THE LIKE ???? GENERATION

March 12, 2019

In the fall of 2018, Leger conducted the largest ever youth study by polling more than 3,000 young people between the ages of 13 and 34. The study draws a clear and empirical portrait of millennials and Generation Z youth across Canada. It allows us to untangle certain myths that they can’t shake. Among them, of course, is the myth of the “like” phenomenon, which according to the study, turns out to be true.

Yet we know that never have two generations been more coddled by their parents than millennials and Generation Z. We therefore have young people between 13 and 34 who are constantly seeking recognition, despite having been told repeatedly that they are special and unique over the course of their lives.

Let’s try to understand why.

Our first reflex would be to blame social networks. In a culture of comparison and how these networks incite you to take centre stage, this has certainly led to a sentiment of not doing enough or not being up to the task. We all have the impression that other people have more exciting lives than ours.

On this aspect, the Youth Study is insightful: 68% of millennials have envied someone else on social networks, 93% seek out likes and 37% want to increase the number of likes they get!

But we should be careful. Social networks are not the only explanation for this quest for approval. Admittedly, they represent something unhealthy, but the fields of fashion, film, entertainment and advertising, which have been around much longer, can be just as harmful to one’s self-esteem.

Between family, friends and work, would you be able to guess by whom millennials feel the least acknowledged? The Youth Study demonstrates that it is at the workplace. For example, 40% of 25- to 34-year-olds believe that their employer does not recognize their work. This means that many of them don’t feel that their boss and co-workers give them due recognition for their work. So, this is another possible lead explaining their absolute need for recognition.

It remains to be seen if the passing years will fulfill their need to be “liked”…

Do you want your company to last? Get Leger’s Youth Study!

Related Posts

Corporate Reputation Takes a Hit in 2025

Political instability, trade tensions, strikes... In 2025, corporate reputations are more fragile than ever, and several major players have lost their feathers in the eyes of the public.  According to Leger's Reputation study, the reputation of nearly one in three...

Retail: WOW Trends in 2025 

Retail in 2025 is undergoing renewal. After a period marked by economic challenges and an upheaval in shopping habits, consumers are rediscovering in-person shopping, and retailers are competing ingeniously to win them over.    The 2025 edition of Leger's WOW study on...

More Symptoms, Less Support: The Growing Mental Health Gap in Canada

As Canadians mark Mental Health Week, there’s growing urgency to address a simple but troubling truth: millions are struggling with their mental health – and many aren’t getting the help they need.  In a national survey of over 1,500 Canadians, conducted April 25-27,...

The Ethics of Participant Recruitment: What You Need to Know

Participant recruitment is the lifeblood of any research study, but it’s also one of its most ethically sensitive steps. How you find, invite, and interact with participants can make or break the credibility of your research — and it’s not just about following...

Get the latest in your inbox

Stay up to date on cutting-edge research, news and more.