NEW YORK / AGILITYPR.NEWS / August 11, 2021 / Furry Friends Most Important to Gen Xs, Millennials When it Comes to Charitable Donations, According to GWI
GWI Report Finds Clear Differences in How Generations Prefer to Manage Their Charitable Donations
New research from GWI, a leading polling and audience targeting company, sheds light on the charitable causes Americans value most, and broken out by generation it becomes even more clear where our hearts - and wallets - really lie. From animal welfare and health / medical research causes to military / veteran, racial justice, natural disaster and environmental causes, US adults’ preferences for charitable efforts run the gamut.
Top Trends and Attitudes
Animal Welfare, Health / Medical Research, Homeless Causes Top Three for US Adults
(average US adults that supports charities)
While the types and causes that Americans chose to support differed between age groups, it is clear that the US is a nation that cares deeply about social welfare. According to the survey, average US adults said animal welfare causes are most important to them when considering their support for a charity (30%), followed by health / medical research causes (28%), homelessness / poverty causes (28%), environmental (23%) and educational causes (19%).
Additionally, 16 percent of US adults that currently support charities in some form said natural disaster relief causes were important when considering their support for a charity, and another 16 percent listed social / community development as important to them; 11 percent said supporting LGBTQIA+ causes was important.
Gen X Most Likely to Support Causes That Help Animals in Need (of Gen Xs/adults who support charitable causes):
Gen X adults have grown increasingly fond of supporting our furry friends as this age group is the most likely generation to throw their support at animal welfare charities.
Millennials Go Green for Charitable Donations
In addition to throwing their support behind animal welfare groups, Millennials are passionate about environmental causes, health / medical research charities and educational causes.
Methodology: This data comes from GWI monthly Zeitgeist study, fielded between June 25- July 2 2021, and is representative of 2,002 U.S. internet users, of which 1,650 support charities in some form.
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