Generation Z’s philanthropic engagement in the United States agrofood sector: Perceptions, motivations, and intentions

Abstract

This phenomenological study was conducted to ascertain Generation Z's attitudes and perspectives regarding agrofood philanthropy. To effectively engage the upcoming generation as philanthropists, it is necessary to determine how they define philanthropy, what motivates them to give, how they have already participated in philanthropic efforts, and their intentions towards future philanthropy. After interviewing participants, it was found that they were driven by a deep desire to connect with others. Donating time to agricultural, food-focused, or rural-serving organizations allowed them to fulfill that desire, resulting in deep organizational commitment and desire to donate time in the future as a means of community integration. Recommendations for future research include a greater balance of gender perspectives and exploring other philanthropic sectors. Recommendations for practice include providing social opportunities and community to engage Generation Z, surfacing the impact of the organization that aligns with their values, and maintaining a robust online presence.