Investigating Gen Z attitudes to charitable giving and donation behaviour: Social media, peers and authenticity

Abstract

Even though there are studies which look at the motivations and trends of charitable giving and donations among Millennials, there is little empirical evidence which discusses how Gen Z perceive charitable donations and philanthropic work. As this generation moves into full employment, it is worth considering what influences they perceive as important for them to invest money, time and effort in when it comes to charitable giving, especially at the aftermath of COVID-19 which has shaped perceptions of community, charity and donation behaviour. Our paper draws from focus groups with participants in the age range of 21-24, all based in the southeast of the UK. We explore the influences of peers, social media and personal interests in how Gen Z chooses which charitable causes to support during and after COVID-19, a formative time in young people's lives. Our study shows that Gen Z are a generation who want to feel personally connected to the charities and causes they support.Social media and its influences are also a major driver in what Gen Z perceive to be pivotal in their expressions of charitable giving. Peer influences are important since recommendations by friends are likely to be authentic and genuine, something which is essential for Gen Z who do not want to be perceived as jumping on the bandwagon when they support causes but want to see long-lasting impact. Our findings show that Gen Z prefer to be approached online rather than in person and feel empowered in their choices. We conclude by recommendations to marketers and those who are looking to engage Gen Z in their charitable endeavours and make them espouse their goals, especially in a (post) COVID-19 world in a UK context.

Developing communication strategies to engage a new generation of donors: Fostering relationships between Gen Z and non‐profit organizations

“…As such, it is important to understand their philanthropic behavior expressed through their distinctive giving patterns. More specifically, Gen Z donors exhibit unique preferences for causes related to environmental and wildlife conservation, arts, culture, humanities, and youth development (Konstantinou & Jones, 2022; Seemiller & Grace, 2019). Building upon these insights, the subsequent analysis will delve deeper into the profile of Gen Z and provide nuance regarding their donation patterns.…”

“…Members of Gen Z are characterized by having grown up in a digital and technologically advanced era (Rooney et al, 2018). They have experienced significant societal, cultural, and technological shifts, shaping their worldview and behaviors (Konstantinou & Jones, 2022; Seemiller & Grace, 2019). This generation is known for being digitally native, highly connected through social media, and driven by issues, such as social justice, environmental sustainability, and inclusivity (Tyson et al, 2021).…”

“…Gen Z donors also display distinctive giving patterns. Causes related to environmental and wildlife conservation, arts, culture, humanities, and youth development resonate strongly with this group (Konstantinou & Jones, 2022;Seemiller & Grace, 2019). Approximately 57% of Gen Z adults conduct pre-giving research, emphasizing the importance of NPO impact reports and relying on local media and social channels for information (Bozzola et al, 2022;Qgiv, 2023).…”

Exploring the underpinnings of why millennials engage in charitable activities: Empirical evidence from Türkiye

“…Youngers among them have a greater concern about their public image and are more affected to perform charitable behaviors (Paulin et al, 2014; Penner et al, 2005). Konstantinou and Jones (2022) state that younger people might be motivated by appearances, which are increased by the policies based on image rewards. Similarly, examining the identity motives in charitable giving, Chapman et al (2020) suggest that millennials have greater image concerns and tend to engage in voluntary activities that are more likely to increase their visibility.…”

Special issue Covid‐19 and donation behaviour: Evidence on different types of donation behaviour from different countries

“…Results suggest that peoples' intention to use the online appointment system post pandemic is very high due to perceived usefulness and ease of use. The final paper (Konstantinou & Jones, 2022) focuses on the donation intentions of Generation Z, an under‐researched but important community. Findings of this study in the United Kingdom indicate that young adults of this generation want to be personally connected to the charities and causes they support, favouring those with a long‐lasting impact.…”