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Causes/Charity & Activism Report

At this point, social causes and issues  are always on the minds of young consumers. Gen Z and Millennials have made it abundantly clear that they will advocate for the causes and issues they support and care about. But the questions is, how do young consumers determine which social cause is most important? And the answer is that it depends on what’s happening in the world around them. The importance of social causes depend on their current state of reality and experiences.

The Causes/Charity & Activism report demonstrates the importance of how young people choose what to focus on, how they expect brands to be involved, and more.

Download the full report for further insights

  • What makes young consumers trust brands more
  • The social causes/issues young consumers care about more
  • How a brand's support of social causes drives young consumers purchase behavior
Report length: 19 pages, North America report is based on a survey of 1500 13-39-year-olds in the U.S. and Canada, fielded in January 2023. Western Europe report is based on a survey of 2500 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in January 2023.

Additional survey content for Pro users: What causes young consumers are most passionate about, their participation in protest and rallies, how they feel about brands supporting social causes, and the types of products they’re interested in buying. 

Recent years' reports on this topic

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North America
Western Europe