The 2017 Millennial Impact Report - Millennials are redefining activism and cause (US)

18/09/2017

Research by Achieve. [USA, 2017] Available online http://www.themillennialimpact.com/

The Millennial Impact Report is an annual study of millennials’ cause engagement by examining the subject through a new lens each year since 2009.

From the Letter:

"As we studied millennials during the election for last year’s Millennial Impact Report, we discovered our hypotheses – political ideologies and heightened attention to social problems would influence and increase cause-related engagement during the political season – didn’t prove to be true. In fact, we found that millennial behaviors were far more muted and passive than we anticipated.

We also found that millennials were quietly redefining terms long accepted in the cause and philanthropy space: Activist. Cause. Social issue. Ideology.

Inspired by the 2016 Millennial Impact Report we are taking more direct cues from millennials themselves in our 2017 annual exploration. Our aim this year is to create a genuine, active dialogue among and between millennials and organizations about cause engagement and approaches to solving societal challenges.

This report shares revelations from the first phase of a three-phase mixed-methods research study. Even in this early qualitative phase, we have found evidence that today’s evolving political and social climate is changing the cause behaviour of millennials. As we progress in this environment of energized and active cause engagement – from national marches to massive boosts in donations to invigorated outreach to elected representatives – it’s imperative to accurately capture how millennials perceive and define their own cause engagement and what it means not only for philanthropy but also the social good sector in this decade." (page ii)

"Overview of Phase 1 Revelations

  1. Millennials have a distinct vernacular when speaking of their cause-engagement behavior and their work on behalf of addressing and/or solving social issues.
  2. Millennials’ interest in far-reaching social issues–the greater good – is driving their cause engagement today, even when millennials don’t have a personal connection to or receive direct benefit from the cause they join.
  3. The cause-engagement actions of millennials in the first quarter of 2017 have increased and intensified as compared to their actions in 2016." (page 1)