Charitable Giving Report
Gen Z isn’t giving less. They’re giving differently.
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Key Insights
Gen Z Is Changing What It Means to Show Up
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Gen Z is less likely to donate, however, they show up through sharing, advocacy, and action
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Gen Z giving is driven by social influence – who’s talking about it matters as much as the cause itself
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Building engagement and trust require transparency and real impact
Methods of Donating - Past 12 Months
Emerging methods of donations are changing the landscape for how Canadians donate. Donating through websites or in person to charities is much less prevalent in younger Canadians (Gen Z) and is being replaced by crowdfunding platforms.
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Alternative Ways of Supporting Causes
Alongside Boomers, Gen Z are the most likely generational cohort to be supporting charities outside of monetary donations.
Methods of Alternative Support
Gen Z are the most engaged generational cohort for supporting causes outside of monetary donations, showing commitment to the giving economy.
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Sample
n = 1501
Canadian adults, aged 18 and older.
For this study, a nationally representative sample of n=1,501 Canadian Adults (age 18+ yrs.) who are members of the Angus Reid Forum.
The sample frame was balanced and weighted on age, gender, and region according to the latest census data. For comparison purposes only, a probability sample of this size would yield a margin of error of +/- 2.5 percentage points at a 95% confidence level.
Field Window
Field Window: March 18 to 22, 2026
Study
A study commissioned by Angus Reid to understand Canadians’ knowledge and perceptions of nutritional attributes.
Definitions
| Gen Z | Gen Y (Millennial) | Gen X | Baby Boomers |
| 18-29 | 30-45 | 45-61 | 62-80 |
