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BizReport : Research : September 23, 2008

Focalyst: Baby Boomers want to give something back

It appears that the “Me Generation” isn’t as self-centered as first thought. Focalyst’s latest report on Baby Boomers shows many have an altogether altruistic attitude.

by Helen Leggatt

Focalyst’s report, “Sharing Their Good Fortune: Boomers and Giving Back”, shows that of the almost 80 million Baby Boomers in the U.S., 70% feel they have a responsibility to make the world a better place.

How are they achieving this goal? By volunteering their money and/or time and by patronizing those businesses they believe are giving something back to the local community or helping the environment.

The report (.pdf) found that:

- 4 out of 5 Baby Boomers say they are willing to volunteer their time for a good cause. A quarter have volunteered their time to a charitable cause in the last year alone.

- Many Baby Boomers find it easier to contribute more passively by purchasing products from companies that will contribute a portion of the profits to charity, a positive sign for cause marketing.

- Baby Boomers that do volunteer are much more likely to also be "green" shoppers, as 60% of Boomer Volunteers say they try to buy products that are environmentally safe.

Overall, 4 out of 5 Baby Boomers surveyed by Focalyst said "I have been very fortunate in life," the driving force behind their altruistic attitudes.

Tags: Baby Boomer, cause-marketing

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