Engaging Generation Z: Overcoming Barriers and Building a Sustainable Blood Donor Base for Lifeblood

The Australian Red Cross Lifeblood aims to address a critical challenge in sustaining a volunteer donor base by understanding the motivations and barriers that influence blood donation. While existing research identifies factors like attitudes, perceived behavioural control, and donation anxiety as predictors of donor intentions, these studies largely overlook the 18–30-year-old cohort—a group with beliefs and behaviours distinct from older donors.

Younger individuals often face unique barriers such as location inconvenience, lifestyle transitions, and insufficient intrinsic motivation. Moreover, while extrinsic incentives like rewards may initially attract donors, they are less effective in fostering long-term donation habits.

To attract and retain young donors, deeper insights were needed into both extrinsic and intrinsic motivators. Behavioural and psychographic segmentation provides an opportunity to better understand this cohort’s values, beliefs, and decision-making processes. This approach enabled targeted strategies that not only encourage initial donations but also build sustained donor engagement, ensuring a reliable blood supply for years to come.

Insights into Perceptions, Values, and Barriers

This young cohort perceived blood donation in four ways:

1) The process of blood donation;

2) The donor and donor experience;

3) The recipient; and

4) Symbolic meanings associated with the act of blood donation such as "gift of life", "hopefulness", "helping someone in need" and "saving a life".

The insights from the research can be used to create and inform hyper-personalised communication and enable the creation of highly targeted, relatable campaigns for Gen Z, leveraging their preferred platforms (e.g., Instagram, TikTok, Snapchat). Messages can emphasise values like social impact, community contribution, and environmental sustainability, which strongly resonate with this demographic. Other recommendations and applications include incentive programs that reflect Gen Z values, such as partnering with sustainable brands, discounts on popular streaming platforms, or community-driven rewards like donating to causes aligned with their values for each blood donation. The segmentation data can also guide educational programs tailored to Gen Z, emphasising how blood donation directly impacts lives, framed through authentic storytelling. Similarly, advocacy campaigns could engage Gen Z influencers or micro-celebrities to amplify messaging, leveraging peer-driven credibility.

Consistent with some of the literature characterising Gen Z, the main values or priorities expressed by our participants were:

Financial stability – to promote independence and secure their future.
Health and wellbeing – particularly mental health as well as achieving a balanced lifestyle.
Belonging – including meaningful relationships with family and close friends, building strong social networks and connection to community.
Sustainability and social issues – including valuing diversity, equity and inclusion.

They identified reasons for not donating blood related to one of three categories:

"Not on my radar" – these participants had limited awareness of blood donation and Lifeblood more generally; there was a lack of personal meaning or relevance.
"Haven’t got around to it yet" – this cohort had previously considered giving blood but had not yet done it; some had made an attempt but had not gone back; they did not feel a sense of urgency to donate now rather than later, as a result, more urgent things take precedence.
"Can’t do it" – these participants had previously considered donating blood, but fear and anxiety were strong barriers; some believe they are ineligible, which helps allay any guilt for not donating.

Two main themes around barriers to blood donation emerged from these discussions and were described as ‘Gen Z: An anxious generation’ and ‘What’s in it for me?’

However, perceived enablers for blood donation included:

Increase awareness – while participants were aware of Australian Red Cross, there was almost no awareness of Lifeblood. Promoting awareness of how blood was used was also recommended.
Transparent information – aligned with concerns around trust, more information around the blood donation process was suggested, using short videos and social media.
Incentives for donation – while controversial, some suggested a token of appreciation or some form of recognition would be welcome, while others suggested offering monetary rewards or gift cards.
Communication – participants advocated for messaging that created a sense of urgency, as well as real stories of how blood donations are used, particularly if those that relate to young people, with an overarching desire for transparency and authenticity. Social media was overwhelmingly the preferred communication channel.
Servicescape – it was suggested that the physical and ambient environment in which blood donation takes place should be comfortable and inviting (less medicalised), with welcoming staff. Options for donor privacy were also suggested.
Convenience – this cohort values efficiency and seamless experiences, so making the process easy and accessible was seen as likely to increase participation.

The expected future outcomes of our work include:

a) Increased blood donations among Gen Z.

b) Strengthened loyalty amongst this cohort.

c) A model for Gen Z engagement globally that can become scalable for increasing youth participation in blood donation campaigns worldwide, and

d) Community-led advocacy where Gen Z donors feeling empowered could evolve into advocates, fostering a culture of giving and encouraging their peers to contribute, creating a ripple effect across their networks.

Authors: Marian Makkar, Kate Westberg, Janneke Blijlevens, Amanda Spry, Fatima Madani

17 January 2025

Back to Acumen articles

17 January 2025

Engage

Contact RMIT News

Find an expert

Study with us

Research at RMIT

Related News

Finance for all: Markets, Minds and a Sustainable Future

Thirteen years ago, as a 22-year-old Honours student, I recorded a video about my passion for research and my dream of becoming a professor. On 6 May 2025, that younger version of me introduced my Inaugural Professorial Lecture – a full-circle moment celebrating how curiosity, when nurtured by the right people and opportunities, can make dreams a reality.

Bridging the Divide: Rethinking University–Industry Partnerships for Scalable Impact

In an era marked by accelerating technological disruption and geopolitical flux, universities and industries face mounting pressure to collaborate more effectively to address complex societal and economic challenges.

Why STEM Students Are Reluctant to Join Defence and What We Can Do About It

Australian Defence urgently needs STEM talent, yet our research shows STEM students don’t see it as an attractive career path. So how do we inspire STEM talent to contribute to national security before it’s too late?

Seasons of Birth

Have you ever noticed more birthdays at certain times of the year? Perhaps you recall when you were surprised by lots of birthday invitations or remember being peppered by your favourite social media platform to send birthday messages in a particular month. This phenomenon isn’t random - there is an annual pattern in birth rates.

Load more +

Acknowledgement of Country

RMIT University acknowledges the people of the Woi wurrung and Boon wurrung language groups of the eastern Kulin Nation on whose unceded lands we conduct the business of the University. RMIT University respectfully acknowledges their Ancestors and Elders, past and present. RMIT also acknowledges the Traditional Custodians and their Ancestors of the lands and waters across Australia where we conduct our business - Artwork 'Sentient' by Hollie Johnson, Gunaikurnai and Monero Ngarigo.

More information

Engaging Generation Z: Overcoming Barriers and Building a Sustainable Blood Donor Base for Lifeblood