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Surprising Age Group Leads in Charitable Giving

The holidays are 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.

A survey found that Gen Z and millennials are significantly more engaged in charitable activities, 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 year ends.

Younger Americans were also more consistent in their community involvement throughout the year. 60% 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. 42% of Gen Z and millennials admit feeling their actions are too small to make a difference. However, some people are optimistic that their goodwill is having an impact.

One respondent said, “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.”

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.

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