World Social Marketing Conference 2025

This session presents research exploring the barriers to blood donation by Gen Z non-donors in Australia. The findings from 30 in-depth interviews identify three distinct segments within this cohort based on intrinsic and extrinsic barriers, and demonstrate the interplay between generational identity and donor behaviour. Implications will be discussed in relation to blood service organisations as well as for social marketers more broadly who are seeking to engage the Gen Z cohort in pro-social behaviour or behaviour change.