Abstract
This cross-sectional survey of 12 age groups in the Canadian urban population detected age differences in consumers' value orientations. Thus, Canada's changing age structure will probably be accompanied by a shift in value orientations - the collective result of value orientational changes as a person ages. Because personal values determine the types of services that are important to a consumer, this shift in values will alter the demand for several kinds of urban services and facilities in the next 20 years - in particular, fine restaurants, movie theatres and family theme parks, as well as for many kinds of health-care facilities.
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