In a recent study of 4,000 UK adults, it has been found that Millennials and Gen Z are the most charitable generations, giving almost double the amount contributed by Baby Boomers. The research revealed that on average, Gen Z and Millennials donate over £500 annually, a figure that is significantly higher than the £294 given by Boomers and the £206 from Gen X. The survey highlighted a notable trend of one in three individuals under the age of 28 increasing their charitable donations, driven by a growing sense of social responsibility.
Among the younger demographics, specific events or campaigns have spurred increased donations, prompting a third of Millennials to pledge to fundraise in 2025. However, some participants expressed hesitance towards fundraising, with a proportion citing uncertainty about how to start or a lack of personal connection to causes. In response to these insights, JustGiving, which commissioned the study and is celebrating its 25th anniversary, has introduced a new tool to help individuals align with causes that resonate with their values and beliefs.
Pascale Harvie, president and general manager of JustGiving, commended the active engagement of different generations in charitable giving. She observed that younger individuals may be more inclined to contribute due to growing up in a digital age where online fundraising is convenient and accessible at the click of a button. Moreover, there is a notable shift towards supporting causes that hold personal significance, indicating a deeper connection to philanthropic efforts.
The research emphasised the altruistic motivations of Gen Z and Millennials to contribute positively to society and champion causes that promote a better world for all. Despite the general preference for local charities among Brits, these younger generations showed a propensity to donate to global initiatives, focusing on educational, women’s rights, LGBTQ+ advocacy, and sports-related charities.
Gillian Sandstrom, JustGiving’s kindness expert, underscored the challenges that individuals face when navigating the philanthropic landscape. She acknowledged the multitude of worthy causes vying for support, alongside the constraints of time and finances. Sandstrom highlighted the role of personal connections in overcoming barriers to giving, noting that witnessing others’ fundraising efforts can inspire individuals to engage more actively in charitable activities.
Celebrity influence emerged as a significant factor shaping donation behaviours across different age groups, with figures like Cristiano Ronaldo, Prince William, and Prince Harry having a notable impact on inspiring charitable contributions. The study indicated that collective efforts, even in small increments, can lead to meaningful outcomes and instil a sense of pride in the positive impact generated through philanthropy.
In conclusion, the study’s findings shed light on the evolving landscape of charitable giving, with Millennials and Gen Z at the forefront of driving increased contributions through a sense of social responsibility and personal connection to causes. The intersection of technology, storytelling, and celebrity influence has further fuelled a culture of philanthropy among younger generations, showcasing a promising trajectory for a more engaged and altruistic society.