New research launched today reveals that Gen Z adults (age bracket surveyed: 18-24) are donating more to charity thanks to an increased availability of online and digital giving options and a desire to help those impacted by the cost of living.
Research by Deliveroo shows that one in three (30%) of Gen Z say they have increased the amount they give to charity over the past two years. This charitable streak from the youngest group surveyed bucks the national trend which shows that across the general population only 1 in 6 (15%) are giving more to charity and a quarter (24%) stated they were giving less than they were two years ago.
The research comes as Deliveroo and the Trussell Trust announce an extension of their charity partnership for another two years, providing funding for food banks and the vital support services they provide for people on the lowest incomes, at a time of heightened need across the UK.
Harnessing the power of its own technology, Deliveroo enables customers across the UK to donate through the touch of a button via a round-up donation function in the Deliveroo app as they complete their food and grocery orders.
The nationwide partnership launched in April 2022 and has so far seen thousands of customers donate via the app and helped to fund millions of meals and vital services to support people facing hunger across the country.
The findings show that the digital native generation, who are accustomed to using apps to do everything from buying clothes and groceries, to travelling and booking medical appointments, are taking the same approach to charitable giving.
Two thirds (66%) of under 25s say they would be more likely to donate to charity if they could donate in an app they already use — more than twice the rate across the general public (29%) — and a quarter (24%) say they typically pledge via a link on social media compared with fewer than 1 in 10 of British adults (9%).
Nearly one in three (30%) Gen Z also ranked speed and convenience as the most important factor when they are deciding whether to donate to a charity, with the convenience of donation method becoming less salient the older the respondent got.
The donations raised by the Trussell Trust via Deliveroo will help provide emergency food parcels that contain at least three days’ worth of nutritionally balanced meals, as well as practical support and advice to people who are facing hardship — including access to financial and mental health services.
Deliveroo is also promoting the partnership and the in app donation function by engaging its customers through digital channels. The food delivery company recently partnered with former Love Island contestant and mental health advocate Dr Alex George to reach 1.9m of his followers, highlighting why people need to access Trussell Trust food banks and range of support services that they provide to an engaged audience of young adults.
Will Shu, CEO of Deliveroo, said: “I’m proud to be renewing our partnership with the Trussell Trust to raise vital funds for people facing hardship. Not only will the donations from our fantastic customers go to support its national network of food banks, it will also fund vital support services for those in need.
“At Deliveroo we want to play a positive role in every community we serve, and I want to thank our fantastic customers who have donated so far and encourage them to keep rounding up their orders to help those facing challenges in their communities.”
Sophie Carre, director of public engagement at the Trussell Trust, said: “We are extremely grateful to Deliveroo and their customers for their continued support of the Trussell Trust and our network of food banks. As this new research shows, the knowledge and technology that Deliveroo brings to our partnership is crucial in helping us reach younger audiences and make it as easy for them to donate in a way that suits their lives.
“Over the last two years, Deliveroo’s support has meant that food banks across the UK have been able to provide not only emergency food but also vital services that help lift people out of poverty and reduce the likelihood of them needing to seek help again. We are excited for all that we can achieve alongside them over the next two years.”
