George Young

Senior Media Relations Officer

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26 October 2018

The Great British Bake Off has inspired young people to bake for a good cause according to the Charities Aid Foundation (CAF).

Recent polling, carried out for CAF by YouGov, found that almost a fifth (19%) of those aged 16-24 agreed that the show had inspired them to get involved in charity bake sale fundraising.

In addition, a staggering 50% of 16-24 year olds are more likely to bake if it is to raise money for charity, while 73% agreed that raising money for charity is a good reason to do something they enjoy.

The findings are released ahead of the final of the Great British Bake Off which is due to air on Channel 4 on Tuesday 30 October. Bakers Kim-Joy, Rahul and Ruby will compete to be crowned the champion of 2018. The latest series has proved a ratings hit for Channel 4 with a consolidated audience of 8 million per episode according to figures from BARB.

Across the general population, nearly a quarter of people (23%) have taken part in a bake sale in the last 12 months with 1 in 7 (15%) of us claiming cakes taste better when they are baked for a good cause.  Amongst 16-24 year olds the figure is higher at 32%.

Research published by CAF in 2015 found that bake sales in Great Britain helped raise an estimated £185 million for charities in the previous year.

Susan Pinkney, Head of Research at CAF said:

“Charities can thank the Great British Bake Off for inspiring young people to get involved in bake sale fundraising.

“It is overwhelming to learn that so many 16-24 year olds are more likely to bake if it is to raise money for charity.

“We wish the best of luck and happy baking to all the young bakers raising much-need funds for our much-loved charities.”

Notes to editors

  1. All figures, unless otherwise stated, are from YouGov Plc.  Total sample size was 1,092 adults.  Fieldwork was undertaken between 10 September 2018 and 23 September 2018.  The survey was carried out online.  The figures have been weighted and are representative of all UK adults (aged 16+).
  2. The Great British Bake Off is presented by Sandi Toksvig and Noel Fielding and judged by Prue Leith and Paul Hollywood.
  3. CAF is a charity and a champion for better giving, and for over 90 years has helped donors, companies, charities and social organisations make bigger impact.  Through CAF Bank, it offers simple and straightforward day-to-day banking designed exclusively for charities.  CAF exists to make giving go further so that more lives and communities around the world can be transformed.  We are CAF and we make giving count.


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