Social Activism & Millennials
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.
“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.”