Copyright © Environics Research Group 2007 A Presentation by Michael Adams President, Environics Group of Companies for The Scenario Roundtable on the Future of the Canadian Payments System STAYIN’ ALIVE: How Canadian Baby Boomers Will Work, Play, and Find Meaning in the Second Half of Their Adult Lives

Copyright © Environics Research Group 2007 Bead Currency Africa, 30, ,000 B.C. The Evolution of Payments Systems Roman Coins 211 B.C.-474 A.D. Paper Currency China c.600 A.D. Credit Cards Diners’ Club, 1950 Debit Cards First National Bank (Seattle), 1978 Online Banking Presidential Savings Bank, 1995 Mobile Commerce Coca-Cola Helsinki, 1997 Financial apps iPhone, 2007

Copyright © Environics Research Group 2007 The Environics Social Values Monitor Annual Environics survey Started in Canada in 1983 Sample of 2,600 Canadians age 15 and over Battery of 300+ questions that measure 100+ values, motivations and socio-cultural characteristics Measuring social values in Canada

Copyright © Environics Research Group As soon as I see an opportunity to try something new, I do it. 2.I like to be immediately informed of new products and services so that I can use them. 3.To try new products, new places for vacation, or new foods, just for the pleasure of novelty. Active desire to discover new “modern” products, services and experiences, and to integrate them into the routine of daily life. People who are strong on this trend want to experience something new everyday. Pursuit of Novelty Examples of Social Values

Copyright © Environics Research Group 2007 The tendency to save and accumulate money that is motivated by a moral rather than an economic impulse. 1.If I put money away, it would mainly be: – To buy something I want – To safeguard my future 2.Which of these two opinions about money do you hold: – Money is for saving – Money is for spending Saving on Principle Examples of Social Values

Copyright © Environics Research Group We should show respect to people in positions of authority. 2.The best way to get something from someone is by putting your foot down. 3.I think that young people should be: Taught to obey authority Taught to question authority Rejecting unquestioning respect for and deference to those in positions of authority. Belief that authority should not be respected for its own sake. Desire to transcend rigid frameworks or traditional institutions. Examples of Social Values Rejection of Authority

Copyright © Environics Research Group I am excited by the possibilities presented by the new technologies. Favourable bias toward technology. Tendency to be fascinated with the possibilities offered by modern technology; to believe that technology is the best tool for facing today’s world, one that helps us adapt and respond to the demands of daily life. People who are strong on this trend have great confidence that science and technology can better their lives. Enthusiasm for Technology Examples of Social Values

Copyright © Environics Research Group 2007 CONFORMITY AND EXCLUSION IDEALS AND INDIVIDUALISM OUTER-DIRECTED INNER-DIRECTED AIMLESSNESS APOCALYPTIC ANXIETY TECHNOLOGICAL ANXIETY AVERSION TO COMPLEXITY IN LIFE IMPORTANCE OF PRICE UTILITARIAN CONSUMERISM NEED FOR ESCAPE CONTROL OF DESTINY EQUAL RELATIONSHIP WITH YOUTH IMPORTANCE OF SPONTANEITY IN DAILY LIFE NEW SOCIAL RESPONSIBILITY SPIRITUAL QUEST REJECTION OF AUTHORITY NEED FOR STATUS RECOGNITION OSTENTATIOUS CONSUMPTION IMPORTANCE OF BRAND PURSUIT OF INTENSITY AND EMOTIONAL EXPERIENCES ADAPTIVE NAVIGATION CONCERN FOR APPEARANCE ATTRACTION TO VIOLENCE NEED FOR AUTONOMY ETHICAL CONSUMERISM EQUALITY OF THE SEXES ENTHUSIASM FOR TECHNOLOGY INTROSPECTION AND EMPATHY FLEXIBLE DEFINITION OF FAMILY FLEXIBILITY OF GENDER IDENTITY CULTURAL FUSION FULFILLMENT THROUGH WORK CONFIDENCE IN BIG BUSINESS PURSUIT OF NOVELTY SOCIAL DARWINISM CYNICISM DECONSUMPTION EVERYDAY ETHICS EMOTIONAL CONNECTIVITY PURSUIT OF ORIGINALITY SOCIAL LEARNING HETERARCHY The Social Values Map

Copyright © Environics Research Group 2007 CONFORMITY AND EXCLUSION OUTER-DIRECTED NEED FOR STATUS RECOGNITION OSTENTATIOUS CONSUMPTION IMPORTANCE OF BRAND PURSUIT OF INTENSITY AND EMOTIONAL EXPERIENCES ADAPTIVE NAVIGATION CONCERN FOR APPEARANCE CONFIDENCE IN BIG BUSINESS PURSUIT OF NOVELTY Martha Stewart

Copyright © Environics Research Group 2007 CONFORMITY AND EXCLUSION INNER-DIRECTED AIMLESSNESS APOCALYPTIC ANXIETY TECHNOLOGICAL ANXIETY AVERSION TO COMPLEXITY IN LIFE IMPORTANCE OF PRICE UTILITARIAN CONSUMERISM ATTRACTION TO VIOLENCE SOCIAL DARWINISM CYNICISM Don Cherry SAVING ON PRINCIPLE

Copyright © Environics Research Group 2007 IDEALS AND INDIVIDUALISM INNER-DIRECTED NEED FOR ESCAPE CONTROL OF DESTINY EQUAL RELATIONSHIP WITH YOUTH IMPORTANCE OF SPONTANEITY IN DAILY LIFE NEW SOCIAL RESPONSIBILITY SPIRITUAL QUEST REJECTION OF AUTHORITY FULFILLMENT THROUGH WORK DECONSUMPTION EVERYDAY ETHICS David Suzuki

Copyright © Environics Research Group 2007 OUTER-DIRECTED NEED FOR AUTONOMY ETHICAL CONSUMERISM EQUALITY OF THE SEXES ENTHUSIASM FOR TECHNOLOGY INTROSPECTION AND EMPATHY FLEXIBLE DEFINITION OF FAMILY FLEXIBILITY OF GENDER IDENTITY CULTURAL FUSION EMOTIONAL CONNECTIVITY PURSUIT OF ORIGINALITY SOCIAL LEARNING IDEALS AND INDIVIDUALISM HETERARCHY Barack Obama

Copyright © Environics Research Group 2007 Security, Stability and Exclusion Experience and Personal Development Autonomy and Well-being Social Success, Materialism and Pride CONFORMITY AND EXCLUSION IDEALS AND INDIVIDUALISM OUTER-DIRECTED INNER-DIRECTED Long-term social change Canada – 30% 2009 – 27% 1992 – 27% 2009 – 24% 1992 – 22% 2009 – 26% 1992 – 22% 2009 – 23%

Copyright © Environics Research Group 2007 Security, Stability and Exclusion Experience and Personal Development Autonomy and Well-being Social Success, Materialism and Pride CONFORMITY AND EXCLUSION IDEALS AND INDIVIDUALISM OUTER-DIRECTED INNER-DIRECTED Trust banks and other financial institutions Going to the branch is a social occasion Love shopping/buying things Pragmatic enthusiasts of new technology Mistrust everyone Love cash – fat wallet means wealth Collect Canadian Tire money Utilitarian consumers, focused on cheapest price Late adopters of technology Early adopters Embrace technology (facebook) Experiment with being cashless Instant access to their money Savvy consumer who join loyalty reward programs for benefits Educated and affluent Distrustful of financial institutions Concerned with privacy and tracking spending (cookies) Social activists (NGOs, public service, etc.) The Mental Postures of the Quadrants

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