Many NGOs struggle to bring their messages and causes closer to young people, as shown by the lower level of trust that new generations place in NGOs compared to older groups. However, there are many youth-led initiatives that demonstrate a strong commitment to a fairer and more sustainable future, and even lead proposals to address some of society’s major challenges. Therefore, the issue is not that young people are disengaged or uninterested in social or environmental causes, but that they do not always channel their involvement through third-sector organizations.

NGOs need to understand these generations, who think and act differently. The sector must adapt to meet their needs and their high expectations regarding authenticity, transparency, and tangible impact, as well as their level of participation. Are they being given opportunities to take part in decision-making? Or should the sector do more to support youth-led initiatives?

We will hardly be able to tackle major social challenges and drive social transformation without involving the generations that represent the future of our societies.

This publication analyses the characteristics and interests of new generations and explores the relationship between NGOs and young people, while offering practical recommendations to help organizations adapt and optimize their approaches.

PUBLICATION, EXECUTIVE SUMMARY AND SURVEY RESULTS (Publication in Spanish) 

Publication created within the framework of the Esade-PwC Social Leadership Program, with the support and collaboration of the PwC Foundation.

DOI: 10.56269/202511MCT