New research has revealed that Gen Z adults in the UK are leading the charge in increasing charitable donations, thanks to the rise of digital and app-based giving options. The survey, commissioned by Deliveroo, found that one in three Gen Z adults (30%) aged 18-24 have increased their charitable contributions over the past two years, a notable contrast to the wider UK trend, where just 15% of the general population reported increasing their donations. In fact, a quarter of the public (24%) are now giving less to charity than they were two years ago.
This spike in generosity among younger people comes as Deliveroo and the Trussell Trust announce a two-year extension of their partnership, which funds food banks and critical support services for those struggling with the cost of living. The collaboration, which began in April 2022, enables Deliveroo customers to donate directly through the app via a round-up feature when placing food or grocery orders.
The partnership has so far led to thousands of donations, funding millions of meals and services for people across the UK experiencing hunger and financial hardship. According to the findings, Gen Z’s affinity for technology plays a key role in their charitable giving. Two-thirds (66%) of those under 25 said they are more likely to donate if the option is available through an app they already use, compared with just 29% of the general public.
Speed and convenience also emerged as crucial factors for Gen Z, with 30% of respondents citing these as important considerations when deciding to give. Additionally, a quarter of Gen Z (24%) said they typically donate via a social media link, more than double the rate seen across the wider adult population (9%).
The funds raised through the Deliveroo and Trussell Trust partnership will be used to provide emergency food parcels containing at least three days’ worth of nutritionally balanced meals. The donations also support practical services, including access to financial and mental health advice for those facing severe financial hardship.
Deliveroo has been actively promoting the partnership via digital channels to engage its young customer base. In a recent campaign, the food delivery company collaborated with former Love Island contestant and mental health advocate Dr Alex George, reaching an audience of nearly two million on social media. The campaign aimed to raise awareness of the Trussell Trust’s work and encourage donations from younger audiences.
Will Shu, CEO of Deliveroo, expressed his gratitude to customers for their ongoing support: “I’m proud to be renewing our partnership with the Trussell Trust to raise vital funds for people facing hardship. The donations will support food banks and essential services for those in need.”
Sophie Carre, Director of Public Engagement at the Trussell Trust, highlighted the importance of Deliveroo’s support: “Their technology is crucial in helping us reach younger audiences, making it easier for them to donate. We’re excited for what we can achieve together over the next two years.”