Altruism in Children: Consumer Behavior and Responsible Business Practices

Noting the growing interest in youth service among older youths and the desire of organizations to understand the consumer behavior and attitudes of young children and adults, Just Kid Inc.'s research division recently completed a series of studies. The study began with an environmental scan of programs that give children an opportunity to serve in order to get an idea of the landscape and characteristics of programs available. In addition, they conducted focus groups with service and non-service children to generate survey questions and interpret survey findings, a national online survey of 600 mothers of 6-14 year olds, and nationally representative online surveys of 2,000 6-14 year olds and their caregivers, resulting in the major findings summarized here.