One in four people believe giving to charity is an even more important priority during the cost of living crisis, new research has found.
The independent media agency Medialab partnered YouGov in April to survey more than 2,000 adults living in Britain about changing behaviour during a prolonged economic downturn.
It found that 25 per cent of respondents said it was more important to give to charity in the current economy, and more than one-fifth (22 per cent) of respondents who had taken significant steps to reduce their outgoings still thought it was important to donate.
The report, The Era of Considered Consumption, also reported an increase in the number of respondents who have given consideration to supporting charities either through regular or ad hoc donations.
And almost half (41 per cent) of the respondents over the age of 65 said it was more important to give.
Nick Parker, integration director at Medialab, said: “Charity giving is still below 2019 levels, but it’s not all doom and gloom. There are signs that consideration to donate to charities has lifted, possibly driven by higher charity media spend.
“Effective fundraising to drive income now is clearly key. However, as previous downturns have shown, it’s also crucial, where possible, to grow people’s connection to the cause, to harness shared moments to show the relevance of the cause, and to pull every lever from earned media to corporate partnerships to drive share of voice.”