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The Next Big Idea 10 concepts that could - University of Toronto ...

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“By the time Gilbert and Sullivan had worked together this long, they were only talking through lawyers” – Dan Needles, p. 49<br />

All about<br />

Alumni<br />

<strong>The</strong> Autonomous Rebel<br />

Like the rest <strong>of</strong> his generation, Environics co-founder and author<br />

Michael Adams has no plans to spend his twilight years in a rocking chair<br />

photo: lorne bridgman<br />

When he was finishing his latest book, Stayin’ Alive,<br />

the pollster and author Michael Adams (MA 1970)<br />

was living the meat-in-the-sandwich lifestyle <strong>that</strong><br />

is currently the lot <strong>of</strong> countless middle-aged Canadians:<br />

teens in high school, parents frail and dying. “A classic baby<br />

boomer place,” as he puts it, sipping white wine in a favourite<br />

haunt in <strong>Toronto</strong>’s Yorkville neighbourhood. “This is the most<br />

personal <strong>of</strong> all the books I have produced,” says Adams, “as it<br />

is the story <strong>of</strong> me, my family and my friends.”<br />

After completing it, Adams found himself wondering<br />

whether Stayin’ Alive would become his swan song. It’s unlikely.<br />

Adams, who has been tracking social values since 1983, still<br />

seems far too engaged with the business <strong>of</strong> unearthing Canadian<br />

public opinion to hang up the towel – a stance <strong>that</strong> >>><br />

winter 2011 47

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