How are young Americans being inspired to connect with social issues and take action?

The  Millennial Impact Report, supported by the Case Foundation, continues to provide new insights on this generation of current and emerging leaders and how the social sector can best connect with them.

Now, we’re getting a look at additional research released by the Cause and Social Influence Initiative, also supported by the Case Foundation which details what’s motivating Americans ages 18-30, which social issues they’re most concerned about and how they view civic engagement ahead of the elections in November.

The report states that this is the first step in identifying what influences young Americans to act and how individual actions can create mass movements that lead to change.

Key takeaways:

• Civil rights/racial discrimination was cited as the top issue of concern for those surveyed followed by gun safety, immigration and climate change.

• While social media is popular among this age group, it may be surprising for many to learn that their leading source of influence for social issues came from TV news.

• About 75 percent of young Americans said they view voting as a form of activism. 

• While they see voting as activism, signing a petition after being informed by the news media was the most common action step by the group.

• Those surveyed said they trusted like-minded individuals, nonprofits and social movements. Local and federal government and corporations came in last when it came to trust for the group.

• The report shares that as a result, younger Americans view their choices to buy from or boycott a company as a form of activism that can lead to change.

• Black Lives Matter and the #MeToo movements were the top movements of interest for the group followed by All Lives Matter and the Women’s March.

• African-Americans had the highest rate of participation in a movement with 38 percent involved in Black Lives Matter.

These movements and others that have followed have garnered major national and global attention; the report shares that this demonstrates the power of change that began with an individual and led to large-scale engagement to drive change.

What does this mean for the social sector?

Much like the recommendations that have surfaced from the Millennial Impact Report, this report highlights the need for nonprofit, business and political leaders to “rethink the pathway of cause awareness, interest, adoption and deep action. Without doing so, you risk becoming less relevant every day.”

Want more?

Read the full report.