HSBC Research Shows a Transformative Shift in Giving Trends Among Affluent Women

(NEW YORK, NY) – A new HSBC report launched in collaboration with Know Your Value called The Giving Shift: Global Living, Local Giving, shows a powerful transformation in how women across the U.S. are building wealth and giving back. Moving away from performative, prestige-driven philanthropy, this new generation of women is ushering in a personal, grounded approach to giving—one rooted in community, family, and tangible impact.

The research was launched in collaboration with the women’s empowerment community Know Your Value during an exclusive gathering of clients and invited guests at HSBC’s U.S. headquarters in New York City. HSBC U.S. Head of international Wealth and Private Banking Racquel Oden led a lively and impactful discussion with Know Your Value Founder and MS NOW’s Morning Joe Co-Host Mika Brzezinski. Best-selling author and Know Your Value Vice Chair Huma Abedin also attended the event.

The conversation unpacked women’s ability to lean in, lend support and empower one another. These trends are the central focus of HSBC’s The Giving Shift.

The data, derived from a poll of 1,000 affluent women with $100,000 in assets or more, shows that 60 percent of respondents expressed a belief that giving is extremely or very important.

Oden urged attendees to keep planning for the future.

“Confidence comes with preparation,” she said. “Work with an advisor to map out your goals and define the steps to get there. When women see a clear path – whether it’s for independence, education funding, or philanthropy – their confidence follows.”

“Women are turning giving inward – to their families and communities – instead of chasing prestige,” explained Brzezinski. “It proves that women give with their hearts and their heads, where impact is real and personal.”

HSBC’s research findings showed that he nature of giving is becoming more personal and grounded in immediate human needs close to home. Top areas of giving included family members (41%), human services, such as food insecurity and disaster relief (36%), and health/medical causes (30%). Gen Z and Millennials placed a higher importance on giving than older generations. Younger generations were more likely to support education, civil rights, mutual aid, and public spaces within their communities.

Most striking was the shift in financial confidence. Contrary to traditional expectations, younger women reported higher confidence in reaching their 10-year financial goals than older generations, with affluent Black and Latina women showing the highest levels of confidence overall.

“They’re rewriting the rules,” Brzezinski declared. “Giving is no longer about galas or nameplates – it’s about funding scholarships, supporting entrepreneurs, and sustaining local causes. When women lead in philanthropy, they lead with authenticity – and that changes everything.”

The evening also included commentary from Girl Scouts of Greater New York CEO Karen Lundgard and Apollo Theater CEO Michelle Ebanks, who spoke about how their organizations are leveraging donor dollars for the greatest impact.

“We want to make sure they’re in the driver seat in everything they’re doing and that they can go out and make changes,” Lundgard said to the audience.

HSBC is a direct sponsor of the Girl Scouts of Greater New York's Troop 6000, which has created a sisterhood geared towards supporting members living in temporary housing, shelters or in other challenging circumstances.

Michelle Ebanks detailed how she leads the legendary Apollo Theater with the goal of continually making arts and culture available for all.

“We understand the impact of this cultural institution,” she said. “Our strategy is to not rest on what has been created but to commit ourselves to relevance today because the work is not done. Giving is an investment in your community. Your leadership is crucial in our community more than ever.”

Opened in 1934, the Apollo Theater is known as “an institution where stars are born and legends are made.” Historic figures who have taken the stage at the Apollo include Ella Fitzgerald, Billie Holiday, Sammie Davis, Jr., Aretha Franklin and Jimi Hendrix.

From prioritizing stability and independence to making deeply personal choices about where and how to give, affluent women are demonstrating a more intentional and localized vision of prosperity. HSBC’s report underscores the importance of evolving wealth advisory models to better serve this growing segment—tailoring strategies that align financial goals with values-driven action.

For more information, visit hsbc.com/wealth