The issues that matter Gen Z and how they view the charity sector
From research by nfpResearch
Young people are hopeful they can make change by adopting causes, campaigning and supporting appropriate charities.
But what are the causes they care about?
nfpResearch data shows that the top three favourite causes among 16–24-year-olds are cancer, children and young people, and animals.
Then comes mental health, homelessness and women’s rights.
The age group is more likely than any other to indicate women’s rights and refugee and asylum seeker organisations as personal favourite causes.
Young people are more open to engaging in campaigning and influencing social change than any other age group. 43% say they consider themselves active, regular participants in campaigns to influence social and political change – the highest figure across all age groups. They are confident in their ability to create change, with 68% of respondents saying that ‘people like me can make a meaningful difference to society by taking part in campaigns’.
Despite campaigning and influencing social change being more of an integral part of young people’s lives than for any other age group, the support they show for charity advocacy is not exceptional. 67% of Gen Z (those born after 1997) believe that it is acceptable for a charity to challenge government policy – at a similar level to millennials (69%) and Gen X (70%).
Charities are viewed positively by young people; 75% of 16–24-year-olds say they see charities as a force for good – a figure broadly in line with older generations. With 64% of young people saying they trust charities, levels of trust in the sector are relatively solid, albeit not distinctive compared to other age groups. Whilst trust for charities is strong, exclusive loyalty to the sector isn't.
nfpResearch polling has consistently shown that young people struggle to name household charity brands. Young people engage in charitable activities beyond traditional approaches – this includes grassroots activism, supporting B Corps, micro-giving such as GoFundMe appeals, or buying ethically. So, while young people are warm towards charities, they are not as top of mind as we see with other age groups.
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From research by nfpResearch, 28/10/2025