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Walden News // Dec 10, 2013
New Walden University Study Reveals Six
Distinct Types of Social Change Agents
Around the World
Profiles illustrate diversity in engagement levels, motivating factors and issues of importance
Minneapolis—December 10, 2013—Positive social change occurs when individuals strongly
believe they have the power to make a difference—and they take action. On average, 92% of
adults say they have done something to engage in positive social change at some point in their
lives. But who are these people creating and contributing to positive social change? As
revealed in Walden University’s 2013 Social Change Impact Report, released today, there are
six distinct types of social change agents around the world: Ultracommitted Change-Makers,
Faith-Inspired Givers, Socially Conscious Consumers, Purposeful Participants, Casual
Contributors and Social Change Spectators. Each type of social change agent is unique in
terms of engagement levels, motivating factors and issues of importance.
Commissioned by Walden University and conducted online by Harris Interactive in April–May
2013, the third annual survey includes perspectives of more than 9,000 adults in Brazil,
Canada, China, Germany, India, Jordan, Mexico and the United States. A continuation of the
2011 and 2012 social change impact reports about the state of social change around the
world, the 2013 study was designed to discover more about people who are involved in
positive social change, ultimately putting a face on social change agents. The public is invited
to discover what kind of social change agent they are by taking a quiz at
wwwWaldenU edu/impactreport
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www.WaldenU.edu/impactreport.
“Everyone has the power to make a difference, whether big or small or local or global. Our
study has now identified the different kinds of individuals who are doing important work
around the world,” says Dr. Cynthia Baum, president of Walden University. “By segmenting
these groups in the 2013 survey, we find new insights to understanding the ways in which
social change agents are alike and different.”
Ultracommitted Change-Makers
True to the name, Ultracommitted Change-Makers have been known to dedicate their lives to
leading positive social change. They may be interested in many different causes, believe
strongly in their ability to make a real difference in their communities and feel happy as a result
of their involvement. Plugged into technology, these Change-Makers often can be found
initiating conversations about social change to others online and feel social change should be
taught at a young age. When growing up, many in this profile probably had parents who were
active in social change. As adults, many members of this segment now engage in a social
change activity at least once a month. Compared with social change agents overall:
Faith-Inspired Givers
Religion is a driving force behind Faith-Inspired Givers* who cite their faith, not work or school,
as a major influence in their commitment to social change. Many sharing this profile tend to be
older than other social change agents and tend to be less likely to connect online. Like many
others, Faith-Inspired Givers’ parents participated in social change when they were growing
up, and now they want to set an example for their own children. They may feel blessed in their
lives and want to give back to their community, attend a religious service regularly and feel a
moral obligation to participate in social change. Compared with social change agents overall:
Most say it is very important to them personally to be involved in positive social change
(71%, on average, of Ultracommitted Change-Makers vs. 39%, on average, of social change
agents overall).
Nearly half do something to engage in positive social change at least once a month (46%, on
average vs. 30%, on average).
Most say they engage in positive social change because it is a lifelong commitment (74%, on
average, say this describes them completely or very well vs. 45%, on average).
They want to make a difference in people’s lives because others have made a difference in
theirs (92%, on average vs. 74%, on average).
Three-quarters say they engage in positive social change because it is part of their faith or
religious beliefs (75%, on average, of Faith-Inspired Givers say this describes them
completely or very well vs. 39%, on average, of social change agents overall).
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Socially Conscious Consumers
Supporting others who support social change, Socially Conscious Consumers
† often seek out
products and services from companies they perceive as behaving responsibly toward the
people and the environment in the communities where they operate. These social change
agents tend to be influenced by a sense of social justice and drawn to the environment or
“green” issues. You can often find this group connecting online, educating others about causes
both local and global. For many, social change can be a lifelong commitment. Compared with
social change agents overall:
Purposeful Participants
While other social change agents may be motivated by personal beliefs, Purposeful
Participants tend to engage in social change primarily to help them succeed at school or work.
Perhaps more pragmatic in nature, many place less importance on being personally involved in
social change and are less likely to donate money or services. Among social change agents,
Purposeful Participants tend to report the highest levels of personal sacrifice or risk in pursuing
social change. Compared with social change agents overall:
completely or very well vs. 39%, on average, of social change agents overall).
Nine in 10 attend a religious service at least once a month (92%, on average vs. 35%, on
average).
Faith-Inspired Givers are less motivated by websites (23%, on average vs. 47%, on average).
Nine in 10 report that when purchasing a product or service, they make an effort to choose a
company that behaves responsibly toward the people and environment in the communities
where it operates (91%, on average, of Socially Conscious Consumers vs. 82%, on average,
of social change agents overall).
Eight in 10 say that social justice (e.g., anti-discrimination, tolerance, civil rights, etc.) is
among the social change topics that are most important to them (81%, on average vs. 71%
on average).
Three-quarters say that the environment and “green” issues (e.g., global warming, climate
change, pollution, etc.) are among the social change topics that are most important to them
(76%, on average vs. 60%, on average).
Six in 10 say it was important for applying to enter a college or university (58%, on average,
of Purposeful Participants vs. 29%, on average, of social change agents overall), it was to
fulfill a requirement for a class, school or education program (63%, on average vs. 33%, on
average) or their employer or job encouraged it (60%, on average vs. 37%, on average).
Two-thirds say it was important for their resume or applying for a job (65%, on average vs.
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Casual Contributors
For Casual Contributors, local community issues are most likely to drive their social change
activities. While they see social change as important, this group probably is not likely to make it
a lifelong commitment or typically act on it. Many are older adults without children and often
are not influenced by work or religious beliefs. Compared with social change agents overall:
Social Change Spectators
While Social Change Spectators
‡ have engaged in social change at some point, they may not
be active participants. In general, they do not see their actions as impacting positive change in
their community and had little experience with participating in social change in their youth.
Typically Social Change Spectators do not believe it is important to be personally involved in
social change—whether in person or online. Compared with social change agents overall:
31%, on average).
More than half have had relationships with friends or family suffer because of their beliefs
about positive social change (52%, on average vs. 31%, on average).
More than half have given up spending more time with their family in order to be involved in
positive social change (56%, on average vs. 37%, on average).
About one-quarter say it is very important to them personally to be involved in positive social
change (27%, on average, of Casual Contributors vs. 39%, on average, of social change
agents overall).
About one-quarter do something to engage in positive social change at least once a month
(24%, on average vs. 30%, on average).
Casual Contributors are less likely to have participated in positive social change because
they were motivated by something that they learned about on a website other than a social
networking site (27%, on average vs. 47%, on average) and because it was important for
their resume or applying for a job (9%, on average vs. 31%, on average).
Hardly any say it is very important to them personally to be involved in positive social change
(4%, on average, of Social Change Spectators vs. 39%, on average, of social change agents
overall).
About one in 10 do something to engage in positive social change at least once a month
(9%, on average vs. 30%, on average).
Very few say they engage in positive social change because it is a lifelong commitment (6%,
on average, say this describes them completely or very well vs. 45%, on average).
Social Change Spectators are less likely than other social change agents overall to have
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Furthermore, in each country a segment of the population says it never engages in positive
social change.
In addition to establishing these profiles, the 2013 survey also found that participation in social
change has maintained its importance, is widespread and is moving forward as a result of
people working together to address the issues most important to them. What’s more, findings
reveal that education continues to play a vital role in providing opportunities for social change
engagement, which, if modeled to children and started at a young age, may lead to more
involvement in adulthood.
For more detailed findings from Walden’s Social Change Impact Report, visit
www.WaldenU.edu/impactreport.
About the Study
Walden University first commissioned this annual survey in 2011 to discover the current state
of social change around the world. Designed to provide a barometer of who is engaged in
social change, what is important to them and how they work together to advance social
change issues of interest now and in the future, Walden’s Social Change Impact Report
includes attitudes, behaviors and motivations from members of the international community.
The 2013 Social Change Impact Report was conducted online by Harris Interactive on behalf of
Walden University between April 9 and May 8, 2013, among a total 9,097 adults within Brazil
(1,010 adults ages 18–59), Canada (1,010 adults ages 18 and older), China (1,010 adults ages
18–60), Germany (1,013 adults ages 16 and older), India (1,008 adults ages 18–64), Jordan
(1,005 adults ages 18 and older), Mexico (1,021 adults ages 18–64), and the U.S. (2,020 adults
ages 18 and older). Data for each country were weighted to the general or online population
within each country. The “Average Result” is the arithmetic average across the countries. This
measure does not account for differences in population size and thus is not representative. This
online survey is not based on a probability sample and therefore no estimate of theoretical
sampling error can be calculated. A complete survey methodology is available upon request by
contacting Jen Raider at 1-443-627-7452 or jen.raider@waldenu.edu.
About Walden University
For more than 40 years, Walden University has supported working professionals in achieving
their academic goals and making a greater impact in their professions and their communities.
Today, more than 50,000 students from all 50 states and more than 145 countries are pursuing
their bachelor’s master’s or doctoral degrees online at Walden The university provides
Social Change Spectators are less likely than other social change agents overall to have
participated in positive social change activities or volunteered when they were in high school
(46%, on average vs. 74%, on average).
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their bachelor s, master s or doctoral degrees online at Walden. The university provides
students with an engaging educational experience that connects them with expert faculty and
peers around the world. Walden is the flagship online university in the Laureate International
Universities network—a global network of 75 campus-based and online universities in 30
countries.
Walden offers more than 75 degree programs with more than 385 specializations and
concentrations. Areas of study include health sciences, counseling, human services,
management, psychology, education, public health, nursing, public administration and
information technology. For more information, visit www.WaldenU.edu. Walden University is
accredited by The Higher Learning Commission and a member of the North Central
Association, www.hlcommission.org.
About Harris Interactive
Harris Interactive is one of the world’s leading custom market research firms, leveraging
research, technology, and business acumen to transform relevant insight into actionable
foresight. Known widely for the Harris Poll and for pioneering innovative research
methodologies, Harris offers expertise in a wide range of industries including healthcare,
technology, public affairs, energy, telecommunications, financial services, insurance, media,
retail, restaurant, and consumer package goods. Serving clients in over 215 countries and
territories through our North American, and European offices and a network of independent
market research firms, Harris specializes in delivering research solutions that help us—and our
clients—stay ahead of what’s next. For more information, please visit
www.harrisinteractive.com.
* In China and Germany, the Faith-Inspired Giver segment was too small in the survey (<50 respondents) to allow an
examination of its characteristics and thus these countries are excluded from the analysis of this segment.
†In India and Jordan, the Socially Conscious Consumer segment was too small in the survey (<50 respondents) to allow
an examination of its characteristics and thus these countries are excluded from the analysis of this segment.
‡In Brazil, India and Mexico, the Social Change Spectator segment was too small in the survey (<50 respondents) to
allow an examination of its characteristics and thus these countries are excluded from the analysis of this segment.
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