The research, conducted by the Legacy Foresight research team at Legacy Futures, highlights the opportunities and challenges charities will face as Gen X becomes the focus for engagement. The data provides organisations with insight as to what impact the current climate of uncertainty is having on legacy planning across population cohorts. This will help them take the right action now to engage these supporters with the powerful potential of legacy giving.
Read a summary of our latest research into the legacy generations from our recent Boomers and Beyond research project.
Many of the findings can be attributed to two main themes: economic uncertainty and diversity, such as ethnicity, family structure and faith.
The impact of consumer uncertainty
The analysis found that uncertainty around the economy was driving short-term thinking. Respondents from both generations felt in limbo and were putting off making important decisions, as they didn’t know what the future would hold or what their families might need. This also translated into will-making behaviours — with people delaying making a will, reporting that things seemed too uncertain at the moment to be make commitments for the future.
Gen X are feeling the squeeze more than their Boomer counterparts and are more pessimistic about economic prospects. With many having dependent children at home, Gen X are more likely to be thinking carefully about how they spend their money. Their main aim was to try to hold on to what they had and to save planning for the future for when things feel more certain.
Being child-free is a key driver of legacy giving across all generations. 14% of core Boomer females (now aged 65-75) are child free versus 18% of Gen X females. This will lead to an increase in child-free deaths from mid 2020s — an important consideration for charities whose supporters won’t all have automatic beneficiaries and may be seeking ways in which their legacy can live on.
There is also a different religious makeup among Gen X, with a lower percentage identifying as Christian (46% of Gen X versus 67% of core Boomers), and a higher percentage describing themselves as Muslim (6.1% Gen X versus 2.1% of core Boomers) or of no religion (37% Gen X vs 22% of Core Boomers).
Gen X are also considerably more ethnically diverse, with almost 1 in 5 Gen Xers belonging to a Black, Asian, mixed or other ethnic group according to the 2021 census data. This is an increase of 130% from the oldest Boomers, with just 1 in 12 core Boomers identifying as belonging to a non-white ethnic group.
The research shows why charities cannot take the same approach with all supporters, bearing in mind the vast differences in attitudes and behaviours. Understanding generational differences aids charities in formulating their communication messaging and content choices, leading to more positive outcomes for all. Ashley Rowthorn, CEO Legacy Futures