July 17, 2015
How the digitally native, media-savvy millennial generation is shaping the way people view and bring about social change has been a topic of debate for some time. Are millennials "the giving generation," or are they just "slacktivists"? Founded in 1997 by AOL co-founder Steve Case and his wife, Jean, the Case Foundation has been working to engage millennials in social work for the better part of a decade. As part of that effort, the foundation, in partnership with Achieve, an Indianapolis-based research and creative agency, recently released the 2015 Millennial Impact Report: Cause, Influence & the Next Generation Workforce (41 pages, PDF), the eighth in a series of reports that examines the question: How does the millennial generation engage with and support causes?
Recently, PND asked Case Foundation co-founder and CEO Jean Case about some of the report’s findings and implications.
Philanthropy News Digest: Since 2010, the Millennial Impact Report series has examined trends in giving and volunteering by millennials. This year's report is focused on company cause work, the factors that influence engagement in the workplace, and the relationship between millennial employees and their managers. Why is it important for millennials to be engaged in giving and volunteering at the workplace?
Jean Case: Millennials play a powerful role in democratizing philanthropy. Now eighty million strong, the millennial generation is one of the most educated, tech-savvy, and idealistic generations ever. At the Case Foundation, we have long recognized the power of millennials to change the world — and that is why our support of the Millennial Impact Project has been critical to the exploration of how they connect, give, and inspire. Throughout our six years of research (and eight reports) with Achieve, we've found that with few exceptions, this generation is consistently willing and eager to "do good." And they choose not to leave their personal passion for doing good at the door but rather seek to integrate it fully into their work and social network of friends and colleagues. If we are going to solve the complex social problems of our era — eradicating deadly diseases, conquering global hunger, scaling sustainable energy solutions — we need this generation to lead the charge.
One aspect of our research which was telling was that 70 percent of millennials volunteered for a cause last year. That number is triple the average volunteer rate of America as a whole, which was just over 25 percent in 2014. Millennial employees value putting their skills and expertise to work in support of a cause, which means employers have a greater opportunity to positively engage with this growing portion of the workforce.
PND: According to the most recent survey, 46 percent of millennial respondents said they were more likely to donate to a company-sponsored giving campaign if asked by a co-worker, while only 27 percent said they were more likely to give if asked by their supervisor. Similarly, 65 percent said they were more likely to volunteer for a company initiative if their co-workers were participating, while only 44 percent said they would if their supervisor participated. What are the implications of these findings for companies looking to engage their millennial employees in "company cause work"?
JC: Millennials now make up a majority of employees — 53.5 million workers to be exact, or more than one in three American workers. We know that they place value on the relationships and bonds they build with co-workers. This is a generation that demands our attention and wants to take its idealism and put it into action in meaningful ways. CEOs and those in leadership need to understand that millennials are influencers who shape the behaviors and purchasing decisions of their larger social circles, so it's no surprise that they tend to be the most inspired by their colleagues and peers, and less so by management. Organizations can take this opportunity to shift away from hierarchical structures and top-down CSR programs and move toward more collaborative cause environments.