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Product Description
Book Description
TEN YEARS LATER…
CANADIANS ARE STILL DOING IT IN THE SNOW
When Sex in the Snow first appeared 10 years ago, it broke new ground by boldly sketching the changing psychological landscape of Canada. It showed that values can be even more important than demographic traits when it comes to how people behave as citizens, consumers, employees, parents, friends, and spiritual beings. Rather than being defined by their religion, age, gender, and ethnic background, Canadians were embracing postmodern values that cut across those categories. Using data from his extensive, innovative polls, Adams argued that the changing postures of Canadians had been shaped by three major quests: for personal autonomy, for pleasure, and for spiritual fulfillment.
A decade later, Adams finds that, remarkably, Canadians still pursue those same values in ever-greater numbers. Our attitudes about gender and family, once informed by rigid religious codes, are ever more heavily driven by values of autonomy and fulfillment—the belief that people should be able to choose the family arrangements that work best for them in both practical and emotional terms. Flexibility and openness to diversity have also persisted in ethno-cultural matters, as 1.5 million immigrants arrived in Canada since 1997. Canadians continue to endorse the coexistence of people of diverse backgrounds and cultural fusion that seeks to savour and explore—not eliminate—differences across races and heritages. Ten years later, Sex in the Snow remains a unique portrait of what it means to be Canadian.
About the Author
Michael Adams is president of the Environics group of marketing research and communications consulting companies with offices in the United States and Canada. He has written three bestselling books, including Fire and Ice: The United States, Canada and the Myth of Converging Values, which won the prestigious 2004 Donner Prize for the best book on public policy in Canada.
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Most helpful customer reviews
7 of 7 people found the following review helpful
3.0 out of 5 stars
An Interesting Look at Societal Change,
By
This review is from: Sex in the Snow: The Surprising Revolution in Canadian Social Values (Paperback)
A book about the demographics of Canadians? Although the title doesn't immediately suggest it, that is what Sex in the Snow is all about. Michael Adams has delineated the divisions of modern Canadian society into three generational groups and a dozen "social values tribes." What makes the book especially interesting is the way he highlights connections and tensions between the various tribes and then extrapolates what it all means to Canadian society. The central message is that "demography is no longer destiny," that the contribution/influence of any group or tribe is not intrinsically tied to their numbers, and that self-determination and self-identification plays a powerful role in constructing society. Although the thrust of the book is Canadian demographics, those south of the border will find the comparison between Canadians and their counterparts in the U.S. quite enlightening, too.
1 of 1 people found the following review helpful
4.0 out of 5 stars
More than a provocative title!,
By Mary Charleson "Marketing educator, speaker, ... (British Columbia) - See all my reviews (REAL NAME)
This review is from: Sex in the Snow: The Surprising Revolution in Canadian Social Values (Paperback)
Beyond its provocative title (I had a hard time leaving it on the coffee table when my American Mother in law was coming to visit), Adams serves up some great insights. There are many students of demography these days, forecasting into the future and making predictions, but Adams approaches the topic from a unique direction. Segmenting Canadians into "tribes," essentially groups with common social values that defy traditional age and income divisions, he presents a unique look at what makes certain groups of society tick. I would highly recommend this book to any student of marketing. It gives brilliant insight into segmentation of markets in Canada.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
3.0 out of 5 stars (1 customer review) 13 of 13 people found the following review helpful
3.0 out of 5 stars
An Interesting Look at Societal Change,
By T. C. Ross - Published on Amazon.com
This review is from: Sex in the Snow: The Surprising Revolution in Canadian Social Values (Paperback)
A book about the demographics of Canadians? Although the title doesn't immediately suggest it, that is what Sex in the Snow is all about. Michael Adams has delineated the divisions of modern Canadian society into three generational groups and a dozen "social values tribes." What makes the book especially interesting is the way he highlights connections and tensions between the various tribes and then extrapolates what it all means to Canadian society. The central message is that "demography is no longer destiny," that the contribution/influence of any group or tribe is not intrinsically tied to their numbers, and that self-determination and self-identification plays a powerful role in constructing society. Although the thrust of the book is Canadian demographics, those south of the border will find the comparison between Canadians and their counterparts in the U.S. quite enlightening, too.
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