Unless you were hiding under a rock in 2014, it was pretty hard to escape the #IceBucketChallenge, the viral and global charity campaign that raised $21.7 million to fight ALS. Some wondered what good videos of ice water dumping could actually do, but according to a study by Mintel, social media selfie campaigns actually do boost charitable activity among young consumers. In the UK, 16-24-year-olds donated an average of £40 from April to June 2014, while 35-54-year-olds gave the lowest average, £33. A sense of guilt or peer pressure might be contributing to their charity for some: 23% said they felt guilty if they did not donate when asked. However, 31% said they donated because giving made them feel good. (Marketing Magazine)
