- The Washington Times - Tuesday, December 2, 2014

Giving Tuesday — the millennial generation’s answer to Black Friday and Cyber Monday — has again arrived, with the initiative urging people to donate time, goods or funds to charity.

Originating in 2012 and falling after Cyber Monday each year, the day is meant to kick off the giving season following the two major days of consumption.

“It amplifies local and national discourse around the need to give back,” said Jamie Gutfreund, chief marketing officer of Deep Focus, a marketing agency that studies youth culture.
 
Ms. Gutfreund says these values have been important to millennials.

“They seek meaning over money, yet their approach to philanthropy is often misunderstood,” she said.
 
A recent Cassandra Report found that 66 percent of millennials believe a person can create more change via social media instead of physically protesting, and would rather make a difference digitally with “clicks” than in person.
 
Ms. Gutfreund said the day is the perfect antidote to consumerism.

“It’s no longer ‘shop till you drop,’ but a generation of ‘millennial-milists’ who believe in collaboration over consumption,” she said

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