The first quarter of 2026 has been characterised by a complex global and domestic backdrop. Internationally, the onset of the Iran War has introduced new layers of economic and social uncertainty. Closer to home, the UK has faced a “perfect storm” of challenges: Storm Chandra brought significant flooding to the South-West, while rising energy bills and mortgage rate hikes have continued to squeeze household finances.
Despite these pressures, the charity sector continues to show a remarkable degree of resilience. While overall media investment has dipped, the public’s intent to give remains steady, with younger audiences in particular showing increased engagement.
Below, we break down the key takeouts from Q1 2026 and what they mean for charities.
Resilience amidst economic headwinds
The Insight
The future of the UK economy remains uncertain, with inflation rising to 3.3% (+11%) and consumer confidence is broadly stable (99.3). Media investment across the sector decreased (£94M; -5%). Despite this, Consideration is up +2% (18.2%), indicating a degree of resilience in charitable giving intent.
What this means for charities
The true effect of the Iran War will become clear as it continues, but early weeks have seen similar economic patterns to Ukraine conflict. While this may lead to reduced disposable income for donors and increases operational costs for charities, it is encouraging Consideration has held this quarter.
The rise of younger audiences
The Insight
Consideration remains strong among those aged 50+ (18.5%; -2%) and there continues to be a significant improvement with the 18-34 age group (17.4%; +12%) potentially due to an increased interest in events. Buzz declined 14%, most notably among 35-49 age group but increasing significantly for those 51-70.
What this means for charities
Consideration to donate is a strong indicator of short and long-term income potential, and continued improvement among younger audiences is encouraging – continued engagement through events and charity shops is key for this audience.
Shifting investment strategies and channel mix
The Insight
TV remains the primary channel for media investment, however investment has decreased, and costs throughout Q1 were higher compared to 2025. These changes have allowed smaller charities to gain share of voice from larger organisations who have adopted more selective investment strategies.
What this means for charities
TV remains a mainstay of media investment, but costs are expected to increase due to declining linear viewing and upcoming World Cup. Charities with a more diverse channel mix tend to perform better from a brand health perspective, and charities should consider incorporating Press, Radio and OOH if they are not already.
The evolution of legacy and committed giving
The Insight
Messaging around One-Off donations has declined in Q1 2026 (£4M; -43%), with charities focusing more asks on Committed Giving (£28M, +7%) and Legacy (£20M, +20%). Despite this, legacy trigger score declined YoY for the first time in 5 years.
What this means for charities
The phasing and level of investment behind legacy programmes continues to evolve beyond Free Wills Month (Oct & Mar), meaning that competing for share of voice will become greater. Charities should be cautious when shifting brand spend towards legacy, ensuring that campaigns focus on effectiveness, scalability and reach.
Given all the above, we have yet to see any notable declines across the sector as we did during the initial Cost of Giving crisis or the aftermath of the Ukraine War. Therefore, it’s important to continue monitoring these trends and the underlying performance of internal charities, as we naturally do at Medialab. However, historical evidence shows that charities that maintain their share of voice are likely to win when more favourable economic circumstances return.
Speak to the team: Apollo-DataScience@medialabgroup.co.uk for a copy of the pack or to find out more.
