Gen Z, Civic Engagement, and What It Means for Brands Beyond 2020
One thing is clear about this election: young people showed up. Despite all of the challenges posed by the pandemic, complexities of the American voting system, and any persistent stigma of apathy — data shows there was an increase in youth voter turnout from the 2016 election, particularly in the states that held the greatest weight towards the outcome. …
BUT is it working? Are young people even taking notice of brands’ cause initiatives? And is it really impacting their likelihood to purchase a brand?
DoSomething Strategic asked 1,908 DoSomething.org members ages 13–25 about their awareness of 88 retail and consumer brands’ support of social causes or platforms, how they know this, and whether brands’ support for a cause motivates them to purchase from these brands.
Download the report here!
Check out our interactive chart to explore which cause platforms young people associated with the 80+ brands in our survey.
Updated Monday, October 26, 2020
As part of DoSomething.org’s response to COVID-19, we’ve kicked off an ongoing survey to gauge how Gen Z is handling the crisis. With tens of thousands of responses from our members (ages 13–25) from every state in the country, it’s clear young people are feeling the impact deeply.
Only 2% of young people say they are not concerned about the upcoming election, while 61% indicate they are highly concerned. Of course, the top concern is who will win (63%), but nearly half (45%) list concern over both the spread of conspiracy theories as well as racial inequality/ unequal access to the polls, and 42% are concerned about the influence of biased media coverage. This along with the influence of social media to further polarize Americans (33%) are the only two issues that are nearly even across all political ideologies. …
Originally posted on May 7, 2019 on NonProfitPro
Today’s nonprofit organizations need to be as agile and innovative as the young donors and activists they hope to attract. Make no mistake, young people are willing to give (84% of Millennials donate to an average of three organizations). Yet what’s worked in the past is an unlikely predictor of success with young people today. Gone are the days of traditional marketing and fundraising galas, with mobile-giving, peer-to-peer fundraising, influencer culture and social activism being driven by Millennials and Gen Z donors.
This generation of young people is eager to engage with the organizations they believe in beyond mailing in a check. Connecting with young people means bringing your organization to them, not waiting for them to show up on your doorstep. It means understanding what they value and clearly demonstrating how you align with those values. It’s about turning your mission into a movement and building a community your new supporters can join. These changes are not simply nice to have, they are crucial for the future success of legacy nonprofit organizations hoping to attract a new generation of donors, volunteers and advocates. …