As trillions in wealth transition from Baby Boomers to Gen X, Millennials, and Gen Z, the role of the advisor is rapidly evolving. Younger clients are not just asking how their money will grow—they are asking why it matters and who it will serve.
This next generation does not see wealth as the finish line. They see it as a platform for purpose. If you want to deepen relationships with heirs, attract younger clients, and retain assets through generational shifts, charitable planning is no longer optional—it is the missing link.
The Psychology of Giving: What Next-Gens Want
Research consistently shows that younger generations:
Place higher value on purpose over profit
Expect alignment between values and investments
Want to make a difference—now, not just later
They are not waiting until retirement to give back. They want to fund climate solutions, education access, mental health, and equity initiatives today. Philanthropy provides the emotional ROI they’re seeking: identity, connection, and a sense of control over positive change.
Charitable Planning as a Bridge Between Generations
Philanthropy is also one of the few tools that can unify families around shared purpose—especially during wealth transitions.
Legacy conversations become more engaging when they are about giving, not just inheritance.
Donor-Advised Funds provide a platform for younger voices to be heard, while respecting senior generations’ values.
Joint grantmaking invites parents and children to work together on what matters most to them, strengthening relationships and communication.
When wealth is framed through the lens of values and impact, it becomes a family story—not just a financial transaction.
Younger Clients Expect More Than Market Returns
The next generation expects their advisors to understand:
Impact investing and ESG strategies
Donor-Advised Funds and charitable giving tools
How to integrate values-based planning into traditional financial services
With the right education and tools, you can meet those expectations. Donor-Advised funds are a particularly powerful entry point:
Easy to set up
Flexible for grantmaking
Ideal for empowering financial stewardship and philanthropic strategy
When you combine planning, performance, and purpose—you create stickier, more meaningful advisor-client relationships.
🎯 Want to See This in Action?
Join our on-demand webinar with Orion, Asset-Map, and UI Charitable on Bridging Wealth and Purpose: Using Charitable Tools to Engage the Next Generation.
