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 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.

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).

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.