Nearly Half of Millennials in U.S. Plan to Give More in Response to Covid-19 - Barron's

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Nearly half of U.S. households gave indirectly during the early months of the Covid-19 pandemic, including ordering takeouts to support local restaurants and their employees.

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The majority of U.S. households maintained their overall giving levels during the initial months of the Covid-19 pandemic, with nearly half of millennials surveyed planning to give more in the future, according to a report published Tuesday by the Women’s Philanthropy Institute (WPI).

During the early months of the global health and economic crisis, about one-third of U.S. households made donations directly to organizations, individuals, or businesses. And nearly half—particularly younger generations—gave indirectly, according to the report, COVID-19, Generosity, and Gender: How Giving Changed During the Early Months of a Global Pandemic.

Giving indirectly includes a variety of activities to help others during the crisis, for example, by ordering takeout to support local restaurants and their employees, or continuing to pay individuals and businesses for services they could not render, or posting or sharing content on social media about Covid-19.  

“This report signals a new kind of generosity, as people give back to their communities in more imaginative ways, despite facing tremendous challenges,” says Jeannie Sager, director of the Women’s Philanthropy Institute, part of the Lilly Family School of Philanthropy at Indiana University–Purdue University Indianapolis.

This type of more expansive philanthropy was becoming prevalent among millennials prior to Covid-19, Sager says.

The report, funded by a grant from the Bill & Melinda Gates Foundation, is based on an online survey of 3,405 respondents in mid-May.

There were notable age and gender differences in sentiments toward the future of giving in light of economic uncertainty, according to the report. About 46% of millennials (those born in the years 1981 to 1996) said that they planned to give more as a result of the Covid-19 pandemic, compared with 25% of Baby Boomers (born in the years between 1946 and 1964) and 14% of Generation X (born between 1965 and 1980).

Additionally, single women were significantly more likely than single men to decrease their giving due to economic uncertainty and reduced interaction with their community. 

“As WPI research has shown, women are typically more likely to give than men,” says Debra Mesch, professor of philanthropic studies at the Indiana University Lilly Family School of Philanthropy and one of the authors of the report. “It appears that the circumstances of this crisis—which disproportionately affect women economically and disrupt the ability to network and connect—may be putting a strain on their giving.”

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