Next-Gen Charity: Updating the Kindness Economy
Between 2023 and 2024 there was a global drop in consumers who helped strangers, donated to charity and volunteered (Gallup, 2025). Still, peoples’ drive to make a difference remains strong. Today’s charity-minded individuals are doubling down on local action, no-strings-attached donations and values-led spending. Stylus identifies the need-to-know cohorts of next-gen philanthropists, and how brands can support socially-aware spending.
The Shifting Giving Landscape
Young Consumers Change the Face of Altruism
Philanthropists Give Freely
Community Patrons
Economic pressures and reduced trust in institutions mean that fewer people globally are donating to charities. Instead of formal philanthropy (donating or volunteering), more people are supporting their communities through informal acts of generosity, like helping a neighbour. Meanwhile, wealthy individuals are bucking the trend by increasing donations amid rising societal expectations for them to give.
Economic pressures and reduced trust in institutions mean that fewer people globally are donating to charities. Instead of formal philanthropy (donating or volunteering), more people are supporting their communities through informal acts of generosity, like helping a neighbour. Meanwhile, wealthy individuals are bucking the trend by increasing donations amid rising societal expectations for them to give.
Summary
The Shifting Giving Landscape | Economic pressures and reduced trust in institutions mean that fewer people globally are donating to charities. Instead of formal philanthropy (donating or volunteering), more people are supporting their communities through informal acts of generosity, like helping a neighbour. Meanwhile, wealthy individuals are bucking the trend by increasing donations amid rising societal expectations for them to give. |
Young Consumers Change the Face of Altruism | Young consumers are thinking beyond traditional philanthropic gestures like donating or volunteering. Benevolent Gen Zers and millennials tend to support larger systemic causes like environmentalism and social justice. They’re also more likely to believe that philanthropy includes values-driven consumption, sharing causes online, and direct giving – a shift away from traditional practices. |
Philanthropists Give Freely | Today’s wealthy philanthropists are increasingly redistributing wealth with no strings attached (a shift from traditional giving). In some cases, they gift their entire fortune to charities and carefully selected non-profits – echoing trends noted in Tomorrow’s Super Spenders. It’s a timely change, as 67% of people worldwide believe the wealthy take more than their fair share, and 65% blame them for global issues (Edelman, 2025). |
Community Patrons | Everyday generosity is thriving locally, from helping neighbours to app-powered donations and hobby-driven fundraising. People are strengthening communities through volunteering and creative support for local causes. These acts enhance wellbeing, build skills like teamwork, communication and leadership, and inspire others – presenting a valuable opportunity for brands to champion positive community action. |
Next-Gen Charity: Updating the Kindness Economy
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Want to see the full report?
Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
We’d love to do the same for you.
Book a demo with us today to discover more.
