Millennials are more concerned than older generations about working for and buying from businesses they view as giving back to society, according to a new survey conducted for Fortune. More than two-thirds of respondents ages 18 to 34 said they were at least somewhat more likely to want to work for a firm that gives to charity versus one that does not, compared to 59 percent of those ages 35 to 44 and 47 percent of the 45-64 group.
The poll of 2,000 individuals also found that young people are more inclined to buy products from companies that donate and to recommend them to friends. Major companies are paying attention to millennials’ interest in corporate philanthropy, Fortune notes, citing efforts like a new Goldman Sachs grant fund that will make awards to nonprofits based on recommendations by the bank’s young employees.
Browse Chronicle of Philanthropy article on how to build giving ties with millennials.