Millennials are UK’s unlikely community champions

Millennials have rekindled the community spirit, according to new research announced today by the Aviva Community Fund.

Milennials are pro-active when it comes to volunteering in their local communities, according to new research from Aviva.

Two thirds of Brits (68%)1 admit that community values have noticeably declined since their parent’s day, but it is the younger generation of Millennials who have rekindled the community spirit, according to new research announced today, by Aviva.

The study, which marks the opening of public voting for the Aviva Community Fund, discovered half of all respondents aged 16-29 (49%) have volunteered in their community at least once or twice, significantly more than people aged 30-44 (37%), 45-59 (36%), and over 60s (38%).


the percentage of 16-29 year olds who have volunteered in their community, according to research from Aviva1

Communities cannot thrive solely on the support of the public, however. 78% have no idea how to go about securing vital funding and 73% of respondents agree big businesses could do more to help.

While there is uncertainty of how to raise funds, 86% have experienced how small things can make a big difference – with attending local events (25%) and picking up litter (24%) shown to be the most frequent ways to show support.

The nationwide survey also identified what would most benefit communities. These include:

  1. More activities to bring the community together (35.8%)
  2. Counselling services (34.6%)
  3. Self-help groups (32.5%)
  4. Skills training (30.4%)
  5. Outdoor spaces (27.6%)
  6. A revamped village hall / community centre (27.4%)
  7. A community resource such a minibus (26.9%)
  8. Disabled facilities (26.0%)
  9. Training for volunteers (24.7%)
  10. A well-kept children’s park (24.2%)

The elderly are most in need of support with 56%, followed by individuals with disabilities (44%), people with mental health problems (43%) and the homeless (40%).

Millennials are often unfairly stereotyped as self-centred or lazy, so it is great that our research has officially shifted this paradigm. We could all learn a thing or two about community values from them.

It is a worry that people don’t know how to source funding for their community. With more pressure on businesses to help it is initiatives like the Aviva Community Fund which give a vital lifeline for communities across the UK.

Reggie Yates, Aviva Community Fund Ambassador

Tom Daniell, Marketing Director at Aviva says, “Community wellbeing is incredibly important to us at Aviva, so it’s great to see that this young generation is so proactive. We can see that, despite many misconceptions, many people in fact want to help, but also that people don’t know how. This is why we run the Aviva Community Fund – we want to offer people the opportunity to easily take action and help a group in their area.

“We’ve had over 3,000 groups enter this year, so there will be a cause close to everyone’s heart.”

The Aviva Community Fund voting period runs from 23rd October - 20th November, with winners announced on 24 January 2019. Now in its fourth year, the initiative has helped a variety of groups, totalling more than 2,000 to date.

To vote visit


1All figures, unless otherwise stated, are from Ginger Comms. Total sample size was 1,602 adults. Fieldwork was undertaken between 12th–16th October 2018.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 16+).

For more information please contact:

Mark Lewington
0203 128 8569

John Franklin
01603 680795

About Aviva Community Fund

The Aviva Community Fund is an initiative that lends a helping hand to local communities by offering support and funding for inspirational local causes. Projects could receive funding from up to £1,000 to £25,000. To vote, visit   

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