The Gen Z Philanthropists

Lurdes de Sousa*

The 1985 Live Aid concert, organized by Bob Geldof, was the steppingstone for celebrity engagement in Climate Show-biz, with an estimated 1.5 billion television viewers. The concert raised millions of dollars for famine relief in Ethiopia wrought by a year of drought, the first ever instance of climate philanthropy in showbiz. That year, Quincy Jones’ “We are the world” anthem by USA for Africa, shaped a whole generation of millennials (born between 1981-1996 and known for their social consciousness) and inspired them to change the world for the better. As one of the most educated generations, millennials were intrinsically influenced by the new celebrity philanthropists. Yet, advocacy is difficult to shape and effective outcomes take generations.

Where are we now with the Gen Z generation (born 1997 to early 2010s), who are now entering young adulthood? Often characterized as highly socially and politically aware, more progressive and liberal than previous generations, Gen Zs care about issues such as climate change, racial and gender equality and LGBTQ+ rights.

As a mother of two Gen Zs, I took my children to a Coldplay concert (or, rather, they took me) during the band’s Asia tour. I could not figure out what attracted my Gen Zs to Coldplay so much, aside from the great music, which I also loved. There we were, seated in a stadium packed with 60,000 attendees with our recycled wristbands, which illuminated the crowd for the duration of the entire concert. Before the band took the stage, a video showcased the environmental initiatives our tickets supported, including reforestation, ocean cleanup, carbon capture, solar power, green and clean technology, wildlife conservation, support for environmental organizations, and more. It was a powerful lesson in sustainability and inclusivity.

This was reinforced by a statement from the band on its website: “You have helped charge the show batteries on the power bikes and kinetic dance floors; brought refillable water bottles; returned the LED wristbands after the show. And, just by doing this, you have had a tree planted and helped a range of environment organizations like the Ocean Cleanup and ClientEarth.”

The numbers on the website speak volumes: a 47% reduction in direct CO2e emission compared to the previous show tour; 5 million trees planted across 17 countries and 21 planting projects; 1 solar-powered interceptor deployed via the Ocean Cleanup with 158 tonnes of waste and 13 tonnes of ocean-bound plastic removed since the start of the tour; an 86% average return rate of reusable, plant-based wristbands (with Japan boasting an impressive record of 97%); 15kWh of power generated on average per show via in-venue solar installations, kinetic dance floors and power bikes – which is enough to power the C-stage performance each night and provide the crew with phone, laptop and tool-charging stations; 95% of shows with free refill stations for fans; 553 tCO2e saved by purchasing sustainable Aviation Fuel (SAF) for flights and more. 

That’s how far we have come in terms of empowerment and responsibility from the 1985 Live Aid concert. 

We enjoyed the show. When the band left and the stadium waited for the encore, the sound of 1967 Louis Armstrong introductory notes of “What a Wonderful World” played:

Yes, I think to myself

What a wonderful world

Oh yeah!

It really touched my heart. Because it was not just a throwback to the 80s Live Aid concert, it took me further back to the 60s – my parents’ generation, the Baby Boomers (1946-1964). Or perhaps even further back if we look to ancient Haudenosaunee philosophy.

Me, mother of two Gen Zs. Me, a member of the generation that is likely most responsible for polluting the planet because we were never consciously educated to think that, when we came back from the supermarket with our plastic bag, this would come with a dramatic price to pay for our children. 

If there is climate politics, climate diplomacy, climate activism, and climate business, there is also climate show-biz, which Coldplay epitomizes with their talent and messaging. Generational theory suggests that the era in which a person was born affects the development of their worldview and value systems, which are shaped by the events of their lives. 

Gen Z are the most positively empowered generation and inclined towards the art of giving, as trust-based philanthropy is gaining popularity among a generation of high-net-worth donors. They are the philanthropists of tomorrow with their skills, engagement in multiple causes such as climate change, sustainability, inclusivity. What a wonderful world this will be.  

*President, Associação Internacional
de Filantropia (Macau) 

國際꺽愛協會 (걜門)

president@artofgiving.org.mo 

Macau Daily Times is the official media partner of the Associação Internacional de Filantropia (Macau).