Young Canadians feel most societal pressure to buy a home, new survey finds

With Canadian home values increasing significantly in recent decades, the pressure and demand for younger generations to own property has followed suit, and social expectations appear to be creating emotional strain for young would-be buyers.

“It’s critical for Canadians to take their time, do their research, and buy based on personal readiness — not pressure,” Wahi CEO, Benjy Katchen, said in a statement.

Societal pressure rivals traditional milestones

For Gen Z, the pressure to buy a home now competes with some of life’s biggest decisions, with 43% of Gen Z respondents report feeling pressure to get married or have children. Millennials edge out their younger cohorts, with the number who feel pressure to have children standing at 53%.

What’s driving this urgency? Among Gen Z and millennial respondents, societal expectations were the top source of pressure, ahead of family input or financial goals. Nearly six in ten (59%) Gen Zers and 55% of millennials cited social norms, compared to just 30% of Gen Xers and 16% of boomers. In fact, a sizable number of older Canadians say they feel no pressure at all to own property — including one in four baby boomers and one in five Gen Xers.

This generational divide mirrors actual ownership patterns. Among respondents, 81% of boomers and 74% of Gen Xers own property, compared to just 61% of millennials and 21% of Gen Z.

Emotional fallout and regional differences

For young Canadians who haven’t yet bought a home, the emotional impact can be significant. More than half (55%) of non-owners say they’re unhappy with their current situation. And nearly as many say renting carries a social stigma, with 50% of all respondents agreeing that the general perception of renting in Canada is unfavorable.

The survey also illustrated inaccurate perceptions around homeownership throughout the nation. While Statistics Canada puts the national homeownership rate at about 66.5%, the majority of survey respondents guessed lower, with 62% believing fewer than half of Canadians own their home.

Perceptions around societal pressure also varied by region. In Quebec and Atlantic Canada, where housing tends to be more affordable, only around one in four respondents reported feeling pressure to buy. In Alberta and B.C., that share climbs to 41% and 39% respectively, reflecting both hotter markets and tighter overall supply.

Cultural milestone under pressure

As homeownership becomes an increasingly expensive aspiration, younger Canadians aren’t just grappling with affordability. They’re also contending with a cultural narrative that still equates owning property with maturity and success.

It’s clear that the drive to own a home, especially for younger generations, isn’t just about money. It’s also about identity, timing and the pressure to keep up.