Are we becoming less charitable as a society? A recent research study by YouGov certainly suggests so. Amid a backdrop of economic uncertainty, a cost of living crisis and record levels of homelessness, UK Giving 2021 found the proportion of people giving to charity has declined by 11% in the last 5 years. Worryingly, the study also suggests the sharpest decline in giving was among young people, with the average monthly donations for 16-24 year olds falling from £46 in 2019 to £29 in 2020.

In the latest episode of The Good, The Bad and The Advertising, Dino and Amy speak to Adland icon Cindy Gallop about what needs to be done to inspire a new generation of charity supporters. With over 121,000 young people in the UK asking for help with homelessness last year, how can charities like Centrepoint cut through the noise and encourage people to help them bring an end to youth homelessness by giving for the first time? How can we reframe charity donations to make them aspirational and desirable for young people? 

Cindy has worked in Adland for over three decades, during which time she founded the US branch of BBH. She’s also an activist, an entrepreneur, a social commentator and the founder and CEO of MakeLoveNotPorn – a company on a mission to end rape culture by normalising and promoting consensual and communicative sex.

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