Affluent Women Drive a New Era of Community-First Giving, HSBC Finds
Philanthropy Shifts Toward Tangible, Personal Impact
Affluent women in the United States are moving away from the prestige-focused giving of the past. HSBC's new report, The Giving Shift: Global Living, Local Giving, released in partnership with Know Your Value and based on an Ipsos survey of 1,060 U.S. women with $100,000 or more in investable assets, finds that today's female philanthropists are increasingly channeling wealth toward immediate, personal causes—prioritizing community, family, and clear, local results.
This new model of giving stands in contrast to the 'gala and nameplate' philanthropy that once defined affluent generosity. Instead, modern female donors are choosing to support family members (41%), human services such as food security and disaster relief (36%), and health or medical causes (30%). Younger generations, notably Gen Z and Millennials, are leading this evolution and are more inclined than older cohorts to back education, civil rights, and community infrastructure.
Confidence Grows with Purpose-Driven Wealth Management
Another key takeaway from HSBC's report: confidence is on the rise among affluent women—especially younger women and women of color. Contrary to conventional assumptions, the research shows these groups are not just charting a new course in charitable priorities, but also demonstrating greater assurance in reaching long-term financial goals.
Importantly, the inclination to give grows with greater affluence. Roughly a quarter of women with $100,000 to $500,000 in investable assets see philanthropy as extremely important, compared to a third of those holding $1,000,000 or more. Yet across wealth bands, the dominant theme is personal, purposeful giving rooted in direct, community-based needs.
| Top Philanthropic Priorities | % of Women Citing as Priority |
|---|---|
| Supporting Family Members | 41% |
| Human Services (e.g., Food Insecurity, Disaster Relief) | 36% |
| Health/Medical Causes | 30% |
| Education, Civil Rights, Community Aid* | Higher among Gen Z/Millennials (specific % not disclosed) |
*Younger generations more likely to prioritize these areas.
HSBC and Partners Advocate for Value-Aligned Financial Strategies
According to Racquel Oden, HSBC U.S. Head of International Wealth and Private Banking, "Women are no longer measuring wealth by size alone but rather defining it by purpose, impact, and control." This shift is not only transforming charitable behavior but also how wealth advisors engage with female clients. The report urges financial institutions to tailor wealth management services—placing greater emphasis on values, independence, and strategies that bridge financial security with philanthropic intention.
Mika Brzezinski, founder of Know Your Value, further underscores the trend: "Giving is no longer about galas and nameplates but rather funding scholarships, supporting entrepreneurs, and sustaining local causes. When women lead in philanthropy, they lead with authenticity."
Key Insights from HSBC's Survey on Women, Wealth, and Giving
- Surveyed women overwhelmingly view philanthropy as vital, with 60% calling it extremely or very important.
- Giving grows with affluence, but younger women show more financial confidence and a stronger connection to their philanthropic goals.
- The data signals a generational transformation: Gen Z and Millennials are setting new standards for authentic, locally-driven giving.
- Advisors and institutions face an opportunity—and an imperative—to respond with more personalized, values-oriented strategies.
Looking Ahead: Why This Shift Matters
HSBC's report suggests this wave of purposeful, localized giving could have ripple effects on both philanthropic impact and wealth management practices. As women redefine what prosperity means to them and their communities, advisors, nonprofits, and even policymakers may need to adjust expectations and offerings to meet a generation seeking meaning over prestige.
For the full report and further details, visit hsbc.com/wealth.
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