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Youth Social Action in the UK - 2014

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Bobby Duffy, MD Ipsos MORI Social Research Institute
and Senior Visiting Fellow King’s College London. presented these slides on the 1st anniversary of the Step Up To Serve #iwill campaign. In November 2013, HRH The Prince of Wales and the UK's three party leaders launched Step Up To Serve and the #iwill campaign. The campaign’s collective goal is to double the number of 10-20 year olds taking part in meaningful social action (such as volunteering, fundraising or campaigning) by 2020. Over 80 organisations from across sectors are already working towards this goal.

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Youth Social Action in the UK - 2014

  1. 1. Youth social action in the UK - 2014 A face-to-face survey of 10-20 year olds November 2014 Bobby Duffy, MD Ipsos MORI Social Research Institute Senior Visiting Fellow King’s College London @BobbyIpsosMORI
  2. 2. 2 Young people get a bad press… 76% of press coverage of young people is negative 76% figure quoted at Leveson Inquiry
  3. 3. 3 Perils of Perception – in Britain we think… 16% of teenagers give birth each year 31% of young people are not in employment, education or training 50% of crime is committed by young people … US think 24% (actual 3%) … Italy thinks 51% (actual 20%) Actual = 3% Actual = 13% Actual = 12%* *Figures from British Crime Survey, as reported at Leveson Inquiry Not surprising people have the wrong idea…
  4. 4. 4 The reality on helping others: youngest adult group most likely to be active… Source: Community Life Survey 2013-14
  5. 5. 5 have participated in meaningful youth social action in the past 12 months have participated infrequently have not participated 24% of 10-20 year olds do social action every month 16% of 10-20 year olds every few months 40% 43% 17% Still room to improve: how do we increase frequency here…? And engage this group? 44% say likely to in next year… Base: 2,038 10-20 year olds in the UK Source: Ipsos MORI And many 10-20 year olds are already active…
  6. 6. 6 74%... Source: Community Life Survey 2013-14
  7. 7. 7 Higher levels of participation among: •Youngest age group (10-15) •More affluent families •Urban areas •Females •In formal education •Those with a religious affiliation 49% Base: 2,038 10-20 year olds in the UK; 223 in Northern Ireland; 216 in Scotland; 178 in Wales; 1,421 in England 39% 36% Source: Ipsos MORI 39% Activity does vary… …and by other factors
  8. 8. 8 What percentage of young people who had participated in social action said that BOTH they AND other people had benefitted? 64% 82% 78% 93% A B C D Source: Ipsos MORI Time to vote…
  9. 9. 9 Base: 1,154 UK 10-20 year olds participating in any social action in the past 12 months SOCIAL ACTION BENEFITTED ME PERSONALLY SOCIAL ACTION BENEFITTED OTHERS 95% 93% SOCIAL ACTION BENEFITTED OTHERS AND ME 96% Source: Ipsos MORI Double benefits…
  10. 10. 10 Time to vote… What was the top reason why young people participating in social action felt they had benefitted from taking part? C Helped a charity or cause they believed in B Enjoyed helping other people A Had fun Source: Ipsos MORI
  11. 11. 11 Benefits for themselves… 25% 28% 30% 34% 46% 71% I learnt new skills I felt I made a difference I felt better about myself I helped a charity/cause I believed in I had fun I enjoyed helping other people Base: 723 participants in meaningful social action who felt they had benefitted a lot/a fair amount from their activities Why participants felt they had benefitted Source: Ipsos MORI
  12. 12. 12 …and the benefits for others 23% 26% 39% 43% 50% Community/environment was improved Other people learnt new skills Others' lives improved Other people had fun Money was raised for a good cause Base: 707 participants in meaningful social action who felt others/ the environment had benefitted a lot/ a fair amount from their activities Why participants felt others benefitted Source: Ipsos MORI
  13. 13. 13 Overall, how satisfied are you with your life nowadays, where nought is ‘not at all satisfied’ and 10 is ‘completely satisfied’? 8.0 8.6 Non-participants Participants in meaningful social action Base: 884 10-20 year olds doing no social action in the past 12 months (except donating money/goods): / 818 10-20 year olds doing meaningful social action in the past 12 months May not seem a lot but… Adults with ‘fair’ rather than ‘good’ health = -0.53 Adults divorced compared married/civil partnership = -0.64 Source: Ipsos MORI Participants seem to be more satisfied with their lives…
  14. 14. 14 Systematically understand behaviour – COM-B helps… CAPABILITY MOTIVATION OPPORTUNITY BEHAVIOUR
  15. 15. 15 Publicise the opportunities that are available: non-participants often unaware of opportunities to take part Establish a culture of participation: most common reason for non-participation was ‘it had never occurred to me’; those who have done social action tend to participate in several forms Work through social networks: main thing that would encourage (more) social action is ‘if I could do it with family/ friends’ Make sure opportunities are accessible and convenient: Close to home and/or through school Highlight the benefits of social action: under half of participants perceived that others benefitted ‘a lot’ Opportunity Motivation Source: Ipsos MORI Five key points from the research…
  16. 16. bobby.duffy@ipsos.com @BobbyIpsosMORI

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