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Culture Philanthropy

Why the Generations Approach Generosity Differently

Generosity appears to be alive and well in the Christian community today. In fact, almost nine in 10 practicing Christians (88%) say that generosity is either “extremely” or “very” important to them, and one-third (32%) feels very satisfied with their personal generosity, with Millennials leading the way in this respect (45%). Yet financial giving rates alone belie their apparent enthusiasm: Only 13 percent of Millennials and even fewer Gen Z (6%) give money on a frequent basis. Why the gap? It may seem like a glaring discrepancy—but it is actually an indication of how approaches to generosity evolve across generations.


Barna is a private, non-partisan, for-profit organization under the umbrella of the Issachar Companies. Located in Ventura, California, Barna Group has been conducting and analyzing primary research to understand cultural trends related to values, beliefs, attitudes and behaviors since 1984.