Michael Adams


Michael Adams

Leading Market Researcher

One of Canada’s leading thinkers on public opinion, demographics, and trends, and the president of the Environics group of research and communications consulting companies, Michael Adams delivers ground-breaking social research, customising his talks to make his findings relevant to whatever type of organization he is speaking to.

Adams is the author of numerous bestselling books, including: Sex in the Snow: Canadian Social Values at the End of the Millennium; Fire and Ice: The United States, Canada and the Myth of Converging Values; and Stayin’ Alive: How Canadian Baby Boomers Will Work, Play, and Find Meaning In the Second Half of Their Adult Lives.

Adams holds an Honours BA in Political Science from Queen’s University, and a Masters in Sociology from the University of Toronto, and he received an honorary Doctor of Letters from Ryerson University in Toronto.

He was named as one of the “100 most influential people in Canadian Communications” by Marketing magazine, and he was made a Fellow of the Marketing Research and Intelligence Association, the highest honour which can be bestowed upon a member, for his contribution to marketing and survey research in Canada.

Canada and America in the Era of Trump and Trudeau

In 2003, Michael Adams published the Canadian bestseller Fire and Ice, in which he exploded the myth that Canadians and Americans are gradually becoming alike.

Despite the two countries’ profound economic integration, their many historical, demographic, and geographic similarities, and the ubiquity of American popular culture, Adams used comprehensive social values research to make the case that Canadians and Americans increasingly see the world though different moral and motivational prisms.

More than a decade later, how are social values among Americans and Canadians evolving in a time with Republican Donald Trump in the White House, and Liberal Justin Trudeau as the Prime Minister of Canada?

Michael Adams presents the latest social values research from both countries which reveals surprising shifts that help explain recent social and political events, and provide valuable insight into what we can expect in the future.

Michael offers insights on the trajectory of social values in both Canada and the USA that give rise to different expectations and desires regarding in a range of areas, including public policy, consumer expectations, human resource planning, marketing and branding.

Unlikely Utopia: The Surprising Triumph of Canadian Multiculturalism

Canada has the highest immigration rate and the second-largest foreign-born population in the world. With so much internal diversity – and in a world where ethnic and religious strife seems to be proliferating rather than abating over time – is this country on a collision course with social disaster?

In this provocative talk, Michael Adams answers No. Canada’s so-called experiment with diversity is in fact a remarkable success.

Using both demographic and public opinion data, Adams shows that the vast majority of newcomers to Canada are ready to integrate into their new society, and the vast majority of “old Canadians” are ready to welcome them. Considering both both social attitudes and economic outcomes, there is plenty of cause for optimism.

The Shape of Things to Come: The Changing Portrait of Canada's Demographic and Public Opinion Landscape

We all have a picture in our minds of Canada, shaped by our personal experiences and what we absorb from others we know and from the media. Rarely do we benefit from a wider view as experienced by representative survey samplings of Canadians over a long period, in this case the past 35 years or more.

This presentation offers a unique portrait of Canada as painted by the empirical facts of changing demography and public opinion, showing where the country has been, where it is today, and the direction it appears to be heading.

Michael Adams offers a compelling analysis of who Canadians are as a people, as defined by the country’s evolving demographic mix, and collective public attitudes about such issues as the economy and taxes, the role of government, health care, immigration and multiculturalism, crime and justice, and Canada’s role in the world.

In sharp contrast to the snapshot polls that blanket the media (generally presented without comparisons to other societies or across time), this presentation offers a rare depth and richness, reflecting on long-term trends in the context of unfolding events, both in Canada and in other countries.