Why Generation Z matter for charitable causes

Who are Generation Z?

Generation Z (Gen Z or Zoomers) are those born between 1997 and 2012 (aged between 10 - 25). It is the demographic cohort succeeding Millennials and preceding Generation Alpha. Most members of Generation Z are children of Generation X (aged 41-56 years).

We're talking about the UK's young adults that make up the most racially, ethnically and sexually diverse generation in history.

As the first social generation to have grown up with access to the Internet and portable digital technology from a young age, members of Generation Z have been dubbed 'digital natives'. As a result of access to on-demand information, they are a uniquely purpose-driven generation. They adapt all parts of their lives to reflect their values, from where they work, to what they buy, to what they eat.

Why are Generation Z important for charities?

There are a myriad of myths and hypotheses that are preventing charities from reaching out to them; from a perception that they’re only ever going to support environmental causes, to an assumption that they’re happy to give their time but not their money.

Millions of pounds are being left on the table, not to mention waves of energy and ideas that could shape the future of our sector.

The good news is that our Good Conversations with them have helped explore a powerful audience that's been overlooked and underserved by the sector for too long. This programme has consistently shown that they have what it takes to be a big part of your futures.