【研报】餐桌上的Z世代.pdf

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BLACKBALIDINSTITUJTE

ofGiving

THECHARITABLEHABITSOF

GENZ,WITHINSIGHTSFROM

DONORS,ADVOCATES,AND

PROFESSIONALFUNDRAISERS

Contents

3Introduction

5ExecutiveSummary

11Part1:GenZIsEngaged

32About

15GenZasDonors

19PhilanthropicMindset

26GenZersintheNonprofit

Workplace

BlackbaudInstitute.

AkAAIDINSTITITE

Introduction

Whetheritsemergingtechnology,social

disparities,economicdisparities...youname

it.Itsavery,veryconsequentialtime,and

ourwoungpeoplearestuckatthecenter.

Imnotsurprisedthateveryonestryingto

crackthecodeonGenZ.

—Michaellyescas,FossilGroup84%1/3

OFGENZ

TheCOVID-19pandemic.The2020racialandsocial

OFGENZERS

justicereckoning.Thespreadofnewdigitalplatforms.

SUPPORTCAUSES

TOINCREASE

Theseculturalforceshavetouchedeveryone—yetthey

INSOMEWAY

THEIRGIVING

haveuniquelyshapedGenZ.

In2018theBlackbaudInstitutepredictedthatasGen

Z—whoonlyrepresented2ofAmericandonorsatthe

time—begantoengageinthegivinglandscape,their

contributionswouldbedefinedbytheirstatusasdigital

nativesandtheirsenseofsocialcohesion.(Blackbaud

Institute,TheNextGenerationofAmericanGiving,2018)

TheseelementsofGenZidentitywereputtothe

ultimatetestinrecentyears.2020broughtatidalwave

ofculturalupheaval,withripplesthatwearestilfeeling

in2024.GenZerstooktothedigitalspheretocreatea

strongnetworkofconnection,information,andaction

evenwhen

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