Causes/Charity & Activism Report

Gen Z and Millennial research, trends, and insights

In 2020, young people were activated more than ever, taking to the streets and social media to protest for causes they believe in—and they boldly called out brands and establishments that weren’t aligned with their missions. The events of 2020 further established Gen Z as the next activated generation—and they are an empowered group who have plans to make big changes. This report spotlights Gen Z’s activism, including why they are interested in social causes, the causes they are interested in, who they feel is responsible for making change, and how they are fueling social media to become the go-to platform for social causes and donations.

Download the full report for insights on: 

  • The serious and fundamental changes Gen Z is most passionate about championing
  • The establishments and people Gen Z believes are responsible for speaking out about important issues
  • Brands that are building themselves around the causes that matter most to Gen Z
  • The group of young consumers that are integrating their passion for social causes into their spending

Report length: 10 pages

Based on a survey of 1000 13-39-year-olds in the U.S., fielded December 2020

Additional survey content for Pro users: Ways brands can feel more trustworthy for young consumers, the causes young consumers would like to see brands get involved in, how brands can show support for a social cause, and ways young people have shown support for a cause/political belief.  

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