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Causes/Charity & Activism Report

Download the full report for further insights

Young consumers have become more activated than ever as the pandemic continues to spotlight long-standing social issues affecting their generations. But as the pandemic becomes their new normal, they’re shifting their focus from COVID-specific causes to ones of greater inequity—and they’re taking to TikTok to voice their concerns and forge real change. In YPulse’s causes / charity and activism report, we dive into the issues young people care about today, how they’re showing their support, and the role brands play in fostering change.

Download the full report for insights on: 

  • The causes Gen Z and Millennials care about now, and how they’ve changed over the past year
  • The top actions they’ve taken to support a cause they care about, and TikTok’s role in their activism
  • The top causes they want brands to support—and how

Report length: 13 pages

North America report is based on a survey of 1450 13-39-year-olds in the U.S. and Canada, fielded in December 2021 & January 2022

Western Europe report is based on a survey of 1300 13-39-year-olds in the U.K., Italy, Spain, France, and Germany, fielded in December 2021 & January 2022


All surveys fielded after June 1, 2021 are expanded to a North American sample and totals now reflect the views of 13-39-year-olds in both the U.S. and Canada

Additional survey content for Pro users: How much money they’re giving to charity and how they’re giving it, the top ways they want brands to support causes, and how they feel about brand involvement in social issues.

Survey content for Pro users also includes data split by the following demographics: Gender & Generation, Age Groups, Academic Status, Race, BIPOC, Country, Urban/Rural Status, LGBTQ+, and Parent

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North America
Western Europe