middle between these two extremes. By far the largest cluster, with 43% of the adult population, some are involved in a sort of extended adolescence while others are preparing actively for retirement in an increasingly uncertain economic future. There are four 'tribes' that Adams has identified for the boomers, ranging from the 'Disengaged Darwinists' who are primarily motivated by a fear of the future and the quest for financial independence, to the 'Connected Enthusiasts', who embrace new experiences and are actively seeking gratification (not infrequently in dubious ways through the internet). Oh yes, and let us not forget the 'Autonomous Rebels' (Adam's term for hippies leftover from the sixties), who seek personal autonomy and self-fulfillment, have a strong belief in human rights and remain suspicious of people in positions of authority.
