A trio of US-based marketers, researchers and advertisers conducting a study into the volunteering habits of young adults have found that far from being “slacavist”, the new generations would readily become activists if only they felt their charitable efforts were actually making a difference. People born between 1982 and 1992 are cynical of corporations but have an optimistic outlook on the world and care about social causes as long as these don’t take up too much of their time and are easy to become involved in. www.guidestar.org
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