Millennial Values

Intensions Men's Values Study Online

Intensions Men's Values Study Online

Over the past month, our recent Intensions Consulting study on The New Values of Millennial Men has appeared on a number of online news, trade magazine and media platforms, including: Science Daily, Earth.com, AskMen.com, Neuroscience News, PsychCentral, EurekAlert and IFLScience. Below are summaries and links to these articles and the public discussions that they generated.

Intensions Study in Slate

Intensions Study in Slate

On May 11, 2018, Slate Magazine published an article titled, ‘Une définition plus ouverte de la masculinité permettrait aux hommes de gagner en longévité.’ Written by Peggy Sastre, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.

To quote for the article: “Quelques jours plus tôt, des chercheurs de l'université de la Colombie-Britannique, associés à l'institut de sondage Intensions Consulting, publiaient une étude montrant que les Canadiens âgés de 15 à 29 ans semblent délaisser les valeurs masculines traditionnelles –l'égoïsme, l'hédonisme, la compétition– pour leur préférer l'ouverture à autrui et le souci de son propre bien-être, physique comme psychique.”

Intensions Study in Men's Health

Intensions Study in Men's Health

On April 27, 2018, Men’s Health published an article titled, ‘Millennial Men May Be More Selfless Than Older Generations’. Written by Melissa Matthews, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.

To quote for the article: “When you hear the word "millennial," you might picture a wannabe Instagram influencer who still hasn't moved out of his parents' house five years after graduating college — someone who's fine with being lazy and entitled. But it turns out, today's young men may be anything but. Seeking insights on ways to improve gender-specific healthcare, a recent study asked 630 Canadian men ages 15 to 29 to identify the values they thought all guys should embody. Chief among them were selflessness, social consciousness, and openness - a change from the traditional masculine values of older guys.”

Intensions Study on Global News

Intensions Study on Global News

On April 28, 2018, Global News published an article titled, 'What makes a man? Millennials say selflessness, openness, personal health'. Written by Monique Scotti, the article was based on the findings from our recent Intensions Consulting and UBC study on The New Values of Millennial Men.

To quote from the article: "Ninety-one per cent of respondents agreed that a man should help other people, the results showed, and about 80 per cent believed that a man should give back to his community. A full 88 per cent said a man should be open to new ideas, new experiences, and new people. Black said the shift in stated priorities may be part of a broader societal change, and that men are increasingly seeing themselves as caregivers — and they’re not apologetic about it".

Intensions Study on CKNW

Intensions Study on CKNW

On April 30, 2018, CKNW invited us into the studio to discuss our recent Intensions Consulting and UBC study on The New Values of Millennial Men. Hosted by Jon McComb, the interview explored the importance of selflessness, openness, and strength, among young Canadian men.

To quote from the interview: "The stereotype of the hedonistic, hyper-competitive young man who engages in dangerous and risky activities may still remain, but it is no longer a true picture of a masculine man. This has even led to reports that the life expectancy gap between men and women is quickly shrinking".