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Social Activism & Millennials

Posted on 7.19.2016

Consumer insights and engagement platform Crowdtap and the Ad Council released an interesting study exploring how Millennials are approaching social activism in the age of social media.

The report revealed that 45 percent of millennials have shared information about a social cause online the past year and 44 percent have donated to a charity or nonprofit.


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“Animals,” “Children” and “Health” were the top three categories of causes supported by U.S. Millennials according to the research, and further, while Millennials are actively involved in a variety of causes, 18 to 24-year-olds are more diverse when it comes to the types of causes they support compared to 25 to 34-year-olds.

For Millennials, Facebook is by far the biggest driver of awareness when it comes to social issues. Two-thirds of Millennials, in fact, have heard of a social cause based on something they saw on that social network – a larger number than those who heard via other social platforms (e.g. Twitter, YouTube & Pinterest) and traditional media channels.

“Social media doesn’t pose a threat to social activism – it is a gateway to action,” said Claudia Page, VP product and creator partnerships at Crowdtap. “Millennials, as a whole, are more responsive to engaging in social activism through social media if they feel they are part of a community-driven movement. This understanding can help nonprofits, like the Ad Council, and brands, in general, move people to support and take action for years to come.”

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