Social Movements for Good: How Companies and Causes Create Viral Change

Chapter 3From Belonging to Owning a Movement

I do not belong to a movement, I believe in the movement and am the movement. I am not a donor, volunteer, or supporter. I am a believer in the movement and I like to share that belief with my friends.

—Interview, cause activist

We started the Millennial Impact Project, a comprehensive research study that started in 2009 on how the Millennial generation engages with causes, with the purpose of helping institutions connect and involve this generation of cause enthusiasts. We knew we had a group of individuals wanting to get involved in causes because of their exposure to the cause world in school and family, but for some reason that activation wasn't happening how it historically has. Moreover, we saw institutions that were in existence for more than 50 years struggling to develop relationships with Millennials even though this interest in causes existed. We therefore knew that the studies were necessary to help transform the thinking and approach of why a Millennial will get involved in a cause. Our approach was never to compare Millennials to the Baby Boomers or the Greatest Generation, which so many want to know at times. Rather, the goal was to talk in isolation about a generation that is ready and willing to get involved in causes and to help bridge the gap through research and understanding.

Because of the project and my role as the lead researcher, I am often asked to meet with organizations to discuss their interest in working ...