America in Midst of 'Compassion Boom'

NEW YORK, March 4 /PRNewswire/ -- "What America Cares About," a new PARADE poll reported in Sunday's issue, identifies a "compassion boom" of Americans who are working to improve our communities and the world.  

"Public service" has become more than a phrase or a school requirement in our country -- it's now a way of life.  98% of respondents say they have engaged in at least one activity to make a difference, and 91% have done so in the past 18 months. 78% think that the actions of one person can improve the world.

"This research really shows that Americans care deeply about making a difference," says the article's author, Michael Berland who, as president of the polling firm Penn Schoen and Berland, conducted the PARADE poll. "It also underscores what motivates Americans to act, what doesn't and what keeps them from doing even more.  It's one of the most uplifting polls I've done."

90% said they are working to teach their children the importance of activism in a variety of ways: leading by example (64%); talking to kids about important issues (51%); discussing their own charitable efforts (35%); taking them along when they volunteer (32%); urging them to follow role models who are working for positive changes (31%); and encouraging them to donate their own money to deserving causes (25%).

What motivates Americans to actually act upon their good intentions?   68% say personal experience. Of those respondents, 40% say it was a positive experience:" Someone did something good for me, and I want to give back." A family member or friend's request is another big catalyst (33%), as is learning about an issue from the news (28%).

Berland used data from the poll to identify three emerging groups of people:

"YEPPIES" (Young, Engaged Problem-Solvers): a group of committed younger people, about two-thirds women, whose nature is to be civically engaged, who actively look for ways to contribute and who engage in social activity in the real world and online.

Rapid Responders:  people whose civic engagement is very focused, personal and born of a specific problem (often a health or community issue) that has come to their attention directly, often through the experience of a family member or a friend.

The Mission-Minded: older than the other types, religion largely drives the civic engagement of this group.  They see supporting basic needs as a religious mission, and see their religious mission as supporting basic human needs.   

PARADE also asked Americans what they'd do if given $100,000 to donate to charity.  Providing basic food and shelter topped the list., followed by research to cure disease. Animal welfare came in at No. 4, ahead of education, human rights, literacy and more.

In an effort to support those who generate innovative ideas, Parade has partnered with the Pepsi Refresh Project, which will award more than $20 million in 2010 to move communities forward.  Individuals and groups can apply for grants to benefit a variety of projects. Pepsi will fund projects that make a difference in six categories: Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods and Education. To apply for a grant or to vote for a worthy idea, visit Parade.com/cares.

The PARADE poll was conducted by Penn Schoen and Berland with a national online panel of adults ages 18 and over. Surveys were completed by 1,008 respondents in an online questionnaire January, 23-27, 2010.  Margin of error is +/- 3.1%.  

Michael Berland is available for interview.

SOURCE PARADE Magazine

WANT YOUR COMPANY'S NEWS FEATURED ON PRNEWSWIRE.COM?

440k+
Newsrooms &
Influencers

9k+
Digital Media
Outlets

270k+
Journalists
Opted In

GET STARTED