The next generation will focus on aligning the rest of their financial choices with their philanthropic values. Younger donors will see investing in organisations which damage life as anathema and will punish the brands which do this and migrate towards ethical investments, products and employers alongside their charitable giving.
The name Rockefeller often conjures up images of wealth and influence. The founders of Standard Oil and magnates of the banking industry, the family is known worldwide for generations of success in business and politics. However, since 1855 when John D. Rockefeller, Sr. gave his first philanthropic gift, the family has harnessed its name for a far greater legacy—social impact.