Numerous concerned parents in the US have reacted to the events at Marjory Stoneman Douglas High School in Florida by equipping their kids with high-end bulletproof backpacks. With school shootings tragically commonplace in the country, parents are taking security into their own hands.

In February 2018, America saw its third-worst school shooting in history at Marjory Stoneman Douglas High School in Florida. In the wake of the tragedy, the teenage survivors have sought to mobilize the country both online and off, demonstrating Gen Z’s desire to engage with the big issues.

From donating money at the click of a button to buying into a brand because it supports a shared personal cause, the way people interact with charities is changing. What societal shifts are driving this? And what do companies and charities need to do to stay connected and current?

Gucci has donated $500,000 to a gun control campaign in the US – a political statement in an industry normally shy to speaking out. In doing so, Gucci is revealing its true beliefs as a brand, affirming these values to Gen Yers and Zers who expect them to put their money where their mouths are.