Generation Z – also known as Gen Z, iGen, or post-millennials – is uniquely driven by purpose and social awareness. This generation grew up surrounded by rapid social and technological change, which has shaped their worldview and empowered them to act on issues that matter. According to Roberta Katz, a senior research scholar at Stanford’s Center for Advanced Study in the Behavioral Sciences (CASBS), Gen Z exhibits a pragmatic approach to inherited issues like climate change and social justice. In the book, Gen Z, Explained: The Art of Living in a Digital Age, Katz discusses how this generation’s defining traits include their deep-rooted sense of responsibility and determination to impact the world positively.

Growing up alongside the rise of social media, Gen Z has seamlessly integrated these platforms into their lives to spread awareness, rally support, and mobilize around causes. Social media is their stage to highlight global issues, challenge norms, and shape public discourse. This passion for advocacy has made non-profits a natural ally for Gen Z, aligning well with their desire to support causes that drive genuine social change. With a clear focus on actionable missions, non-profits appeal to Gen Z’s drive for transparency and accountability.

Why Gen Z Prefers Non-Profits with a Clear Social Mission

1. Transparency and Accountability 

Gen Z is highly discerning, especially regarding where they put their support. For this generation, transparency and accountability aren’t optional; they’re important. Gen Z favors non-profits that openly communicate their goals, funding sources, and results, giving them confidence that their contributions go toward making a real difference. They are less likely to support organizations with ambiguous values or those that don’t clearly define their social impact.

For example, research by Barna highlights that Christian values in non-profits may actually deter some Gen Zs, with one in three saying such values would make them “less interested” in financial support. This illustrates that, for Gen Z, alignment between personal values and a non-profit’s mission is crucial – they want organizations to be transparent about their impact and values, without hidden agendas.

2. Action-Oriented Approach 

Unlike previous generations that might have prioritized raising awareness, Gen Z is committed to action. They’re not content to simply support an organization that spreads awareness; they want to see measurable progress too. This generation favors non-profits that address issues head-on with specific programs and initiatives, whether it’s planting trees, providing clean water, or tackling homelessness. Gen Z expects that non-profits will demonstrate tangible change, not just talk about it.

According to Barna, Gen Z is more likely than older generations to support non-profits by volunteering or advocating for them rather than merely donating money. This hands-on approach allows them to engage actively with the cause and see the direct results of their efforts, which creates a stronger connection to the mission and fuels their desire to contribute more meaningfully.

3. Preference for Local, Community-Based Initiatives 

Many Gen Zs gravitate toward smaller, grassroots non-profits that operate at the local or community level. These organizations often focus on pressing local issues that Gen Z can directly relate to and see the impact of, like neighbourhood food banks, environmental conservation, and youth programs. This preference for smaller organizations stems from a desire for authenticity and transparency, where Gen Z can easily see the outcomes of their support.

Research shows that about three in ten Gen Z and Millennial individuals believe they are more generous than previous generations. This generosity often manifests as support for causes that create immediate and observable change within communities. Smaller, community-driven non-profits resonate with Gen Z’s values and offer them a way to make a direct impact on issues that are close to home.

Purpose and Impact: Why It Matters to Gen Z

Purpose-driven non-profits allow Gen Z to channel their ideals into real-world action. In a world where systemic issues are more visible than ever, Gen Z has shown they want solutions, not just mere conversations about these issues. By supporting organizations with transparent, action-oriented missions, they not only help drive meaningful change but also find a platform to express their own values and beliefs.

For Gen Z, backing a non-profit with a clear mission is their way of building a legacy of positive impact, contributing to the betterment of society. As they continue to grow in influence, Gen Z’s preference for purpose-driven non-profits will likely continue shaping how organizations engage with future generations.

Citations:

• Katz, R., Ogilvie, S., Shaw, J., & Woodhead, L. (2021). GEN Z, EXPLAINED: the Art of Living in a Digital age. Univ Of Chicago Press.
• Where Do Young Donors Place Trust? – Barna Group. (2023, September 27). Barna Group. https://www.barna.com/research/donors-care-about-credibility/
• How Millennials & Gen Z Are Stepping into Generosity. (n.d.). Barna Group. https://www.barna.com/research/young-adults-giving/‌

ABOUT THE AUTHOR

Charlene Jaranilla is an accomplished content writer with a passion for crafting narratives that captivate. Beginning her career in e-commerce as a copywriter, she refined her skills in creating engaging, impactful content before advancing into social media content management and strategy. Her experience spans diverse industries, where she combines creativity with a strategic mindset to help brands build authentic connections and strengthen their digital presence.