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NEW YORK — The holidays are nearly here, and plenty of people are thinking about the gifts they hope to receive. However, many Americans are also considering what they can give others, with a surprising group leading the charge in 2024.
A new poll finds that 43% of Americans are increasing their charitable activities as 2024 draws to a close. Moreover, researchers also found it’s actually younger people who are making the biggest impact in their communities.
The survey of 2,000 Americans, commissioned by Avocado Green Mattress, found that Gen Z and millennials are significantly more engaged in charitable activities this year, with 59% actively increasing their good deeds before year’s end. That’s notably higher than their older counterparts, where only 37% of Gen X and baby boomers are giving more as the 2024 ends.
“Even a small deed can have such an incredible ripple effect,” notes Julie Murphy, Director of Digital Media at Avocado Green Mattress, in a statement. “Sometimes all someone needs is a little reminder that many of us have so much to give!”
Younger Americans were also more consistent in their community involvement throughout the year. Sixty percent of Gen Z and millennial respondents said they participated in good deeds within their community, and 50% extended their efforts globally. Conversely, only 47% of Gen X and baby boomers were getting involved, with just 38% engaging in worldwide initiatives.
Despite their higher engagement, younger generations express more doubt about the impact of their deeds. Forty-two percent of Gen Z and millennials admit feeling their actions are too small to make a difference, compared to 25% of older generations. However, some people are optimistic that their goodwill is having an impact.
“Sometimes, it’s the small stuff, like checking in with a co-worker who seems down or helping someone figure out a solution. You might not realize the impact right away, but later, it clicks that maybe that small act brightened their day,” one respondent says.
However, the survey identified several barriers to charitable giving, with financial constraints leading the way (45%), followed by health issues (34%) and time limitations (25%). Nevertheless, Americans are committed to ending the year on a positive note, planning to dedicate more than an hour daily — approximately eight hours per week — to charitable pursuits. Furthermore, 44% plan to participate in Giving Tuesday (Dec. 3, 2024).
As for what motivates Americans to be charitable, the satisfaction of giving (47%) tops the list, followed by a sense of purpose (43%) and the desire to make the world a better place (40%). While 38% of respondents find it easier to engage in charitable activities during the holiday season, an overwhelming 85% acknowledge the importance of year-round giving.
Overall, 19% of younger generations award themselves an “A” grade for their charitable efforts in 2024, compared to just 10% of older respondents.
“The end of the year can be hectic,” says Laura Scott, Director of Brand Marketing at Avocado Green Mattress. “So although it’s a great time to do good and give back, making it a priority all year long can help ensure it doesn’t get overlooked when there’s so much else going on.”
WHAT MOTIVATES RESPONDENTS TO GIVE BACK TO THEIR COMMUNITY?
- Satisfaction of giving — 47%
- A sense of purpose — 43%
- Wanting to make the world a better place — 40%
- Emotional well-being — 33%
- Community connection — 23%
- Showing my children how to support their community — 19%
- A concern for responsible, ethical practices in my community — 18%
- Physical health benefits — 12%
- Skill development — 8%
- Networking opportunities — 7%
Survey methodology
Talker Research surveyed 2,000 general population Americans; the survey was commissioned by Avocado Green Mattress and administered and conducted online by Talker Research between Oct. 23–28, 2024.
