Three out of every four young persons would like to get involved in third-sector undertakings, but want to be more confident and involved in NGOs, says Esade & PwC Foundation report

Young people in Spain are well aware of major social and environmental issues but are not very connected to NGOs, according to the report Jóvenes y ONG: Los retos de la colaboración entre las ONG y la juventud (Young people and NGOs: the challenges of NGO collaboration with young people) by the Esade Institute of Social Innovation and the PwC Foundation, presented as part of the 17th Esade-PwC Social Leadership Program.

The report, based on interviews with third-sector professionals and a survey of Spanish youth aged 16 to 35 years old, shows that three out of every four young people (75%) would like to get involved in collective projects, rising to 90% when those who already collaborate with the third sector are included. Actual participation is, however, still low: only 41% have collaborated directly with NGOs directly through donations, or volunteering or youth movements, whilst another 41% say they have never been involved in social or environmental causes.

As Ignasi Carreras, director of the Esade-PwC Social Leadership Program, explained during the presentation of the report in Madrid, “Young people have solid values and a hugely transformative potential, so NGOs must rethink how they relate to them and open real spaces for co-creation and participation. The new generations want to be active participants in change, not just spectators, and third-sector organizations must learn to listen, innovate and work together with them.” “NGO collaboration with young people is an opportunity to renew social leadership, incorporate new digital skills and bolster confidence in the sector,” emphasized Ignasi Carreras. “What’s at stake is not merely the current state of NGOs, but their ability to inspire a generation that wants to change society,” he said.

Ana Peláez, president of the PwC Foundation, declared that “the findings of this study are both a challenge and a historic opportunity for the third sector. As the survey shows, the new generations are committed to social issues, but they want NGOs to be more transparent and their impact to be measurable, and that there be more places for real participation. If we manage to respond to these demands, we’ll be able to build a more robust sector linked to the needs of tomorrow.” “Young people don’t just want to be involved, they can also contribute digital skills, the ability to innovate and a fresh, renewed outlook that is crucial for our NGOs,” she underlined.

Marta Colomina, General Director of the PwC Foundation, emphasized that “the economic, geopolitical, and social environment has evolved significantly in recent years, and the new generations engage with change—and particularly with social challenges—in a different way. In the third sector, we need to rethink how we work with them. Only by considering young people will we be able to build sustainable solutions over time”.
 

Young people have values, but face obstacles to involvement

According to the report, young Spanish people are highly committed to social and environmental issues, despite not being very involved. More than half (55%) think their work and studies must be in keeping with their values, but two out of three admit that they do not have the necessary time or resources to be actively involved.

The most common forms of involvement are giving-back ventures in their immediate surroundings (27%) and occasional volunteering (22%). Less than half (47%) put social justice or environmental concerns at the core of their consumer decisions, mobility or lifestyle habits, revealing a gap between intentions and action.

The issues of greatest concern to young people are physical and mental health (62%), access to housing (61%), and employment (55%), far more than the issues usually regarded as central to the third sector, such as international cooperation or helping vulnerable groups. However, this mismatch calls for NGOs to close the gap between their mission and the immediate concerns of new generations without losing their identity: a challenge but also an opportunity.
 

An ambivalent relationship with NGOs

The confidence that young people have in NGOs averages 5.4/10, with a sharp difference between those in contact with the sector (6.6) and those who are not (4.9). Furthermore, 10% say they have no confidence whatsoever in NGOs.

The values most associated with NGOs are solidarity and commitment (65%), followed by participation and collaboration (47%). However, concepts such as innovation (10%) and empowerment (4%) are barely mentioned, an indication that the third sector needs to update its narrative and start speaking the language of the new generations. Young people see transparency in the use of funds (78%) and the measurable impact of results (52%) as very important: two key factors for bolstering trust.

What young people want from NGOs

The three main obstacles to involvement are lack of information, trust and time. To remedy this, young people demand a greater presence and dialogue in social media (82%), more active participation in places and events for young people (48%), and more community and neighborhood activities (39%) to enable them to get involved directly and personally.

They also emphasize their ability to add value by creating content and online campaigns (65%), using technology and communication skills (56%), and innovating projects and methodologies (53%).

The sector’s viewpoint: aware, but lagging behind

From the standpoint of NGOs themselves, the challenge is patent. Although 95% of NGOs address youth-related issues, only 46% say this is a key priority. The most common strategies to attract young people are social media campaigns (47%) and more flexible volunteering (37%), although less than half have collaborated with youth movements or self-managed spaces, which could be essential for building bridges.

One key issue is participation in decision-making: 73% of NGOs admit that youth are barely represented in their management teams, and 76%, in their governing bodies.

Towards a more inclusive, innovative third sector

The report concludes that young people have the interest, capability and desire to contribute, but are distanced by the way NGOs relate to them. The common challenge is to build a more inclusive, innovative, forward-looking third sector.

In order to achieve this, the suggestion is to admit young people to leadership and decision-making bodies, encourage more frequent volunteering, and acknowledge their role as agents of change inside organizations. Some NGOs are already moving in this direction by establishing youth advisory councils, adopting participatory governance models, and launching youth leadership programs with a view to bolstering the sector’s long-term legitimacy and sustainability.