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But here’s the thing: ÌýIt isn’t the ask that needs to go away, it’s the way you are positioning the question that needs to change.

°¿³Ü°ùÌýÌýstudies repeatedly demonstrate that today’s young adults place high importance on corporate responsibility, with over half reporting in the most recent study that they would consider leaving an employer whose values no long matched their own. YetÌýÌýsaw participation in workplace giving dropping from an average of 41% of employees in 2006 to 33% in 2012. The desire to give back and make a difference is there, so why the decline in participation? Corporate community strategy has to evolve from a check the box activity to an invitation to contribute to the community in a personally fulfilling way−only then can you achieve a sustainable giving culture.

We celebrate diversity at PwC and recognize that 39,000 different people may care about 39,000 different charitable organizations. They also give back in different ways – when, where, and how it meets their own needs. In our recentÌý, over 50% of CEOs cited changing consumer behaviors as a concern for 2014. If you think donors and volunteers aren’t consumers, you don’t know your audience.

On both individual and institutional scales…

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Also Watch:

Heather Lofkin Wright: How Companies Can Empower the Millennial Generation at WorkÌý​