Generation Z aged charity supporters are more likely to donate, fundraise and volunteer for good causes amid the cost-of-living crisis than older people, a survey is suggesting.
The poll of more than 2,000 people found that one in four (26%) under 24-year-olds are more likely to donate to a charity because of the financial crisis, which has seen prices increase rapidly over 2022.
This compares to one in ten (14%) of all people and is in marked contrast to the one in 20 (5%) of 55- to 64-year-olds who are looking donate due the cost-of-living challenges.
A similar theme emerges with volunteering, with one in five (19%) of under 24s more likely to give up their time for good causes, compared to just 5% of over 45-year-olds.
In addition, one in five (18%) of generation Z aged charity supporters are more likely to take on a charity fundraising challenge due to the impact of financial uncertainty on the UK, compared to 8% of the general population.
The survey, commissioned by veterans' charity Walking with the Wounded (WWTW), also found that Londoners are twice as likely as the general population to increase their giving. The charity points out that a third of the capital’s population is aged under 25.
“This poll is really encouraging,” said WWTW event manager James Davis.
“Some of the veterans we support were injured while young in service and feel like their careers have been cut short,” he added.
One month to go! Sign up to #WalkingHomeForChristmas to support veterans and their families. Join one of our organised walks in London, Manchester or Newcastle (9th Dec), or create your own challenge between 9th & 20th Dec #MakeItHappenhttps://t.co/Agy2BFSSmQ pic.twitter.com/2rdv6oWtc7
— WWTW (@supportthewalk) November 9, 2022
This is the latest evidence to emerge of generation Z’s importance for fundraisers.
A survey by Barclays Corporate Banking published last month, found that 18–24-year-olds are the age group most likely to donate to charity. This found that more than half (53%) of 18- to 24-year-olds say they have donated more to charity in the last 12 months compared to two years ago.
A separate survey released at the same time, by online fundraising platform Enthuse, found that younger people were more likely to give amid the cost-of-living crisis as older age groups are being hit harder by the immediate impact of the financial challenges, including mortgage rate hikes.
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