Autonomous Rebels

Incidence in Population

  • Proportion of Canadian population: 11 per cent
  • Proportion of Boomers: 27 per cent

Other Demographics

  • Higher than average proportion in British Columbia
  • Higher than average incomes
  • Higher than average proportion have completed post-secondary education
  • Higher than average proportion are professionals

Fundamental Motivations

Personal Autonomy and Self-fulfillment

Key Values

  • Scepticism toward Traditional Institutions
  • Question Authority
  • Freedom
  • Individuality

Words to Live By

  • Knowledge is power
  • I did it my way
  • The personal is political
Icons
  • Governor General Adrienne Clarkson
  • Philosopher and critic Mark Kingwell
  • Talk show host Pamela Wallin
  • Environmentalist David Suzuki
  • Hillary and Bill Clinton
  • Martin Luther King Jr.
  • Gloria Steinem
  • John Lennon

Money Orientation

Making it: I want my work to mean something, but I don't want it to mean everything.

Spending it: No frills, just function; will pay for quality and convenience.

Saving it: Gotta risk some to make some; I know what I'm doing.

Giving it away: Medical and social causes.

Stealing it: Depends on the situation, but don't cheat the little guy.

Select another tribe to view:
 		Return to the Environics homepage