The UK’s 18-26-year-olds – Gen Z – have more in common with their grandparents’ generations than their parents’, at least when it comes to charity. In fact, a new poll shows these young people are among the most charitable: donating, volunteering and fundraising more than their parents’ generation.
Yet, despite their giving nature, only a tiny percentage (3 per cent) of those aged 43 and over gave Gen Zs credit for being a ‘generous generation’. By comparison three in five (60 per cent) aged 43 to 58 saw their own age-group as being a generous one.
Gen Z, however, have more faith in their peers than others as almost half (46 per cent) say their generation is an altruistic one; and their belief appears to be backed-up by actions. More than four-fifths (82 per cent) of them have donated to charity, with those giving averaging £127.10 each last year.
That’s £32.10 – or 34 per cent – more than their parents’ generation – Generation X (aged 43-58) – and despite their restricted spending power. In fact, when comparing these figures against ONS income data, it would seem young Brits in Gen Z who have donated gave approximately 0.5 per cent of their yearly income to charity last year.
Those among Generation X, by contrast, donated around 0.25 per cent, according to the poll. Only their grandparents’ generations gave more, with the first generation of Baby Boomers (aged 69-77) donating to the tune of £173.50 on average.
And these young Gen Zs not only donate more, but also volunteer and fundraise more. Despite having had less time alive to do so, they are the most likely of any age-group to say they have ever volunteered, with more than half (55 per cent) giving their time to charities.
This compares to a national average of 38 per cent and just a third (35 per cent) among their parents’ generation. This passionate group of 18-26-year-olds are also the most likely to fundraise (47 per cent have) and are the most prolific at it.
Those who fundraised among them last year earned an average of £627.70 for their chosen causes. By contrast, only two-fifths (43 per cent) of their parent’s generation have ever fundraised and, among those, managed to secure £380.40 each on average last year.
The report was commission by new fundraising platform, GiveStar, and urges charities to stop ignoring this young, charitable group.
Alex Coleridge from GiveStar said: “We already know the UK is a highly generous nation, but this research is likely to surprise those that think the younger generations are disengaged or no more than social media “keyboard warriors”. In fact, these young people – Gen Z – are highly active donors and fundraisers who are often not given the credit they deserve.
“When it comes to supporting good causes, they should be applauded. Charities have often been guilty of ignoring this group, perhaps wrongly thinking the support lies elsewhere. But this research shows they have huge potential for the sector.
“Charities that don’t have a strategy for engaging young people are missing out and need to adapt quickly.”
Among all age-groups, ‘doing my bit to help others’ is a primary motivation (59 per cent).
However, among Gen Z, the ability to share their charitable actions in order to convey their values and moral beliefs is of increasing importance (27 per cent compared to 14 per cent across all ages).
For one in 10 (10 per cent) in this age bracket, donating provides a sense of connection with others.
The causes that resonate most between age groups are also rapidly changing with the youngest generations surveyed, Gen Zs and Millennials (aged 27-42), favouring mental health charities (42 per cent and 49 per cent).
For older generations, charities supporting physical health – such as cancer charities – were cited as being those that resonated most (49 per cent).
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As a seasoned expert in social trends and generational behaviors, I've closely followed the patterns and dynamics that shape the philanthropic landscape, particularly among different age groups in the UK. This article touches upon a fascinating shift in charitable behavior among the UK's 18-26-year-olds, commonly known as Gen Z, revealing compelling insights into their generosity compared to previous generations.
The evidence presented in the article is robust and noteworthy. A new poll indicates that Gen Z is remarkably charitable, actively participating in various forms of giving, including donating, volunteering, and fundraising. What's particularly striking is that they surpass their parents' generation in these altruistic endeavors. Despite being a group with restricted spending power, Gen Z members exhibit an impressive commitment to charitable causes.
The statistics speak volumes. A staggering 82% of Gen Z individuals have donated to charity, contributing an average of £127.10 each last year. This surpasses their parents' generation, Generation X (aged 43-58), by £32.10, demonstrating a remarkable 34% increase in individual contributions. Importantly, this generosity extends beyond mere monetary donations. Gen Z is also the most likely age group to volunteer, with 55% of them having dedicated their time to charitable causes, well above the national average.
In the realm of fundraising, Gen Z once again stands out. Nearly half of them, 47%, have engaged in fundraising activities, earning an average of £627.70 for their chosen causes. This contrasts with their parents' generation, where only 43% have ever fundraised, securing an average of £380.40 each last year.
The depth of Gen Z's commitment becomes even more apparent when considering the proportion of their yearly income dedicated to charity. While their parents' generation allocated around 0.25% of their income to charitable donations, Gen Z doubled this figure, contributing approximately 0.5% of their income to philanthropy.
Despite these impressive findings, it's intriguing to note that only 3% of those aged 43 and over credit Gen Z for their generosity. This stark contrast in perception highlights a potential disconnect between generations, emphasizing the need for a recalibration of attitudes towards the charitable contributions of younger individuals.
The report emphasizes the importance of recognizing and engaging with this charitable group. The call to action for charities to adapt quickly and embrace strategies that resonate with Gen Z is a pivotal takeaway. It underscores the untapped potential this generation holds for the charitable sector.
Furthermore, the article touches on the motivations behind Gen Z's charitable actions. While the overarching motivation across all age groups is "doing my bit to help others" (59%), Gen Z uniquely values the ability to share their charitable actions to convey their values and moral beliefs (27%).
In conclusion, this article sheds light on a transformative shift in charitable behaviors among Gen Z, backed by compelling evidence that showcases their active involvement in philanthropy. It serves as a wake-up call for charities to recognize and harness the immense potential within this generation, fostering a more inclusive and mutually beneficial relationship between donors and charitable organizations.
