The View from Chapter Two
Following loads of terrific insight, engagement and thought-provoking comments, images and videos in Chapter One, our Zoomers have been busily lending their thoughts to each of our specific Cause Collectives for the past 3 weeks.
More specifically, we've heard about perceptions towards Overseas Development and Relief charities, how Gen Z are most likely to support them, their role within broader society, and have even sent them on digital safaris to give us insight into how they're interacting with your and other charities today. We haven't yet revealed who's behind the project, giving us plenty of opportunities to understand their unbiased thoughts.
Before we delve into the specifics, we want to share a couple of powerful collective insights that have run across all of our cause collectives.
Charities' lights are shining brightly
Our Zoomers recognise the important work that all charities are doing and view them positively. They know it takes more than charities alone to tackle the biggest issues - with many noting that governments need to do more - but they appreciate what's already being achieved. They are willing to support your causes.
"Despite the government being the obvious choice for who should be responsible, I think that charities are doing the majority of the work."
"I feel like the most work is coming from the volunteers who are doing the most for the charities. They are spreading the word and working hard to get others involved and helping the cause. They are raising money and encouraging others to do the same."
Mental Health runs across all charities
What struck us from our Zoomers is how often they linked all of our Cause Collectives back to mental health issues. It's the one issue that is prominent in their minds and capable of galvanising them to action across the cause collectives. Relating your cause to positive mental health outcomes creates a connection to Gen Z.
"We are currently in a mental health crisis. You can give them CPR, you can bandage their wounds. But for a mental health crisis, what can we do for people who need that kind of help, rather than just kind of put them in the same hospital?"
"There is a lack of specialist mental health support to help those with disabilities who are struggling with unique mental health difficulties such as social isolation."
"People can end up homeless due to struggling with addiction and their mental health. This is important as everyone should be able to talk about their feelings and work through it with a professional rather than feeling isolated and helpless."
Overseas Development and Relief - Charities mentioned:
We asked our Zoomers to list the charities they most commonly associate with assisting with Overseas Development and Relief and have plotted them in the above word cloud. We saw a generally high level of awareness of charities in this space, with WaterAid and UNICEF dominating the mentions. However, British Red Cross, Doctors Without Borders and Save the Children also garnered a fair share of attention, along with many others mentioned - highlighting the number of charities doing work in this space, and that Gen Z are aware of their global efforts.
Key takeaways from our digital safaris for your cause collective
We sent our Zoomers to the website of your and other charities, asking them to tell us what inspired, motivated or caused them to disengage. Here's a preview of what they told us, and what it might mean for you.
Size and scale of impact impresses Gen Z, and proof of donations inspires them
Engage Gen Z with a surprising variety of ways to get involved
A single-minded mission, backed with clear facts, is compelling to Gen Z
Authentic, real-life stories hit home, while unrelated celebs can have opposite impact
Finally, we asked our Zoomers how would improve and enhance the websites they'd looked at to really make them pop for their fellow generation. The below example really highlighted some of the vital components to drawing in a Gen Z audience online:
"I have re-created the homepage in this way because it think it is structured clearly.
I think this homepage will increase awareness because it will include more statistics so people can see how many people have been helped already but they will also be able to see how many people still need help. I think having the social media channels at the top will hopefully be relevant to younger people. Having multiple opportunities for people to donate/go to a donation page will hopefully increase the likelihood of people donating."
- Potential WaterAid supporter