Internal company efforts now shape perceptions of corporate generosity, especially among younger workers

For years, corporate generosity was often equated primarily with a company's community outreach efforts. However, fresh insights from the 2025 Generosity by the Generations Report reveal a substantial shift in how generosity is perceived across today’s workforce. While community impact remains relevant, it no longer stands as the foremost driver of employee loyalty. Instead, 83% of employees now view generosity mostly through the lens of internal company efforts, those centred on employee care, cultivating a positive company culture, and operational practices. Only 17% consider community outreach the principal marker of business generosity.

This evolving perspective does not diminish the importance of community engagement; rather, it suggests that such efforts resonate more powerfully within particular demographic groups, especially Millennials. This generation remains the most engaged by employer-led community initiatives, consistently rating a variety of outreach programmes as highly important. Paid time off (PTO) to volunteer emerges across all age groups as a preferred way for companies to show generosity to the community. Among generational nuances, Baby Boomers tend to favour donations of products or services as expressions of corporate goodwill, whereas Gen Z employees distinctly prioritise public stances on social issues, making them twice as likely as other generations to do so.

This generational divergence in values is pivotal for associations, confederations, and trade bodies seeking to advise or collaborate with organisations on community and employee engagement strategies. The data suggests that thoughtfully designed and visible community outreach, tailored to engage Millennials, can substantially enhance the perceived generosity of a company and bolster employee loyalty.

Beyond generational perceptions, leading corporations offer practical illustrations of these trends in action. For instance, Gen Digital’s 2025 report showcases a robust culture of giving within the company; more than two-thirds of its global workforce actively participated in the Giving@Gen programme over a recent year, logging over 8,300 volunteer hours and donating nearly $153,000 across more than 1,700 nonprofits. Their community involvement spans a wide array of initiatives, including literacy drives and cyber safety education for children, confirming the rising impact of employee-driven corporate social responsibility.

Complementary research from Barna Group highlights a similarly strong commitment among Millennials and Gen Z, with more than half of Gen Z adults volunteering within recent months. Regular engagement with nonprofits is also becoming a norm for younger generations, signalling a shift towards hands-on and sustained giving rather than occasional donations. This cultural transformation aligns with findings that younger employees expect companies not only to support communities but also to adopt transparent and values-driven practices.

Economic and wellbeing factors also intertwine with generosity perceptions. The 2025 iHire report underlines the critical importance of employee benefits such as health insurance and generous PTO across all generations, with younger workers placing heightened emphasis on mental health support. Such internal investments are increasingly viewed as fundamental expressions of business generosity, reinforcing the 83% internal focus revealed by the Generosity by the Generations Report.

Moreover, the generational divide in generosity expectations intersects closely with workforce retention and recruitment dynamics. Millennials and Gen Z are significantly more likely to be actively seeking new job opportunities. According to the report, a lack of perceived generosity is a key factor prompting 43% of Gen Z employees to leave their jobs, a rate substantially higher than older generations. This underscores the necessity for employers to strategically integrate meaningful community outreach with robust internal support systems if they wish to retain younger talent.

In sum, the contemporary landscape of corporate generosity is multifaceted, with internal employee care and culture taking precedence for the majority of workers, while targeted community engagement retains critical importance among Millennials and Gen Z. For associations and trade bodies advising member organisations, the challenge lies in crafting balanced and inclusive generosity initiatives that simultaneously nurture company culture and authentically engage communities, particularly leveraging programmes that appeal to younger generations eager to align their values with their workplace.