Is youth socially engaged? Practical insights for NGOs

It’s common to hear doubts about young people’s level of commitment or claims that this generation is more individualistic than those before it. This questioning also appears in the social sphere, even as youth-led initiatives are celebrated and individual young people are recognized as leaders in social movements. 

However, it’s difficult to make direct comparisons between generations, especially given how much society and human relationships have changed. In this sense, the sociodemographic characteristics of millennials (born between 1981 and 1996) and Generation Z (1997–2012) reflect a unique mix of challenges and opportunities. 

Although we often speak of “youth” as a single group, it is absolutely diverse

Young people—who are sometimes blamed for their precarious circumstances or whose vulnerability is normalized—have grown up with the bleakest economic prospects of the past 60 years. In 2021, one in three people aged 16 to 29 was at risk of poverty and/or social exclusion. Nevertheless, their high educational level and fluency with technology offer great potential for the social and economic development of society as a whole. 

This means that our analysis must go deeper and acknowledge that, as in many other areas, the way people “get involved” has changed, particularly among younger generations: how they connect, how they stay informed, etc. And while we may group them under one label, youth is absolutely diverse. 

A latent but conditional commitment

To better understand how young people engage (or don’t) today—what concerns them and how they channel their social awareness—we conducted a survey of people aged 16 to 35 in Spain. The survey is part of the report Youth and NGOs: The challenges of collaboration between NGOs and young people, developed by Esade's Institute for Social Innovation with support from the PwC Foundation. 

The results show that three out of four young people are interested in contributing to social or environmental causes. This figure rises to nearly 90% among those who already have some (non-professional) connection to the third sector. Moreover, more than half (55%) say it’s essential that their work or studies align with their personal values. 

However, this interest doesn’t always translate into active participation. Two out of three young people say they lack the time or resources to get involved, and fewer than half (47%) place social justice or environmental responsibility at the center of their decisions about consumption or mobility. 

When asked about direct involvement in social or environmental causes, only 41% reported doing so through a nonprofit organization (via donations, volunteering, youth associations, or other NGO activities). The same percentage (41%) said they hadn’t participated in any initiative related to social or environmental causes. The most common form of involvement was participation in community-based social or environmental activities (27%), followed by one-off volunteering with an organization (22%). 

The study also sheds light on the issues that most concern younger generations: physical and mental health (62%), housing (61%), and employment (55%) top the list, reflecting a strong link to their own living conditions. Traditional third-sector topics such as international cooperation or assistance for vulnerable groups receive less attention overall, though interest rises significantly among young people already connected to the sector. 

This presents both a challenge and an opportunity for NGOs: how to connect their mission to young people’s immediate concerns without losing their core identity. 

What do young people think of NGOs?

The third sector is not generally seen as a professional option: 44% say they don’t consider working in an NGO, compared to 40% who do. Among youth already involved in the sector, however, a majority (62%) see it as a potential career path (only 23% reject the idea). 

Young people’s level of trust in NGOs averages 5.4 out of 10, with higher scores among women and those under 25. Notably, 10% report having zero trust in the sector. Those who have some connection to NGOs rate them more positively, at an average of 6.6. 

Most associate NGOs and the third sector with solidarity and commitment (65%), participation and collaboration (47%), and donations and fundraising (43%). In contrast, only 4% associate them with empowerment and 10% with innovation and social impact. The most valued qualities in an organization are transparency in the use of funds (78%) and visible impact (52%). 

We live in a very different world from when the third sector was created, but its proposals haven’t changed much

Some respondents’ comments point in this direction. “NGOs should do everything transparently. People are donating their money for a greater good, and that’s the only way they’ll trust them,” said one participant. Another highlighted the importance of communicating results rather than problems: “I’d love to see the changes they’ve achieved go viral, not just more ads showing children suffering from hunger or disease.” 

Overall, young people say they know little about what NGOs actually do, and feel the sector hasn’t adapted to their needs or expectations. “Young people don’t really know what an NGO is; for some, the term itself even creates some rejection. We’re living in a world very different from the one that shaped today’s third sector, yet the offers (volunteering, donations, etc.) haven’t evolved much,” said another respondent. 

How can NGOs strengthen youth engagement?

Young people themselves point to ways their involvement could be improved and how they could contribute: 

• The most common barriers are lack of information, lack of trust, and lack of time.
• They believe they could contribute to NGOs by creating social media content and campaigns (65%), bringing technological and communication skills (56%), or promoting innovation (53%). For those already involved, innovation ranks as the top contribution (70%).
• The main channel they recommend for NGOs to connect with youth is through social media (82%), followed by participating in youth spaces or events (48%) and community activities (39%). 

And what do NGOs think?

From the other side, organizations are clearly aware of the challenges of connecting with youth. Although 95% work on issues related to young people, only 46% treat it as a central priority. Specific strategies to attract young participants remain limited and often seen as ineffective.