Gen Z workers more loyal to firms that give to charity

A new survey has revealed businesses that give to charity are more likely to gain loyalty from their younger workers.

Despite this, as many as 75% of UK businesses don’t give anything to charity in any form – whether that’s via monetary donations or employee volunteering.

The Charities Aid Foundation (CAF) report found that 54% of employees (from all age groups) have an increased sense of pride working for a firm that supports charities, while another 47% said it makes them more likely to go that extra mile for their employer.

But it’s the younger generations that are most interested in working for a company that gives to charity. For example, 63% of 16-24-year-olds say it increases their sense of pride and loyalty for the company, but this figure slightly decreases with every generation.

Commenting on the survey, Philippa Cornish, Head of Corporate Clients at the Charities Aid Foundation (CAF) said, “We are seeing a growing movement towards ‘responsible business’ and charitable giving should be considered a crucial pillar of these strategies.

“Giving to charities is good for business. It offers businesses the opportunity to demonstrate their commitment to their communities as well as their staff.

“To attract and retain new generations of workers, corporate giving is not just a nice to have. It’s become an important consideration about whether you want to work for somebody or not, and businesses should remember this, particularly when competition for talent is high.”

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