Volunteer stereotypes, stigma, and relational identity projects

Purpose – The purpose of this paper is to seek to enhance the understanding of non-profit marketing and consumer identities by exploring volunteering as a form of symbolic consumption. Specifically, it seeks to examine how young people – both volunteers and non-volunteers – understand and relate to volunteer stereotypes, and how they manage stigma in negotiating their social identities in relation to volunteering. Design/methodology/approach – Grounded in consumer culture theory, the study uses mixed qualitative methods, incorporating focus groups, paired and individual interviews and a projective drawing task. Findings – Five volunteering-related stereotypes were identified: the older charity shop worker, the sweet singleton, the environmental protestor, the ordinary volunteer and the non-volunteer. Participants related to positive and negative attributes of these stereotypes in different ways. This led volunteers and non-volunteers to engage in a range of impression management strategies, some of which bolstered their own identities by stigmatising other groups. Research limitations/implications – The sample was drawn from 39 individuals aged 16-24 years and living in Scotland. Practical implications – Because stereotypes are acknowledged as a major barrier to volunteering, particularly among young people, a greater understanding of how these stereotypes are understood and negotiated can assist non-profit marketers in recruiting and retaining volunteers. Originality/value – This paper draws on theories of consumer culture and stigma to explore volunteering as a form of symbolic consumption, examines volunteering stereotypes among both volunteers and non-volunteers and uses multiple qualitative methods to facilitate articulation of young people’s experiences in this area.