The 2016 Millennial Impact Report
In 2016, Achieve, supported by the Case Foundation, seized upon a rare opportunity to examine how a national socio-political event might influence millennials’ attitudes toward cause engagement: the U.S. presidential campaign.
We hypothesized that the issues of interest to millennials would change during the political season based on where they aligned ideologically, and that their cause-related engagement would increase via both social media and traditional activism.
We reported our findings in three waves and a final report. Highlights included:
Quantitative and qualitative data captured by our researchers did not support our original hypotheses. However, what we learned was of even more significance:
Millennials remain passionate about their desire for a better world for more people, but they aren’t exhibiting that passion as overtly as their parents’ generation. They believe they can count on only themselves to create the kind of change they want to see, and they’re pursuing change in their own way.
The 2016 Millennial Impact Report investigates how millennials’ cause engagement behaviors may change during an election year, and how these changes may be influenced by important demographics such as gender, age, geographic location and race/ethnicity. The Wave 1 Trends Report details the overview and methodology of the 2016 study as well as trends from Wave 1 (March-May).
The 2016 Millennial Impact Report Wave 2 reveals new trends related to millennial engagement with causes during the 2016 presidential election cycle and investigates how organizations can motivate this generation to donate their time, money or skills to their causes during election years.
Wave 3 of the 2016 Millennial Impact Report examines millennials’ self-identified attitudes and voting intentions, especially during the last three months before Election Day, which may help researchers and reporters across the country explain why so many of us were caught off guard at the results of the nationwide vote.
The final report of the 2016 Millennial Impact Report is the culmination of a year-long study investigating the connection between millennials’ cause engagement and their political ideologies. After analyzing each wave of data and its trends, the final report concludes that millennial preferences will require nonprofits and causes (as well as the companies that support them) to adjust how they inspire this generation to become advocates and donors.
Achieve collected survey responses from 3,150 millennials during the 2016 U.S. presidential election campaign. We asked questions designed to show us how the cause-related behavior of people born between 1980 and 2000 may have been affected by the election campaign.
Below, we’ve grouped responses by trends. Within a trend, select a demographic trait to see how millennial responses changed by age, gender, race, etc. Hover over areas of each chart to see more information. To turn off “Highlight,” simply click again.