Happiness Rules: Canada's Youth Don't Live For $$$

New Canada 2020 Study by Studentawards Inc. Shows Risk-Averse Students Value Relationships More Than Money

TORONTO, July 27 /CNW/ - Today, Studentawards Inc., a Toronto-based company with a member base of over 500,000 Canadian students, released the results of their Canada 2020 survey. The survey of 2,500 high school and post-secondary school respondents reveals a major theme: this group will be more content with owning a home, having a decent job and being part of a loving family and network of friends, rather than leading, innovating or starting their own businesses. They are risk averse and even travelling and seeing new places is low on their list of priorities.

The Canada 2020 survey asked high school, college and university students about their current (2010) and future (2020) beliefs on social issues, employment, technology, media, as well as their values and life priorities, in an effort to ascertain a snapshot of the future and provide insight into the thinking and intentions of Canada's youth.

Many survey findings are surprising, and show that Canadian students are very traditional and thoughtful about their needs for the future. They show a seeming love-hate relationship with media and technology and that while the environment is an issue, it's not a top priority for them.

"The survey results show the group to be idealistic and optimistic and confident in their abilities to accomplish goals, but the majority of students are not entrepreneurs and don't believe they will be millionaires," says Suzanne Tyson, President, Studentawards Inc. "We found these students are looking for happiness in life, not financial riches, because they place low importance on values such as collaboration, innovation and leadership, and high importance on compassion, integrity and optimism."

The respondents believe their top priorities will remain unchanged between today and the year 2020, as spending time with family and friends, getting more education, leading a healthy lifestyle, having a career/job and living in a safe and secure environment top both lists. Whereas their parents had more of an appetite for risk, this generation is looking for happiness and they do not feel they have to conquer the world.

Additional findings include:

    -   Top Personal Values: Passion, Determination, Integrity, Optimism and
    -   7 in 10 students are optimistic and believe they will create their
        own destiny.
    -   This cohort's lowest set of priorities include taking care of the
        environment, having money and material things and trying as many new
        things as possible.
    -   Only half of the respondents welcome change in all of its forms.
    -   Only 1 in 4 would consider becoming an entrepreneur; and 6 in 10
        think that they will never start their own business.
    -   6 in 10 agree that their set of values and beliefs are very different
        from their parents' generation.
    -   Over half believe that their home is their castle.
    -   And, two-thirds believe that their home is where their friends are.

This research was conducted using an online survey with the Studentawards Inc. online community between June 15 and July 10, 2010, with 2,500 respondents including 1000 High School student and 1500 Post Secondary students in Canada. The results have been weighted by gender. The results are accurate at the 95% confidence level or 19 times out of 20.

For more information, other study themes, statistics from this survey and interview requests, please contact Robert Landsmann, Account Director, Fantail Communications Inc. rob@fantailinc.com or 416-363-4805.

About Studentawards Inc.

Studentawards Inc. is Canada's leading conduit to the thinking and intentions of students nationwide. Based in Toronto, the company operates www.studentawards.com, www.boursetudes.com and www.uthinkonline.com, has over 13 years experience developing long term relationships with students, their parents and educators. The community is over 500,000 in number and is highly responsive to the innovative, digitally-driven marketing, scholarship and grants programs and the market intelligence studies Studentawards develops for their clients. Clients include RBC, Bell, Tim Hortons, Apple, Wendy's, Scotiabank and World Wildlife Fund.


For further information: For further information: visit www.studentawardsinc.com or call 416-322-3210

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