Supporting good causes makes firms particularly appealing to Generation Z, a survey has found.

The survey by found that 56% of those under 30 years old “say that they will support companies that actively contribute to charities and social causes”, according to Tony Lewis, the chief executive of market research firm Vision One that carried out the survey of 3,000 Brits.

He said: “Younger audiences in particular are looking for organisations that demonstrate aligned values.”

Offering time is appealing to young people, who are more likely to support good causes through voluntary work than older generations.

Vision One also looked at the good causes that are most appealing to generations.

It found that “younger generations show greater interest in mental health, environmental and global issues”.

Mental health charities with the most ‘momentum’ in terms of the public’s measure of a good causes brand growth, relevance and future trajectory include CALM, Young Minds and Samaritans, Vision One found.

In contrast “older audiences are more likely to support healthcare and animal welfare causes”.

The top-rated charity in terms of brand awareness is Cancer Research, followed by MacMillan and the British Heart Foundation. Others in the top ten include the RSPCA and Dogs Trust.

Research published last year by Charities Aid Foundation found firms risk losing Generation Z workers through corporate apathy to supporting good causes.

This found that three in five in Generation Z say that working for a company that supports charities increases their loyalty to their employer and pride in working there.

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