Amy Fetzer is a sustainability expert and author of ‘Climb the Green Ladder: Make Your Company and Career More Sustainable’.

Amid widespread political polarisation in the UK and US and ongoing international refugee crises, taking some form of social action – from volunteering to signing petitions to offline campaigning – is becoming increasingly common. While ‘clicktivism’ is a popular outlet – there are nearly a million Instagram posts tagged with 

 – 89% of Britons said they participated in at least one charitable or social action in 2016, while monetary donations to charity from individual Americans increased by nearly 4% in the same year. 

 have also changed the way people campaign and how they view their own social responsibility. They’ve opened governments and corporations up to scrutiny, and lobbying efforts can now be uncomfortably public. Technology has given people the power to question and challenge institutions on the issues they care about, and savvy businesses are getting behind causes.

Participating in online campaigns and offline demonstrations has become an important way to gain social cachet for today’s connected citizen. But what’s behind the increase in people showing concern? Do we really care about local causes, or it more a case of wanting to be part of a ‘cool’ social movement?

“Technology has meant that anyone can get involved in campaigning to make the world a better place,” states Robin Priestley, head of Campaigns by You at 38 Degrees. 

 There are now multiple channels people can use to hold businesses and governments to account, with mass participation helping to ensure that populations are heard. Indeed, in the UK, 56% of people say they signed a petition in 2016. 

“People power means that when we work together, we can achieve anything. We don’t need to wait for politicians or slow-moving organisations to give us the opportunity to change things. We can work with each other and create lasting change immediately,” says Priestly, who adds that, in the last year, over a million people have experienced winning a campaign started by another member of the public on 38 Degrees. 

People power means that when we work together, we can achieve anything. We don’t need to wait for politicians or slow-moving organisations to give us the opportunity to change things

“Change can happen much more often than when we get to put an X in a box at an election,” says Priestley. “Every day at 38 Degrees we see dozens and dozens of people setting up and launching their own campaigns to save cherished local services like hospitals, libraries or music venues, to change government policies on the big issues of the day, or even to persuade companies to do the right thing.” 

 Causes that are close to home are important to many people, with a 2016 survey finding that half of local volunteers in Britain say they do so to give back to their community. 

As an example of how online platforms are facilitating change on a larger scale, when Natalie Fee from 

 set up a petition demanding that retailers tackle the polluting effects of plastic cotton buds 

, it received over 157,000 signatures. But the campaign didn’t stop there. Supporters also flooded the Facebook walls of each store with comments urging them to switch the stick. “They fell like dominoes,” says Priestly. “All the major retailers – Boots, Morrisons, Superdrug, Lidl, Tesco, Asda and Wilkinsons – agreed to ditch the plastic and switch to paper cotton buds... Millions of plastic cotton bud sticks in the ocean are a huge problem. But together, we convinced some of the biggest shops on our high streets that there was a really simple solution.” 

‘Clicktivism’ can make a real difference

Part of the move towards citizen action has been driven by governments. Globally, austerity measures have led some nations to shift the emphasis for tackling social issues on to communities and third sector organisations. This is exemplified by David Cameron’s ‘big society’ initiative during his time as British Prime Minister, where citizens were encouraged to support and lobby for the causes they cared most about, hopefully to fill the void left by government funding cuts. And in the US, 25% of people say they either already have or plan to increase their support for non-profits and charities in response to the 2016 presidential election, according to a survey commissioned by global humanitarian group CARE. 

While a reduction in funding has put pressure on many vital services, it has normalised campaigning and volunteering. In the US, more people (106 million) give up their time to good causes than other country apart from India (256 million). 

 This high number of volunteers is probably aided by the fact that nearly 60% of American companies offer paid time off for employees to volunteer. 

The global shift from state to citizens providing support may be one of the reasons why, for the first time, more than half of respondents to the 2016 CAF Global Giving Index said that they’d helped a stranger in the past month, including 73% of those in the US and 58% of Britons. This is a positive sign of generosity across the globe in times of adversity, with people rallying when there is a greater need. For example, Iraq occupied the number two position for helping a stranger, despite the ongoing civil war. 

Giving is not limited to monetary donations. Rather, ‘giving’ is defined by the differences we make: the differences in someone’s life, in a society, or in a nation

“Globalisation has led to disjointed communities, which has adversely impacted on people’s sense of community and belonging,” says Nadya Al Qubaisi, director of strategy at Matrix Consulting. “The UAE is actively trying to counter this shift by encouraging individual and corporate action through country-wide initiatives such as the Year of Giving. In turn, this is promoting awareness of issues such as social inclusion, charity and the shared economy, helping the people of the UAE to re-think the impact we can have in the wider community. I believe this is having a positive effect on the type of business models we have seen stemming from this region, particularly in the SME sector.” 

The Year of Giving campaign aims to counter today’s consumerist culture by reminding citizens and businesses of the importance of giving both time and money, and how integral the concept is to the UAE’s culture and heritage. “Giving is not limited to monetary donations,” explains Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE. “Rather, ‘giving’ is defined by the differences we make: the differences in someone’s life, in a society, or in a nation… Volunteerism is another way to give: volunteer an hour, a day or a week of your time; volunteer your skills, your knowledge and your energy. Volunteer and make a difference in your society.” 

People are pulling together to overcome governmental shortcomings

Research from the Charities Aid Foundation has found that older people and women are the most likely to engage in charitable or social activities, but younger people are more likely to volunteer, sign a petition and take part in a public demonstration or protest. Among the general population, 17% said they’d volunteered for a charity 2016, but this jumped to 23% for full-time students. Additionally, 61% of 16- to 24-year-olds said they signed a petition, compared to just 49% of over-65s. 

This difference may be because younger generations – Gen Z in particular – have a well-developed social and environmental conscience, holding themselves responsible for solving issues of sustainability and social justice. 

 “Since [Gen Z] is young, companies often underestimate how mature and value-oriented they are,” says Sara Spivey, CMO of content platform Bazaarvoice. “This generation is also very socially conscious and politically active. They care about human rights and the environment and identify with companies that share their values and reward them with their business.” 

 Gen Z’s influence is only set to grow as they reach adulthood and enter the workplace. Already, 77% of them say businesses should make ‘doing good’ central to their business, and 45% agree that working for a company that helps make the world a better place is as important as salary. 

[Gen Z] care about human rights and the environment and identify with companies that share their values and reward them with their business

“Volunteering is an essential part of a Gen Zer’s life,” claims Aneesh Goel, a 16-year-old student and chairman of iDEA in California. “Gen Zers are pushed to volunteer within their schools these days. Many middle school and high school clubs promote volunteering through chapters. Examples include Octagon, Key Club, Interact, and the National Honors Society.” 

“I do believe that there is an increased awareness of climate change and its repercussions, and as a result, activism among Gen Z by means of social media has increased,” says 17-year-old Shreeya Aranake, a contributor to the Atlas Business Journal. “Many of my peers have gone to protests as well as posted their concerns about the Paris Climate deal online.” 

Gen Zers have a deep-set sense of social justice

Many businesses – often driven by the values of their employees and a recognition of their own social responsibility – are embracing their role in helping social causes. They are also savvy to the fact that there’s significant equity created in supporting charities and social causes, including through values-led campaigns. Research conducted by America’s Charities found that 90% of employees believe partnering with reputable non-profit organisations enhances their company’s brand. 

For example, United Colors of Benetton has a long history of speaking out on social issues. In recent years, the brand has decided to focus efforts on gender equality, which is one of the Sustainable Development Goals established by the United Nations. In 2015, it launched the Benetton’s 

, a long-term sustainability program aimed at promoting gender equality and women empowerment on a global scale. This was followed in 2016 with a partnership with the United Nations Population Fund to amplify its message about reproductive rights. “The campaign aims to make women’s health, safety and dignity a global humanitarian priority and mobilise action and funding to support women’s health in all humanitarian operations worldwide,” reads a press release. 

“These initiatives don’t have a direct correlation with our marketing strategies, but they are part of the DNA of our company,” explains Carlo Tunioli, CEO of Fabrica, Benetton's communication research centre. “As a global corporation, we consider it our responsibility to contribute to make society a better place for everybody, everywhere in the world. We hope that our customers will notice our efforts, empathise with the issues we highlight and stand up for the causes we are fighting for.” 

Supporting social causes can greatly boost a brand

“The internet has been a great leveller in terms of the way that companies have to interact with the public,” says Priestley. “Now, a targeted social media campaign from a group of concerned customers can spread like wildfire and have a huge effect on companies. The best companies know that working with people to create positive social change can be huge for their reputation, and that trying to resist changing things for the better can be equally disastrous.” 

The internet has also facilitated ‘virtue signalling’ – publicly expressing sentiments intended to demonstrate one's good character. “Virtue signalling has a bad reputation at the moment,” says evolutionary psychologist Geoffrey Miller. “Conservatives make fun of the social justice warriors on the left… they aren’t making a difference, they are just showing off.” 

 But research from Cone Communications has found that concern for good causes runs deeper than a Facebook post or a weekend march with friends; 87% of Americans will buy a product because a company advocated for an issue they cared about, while 76% will boycott company’s products or services upon learning it supported an issue contrary to their beliefs. Additionally, 89% would switch brands to one that is associated with a good cause (given similar price and quality). 

The best companies know that working with people to create positive social change can be huge for their reputation, and that trying to resist changing things for the better can be equally disastrous

Corporate values and support of social causes can have a significant impact within an organisation, improving employee engagement and motivation, and positively impacting on turnover. “When organisations support social causes and encourage activities such as volunteering, and allow employees to choose their own causes to support, it can have undeniable benefits to levels of employee engagement and morale,” says Janek Seevaratnam, corporate advisor at the Charities Aid Foundation. “This happens in two ways. First, it gives employees a platform to engage with the causes that they care about. Second, it demonstrates that their employer is walking the talk, and that the values that a company espouses outwardly are being carried out with very positive benefits for the local or wider community.” 

Social causes are now being championed in every aspect of life, from corporations connecting with customers, to everyday citizens engaging with each other as well as local and global communities. And getting involved often leads to increased wellbeing and contentment. “There's [a] certain feeling of happiness and satisfaction that you get only when you give,” says Noor Abdelrahman, a teenaged volunteer in the UAE. “It's a feeling of making a difference, no matter how small it is.” 

is a freelance journalist, author and consultant specialising in sustainability. Her goal, through her book ‘Climb the green ladder: make your company and career more sustainable’, is to empower individuals and organisations to become more sustainable and successful. She is also head of research and analysis at Footprint Media Group.

Eastern Europe

United Kingdom

North America

United States

Citizenship

'CAF UK Giving 2017', Charities Aid Foundation

'Giving USA 2017: total charitable donations rise to new high of $390.05 billion', Giving USA

Interview with Robin Priestley conducted by author

'Research reveals Britain’s love of local charities and community spirit', Institute of Fundraising

'New CARE study: one in four Americans to increase support for charity due to presidential election', CARE

'CAF world giving index 2017', Charities Aid Foundation

'The new corporate DNA: where employee Engagement and social impact converge', America’s Charities

Interview with Nadya Al Qubaisi conducted by author.

'Why the year of giving?', United Arab Emirates The Cabinet

'Masdar Gen Z global sustainability survey', Masdar

'Generation Z looking to identify with brands', FierceRetail

'[Infographic] What Generation Z-ers think of business and sustainability', Sustainable Brands

Interview with Aneesh Goel conducted by author

Interview with Shreeya Aranake conducted by author

'Safe birth even here', United Nations Population Fund

Interview with Carlo Tunioli conducted by author

Interview with Geoffrey Miller conducted by Canvas8

'2017 Cone Communications Study', Cone Communications, 2017

Interview with Janek Seevaratnam conducted by author

'Young girls spend '100 hours of giving' to help underpriviledged families', Khaleej Times

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