Tandemonium: Gen Z Doesn’t Give a Buck (But They Do Care)

Give it up for new ways of giving

Giving feels good. There are studies out there that suggest that we get more joy from giving than receiving. But the way we’re helping others is changing. Younger people are moving away from traditional nonprofit organizations toward avenues with more tangible effects like crowdfunding and mutual aid. As brands think about causes and purpose, how can they offer younger generations the chance to help, all while connecting efforts directly to results.

Vox takes us in-depth to the philanthropic revolution

Who cares?

Gen Z does. A LOT, actually. But a little bit differently than we may have been led to believe. In a recent report, Pion made a claim that the recent election seems to back up: Gen Z doesn’t want to be known as “woke.” But, the vast majority of those surveyed fit the broad definition of what “woke” means. The truth, as the authors note, is that Gen Z cares deeply about causes, but the definition may be a touch different than previous generations. Here are the top three:

1. Mental health services
2. Racism
3. Cost of living crisis

Are these true causes, or issues that are just important to this generation? Either way brands would be wise to understand which messages will resonate most.

Get the full report from Pion

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Use the power of cancel culture…without canceling anybody.

In the past decade, causes and activism gave rise to “cancel culture,” the powerful social force where people band together to take down a person or brand for a transgression. But, the same Pion report above notes that younger people are less likely to cancel: 90% of Gen Zers would forgive a brand if they apologized for a mistake. But cancel culture had a psychological allure: It fostered feelings of social connection and empowerment. One Brazilian supermarket chain is using those forces for good through a novel philanthropy project that allows shoppers to fund community projects with their purchases.

See how they’re doing it

Can’t put a price on community

Gen Z is fed up with traditional institutions. So, where do cause-focused brands stand? According to a Canvas8 report, the true cause of any brand lies in building community. As this generation faces mental health struggles, feelings of connection are important in building strong ties. A whopping 62% of Gen Z says they seek community in the brands they buy, whatever the price of the product. Brands like Nike, Patagonia and Glossier are leaders in making this connection.

ContentGrip breaks down the data, and what it means for brands

Why brands are taking us way back

80s, 90s and Y2K styles are driving joy in Gen Z. But why? Pion notes that 36% of U.S. Gen Zers struggle with feelings of fearfulness. What’s more: 43% would shop with a brand they find comforting. So, if mental health is the top cause among this generation, brands finding novel ways of bringing comfort, or even sentimentality, can stand out. Go back to the Barbie craze of last year, then fast forward to the fall, where clothing brands like Old Navy and J Crew are riding high off of the past.

Ad Age takes us further in depth

Sustaining tourism

What does sustainability in tourism even mean? Less fuel consumption? Preventing overtourism? This summer, Europeans brought these conversations to the forefront, fighting back against overwhelming tourist crowds. Consumer behavior gives us a clue of how to think: 73% of people want authentic, local experiences when they visit a place, according to Hilton.  

See Hilton’s 2025 travel trends report

Joy in the Work: Eliminating “Nothing”

If we haven’t introduced you to PETERMAYER’s new CCO, Dave Damman, allow us to do so with one word: Noble. No, Dave is not a member of the landed gentry. He thinks that making great advertising — work that doesn’t just blend into the background — is a noble cause.

Read Dave’s perspective in Little Black Book, where he breaks down the crisis of creativity in our industry, the cost of “Nothing” ads and gives 7 ways to avoid making them.

Read Dave’s POV

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Joy @ Work: Gen Z romanticizes the office, but beware the “honeymoon hangover”

When companies started mandating return to office, many Gen Z employees experienced in-person work culture for the first time. Rather than complain, the overwhelming majority — 78% by one measure — romanticize the experience, creating social content that reflects the moments of joy throughout their day.

And while the positivity shows promise, Popsugar notes that the glitzy views and free snacks will fade into social media oblivion. When the honeymoon period ends, the true joy of the office will lie in whether the work we’re doing is fulfilling, rewarding and beneficial to our mental health.

Meet the romantics and the realists

From the Brand Joy Lab: What do brands get from giving?

We’ve found that “giving a special gift to someone you care about” is one of the most joyful things we experience. In our Joy Score study, which indexes activities on a scale of 1-100 based on how much joy they bring, respondents also tell us that donating money to a valued cause brings a decent amount of joy, but it’s not way up there. Why doesn’t it give us the same boost?

• Giving a special gift: Joy Score=77

• Donating to a cause: Joy Score=57

• Volunteering for a cause: Joy Score=55

We asked hundreds of people, “What does it feel like to give someone you love a special gift? What kinds of joy does that bring to you?” Many mention, “The warm fuzzy feeling you get when you see their face light up!” We take pleasure in seeing the joy we’ve created. We look into each other’s eyes and see that joy reflected right back on us.

Non-profit marketers and purpose-driven brands can use this insight to make the act of donating more joyful for the donor –– the same way many retailers do. Illustrate the joy their gifts will deliver to the humans on the receiving end.

Learn more about the Joy Score