At the same time that Boomers are putting the needs of their adult children ahead of their own needs and wants, another trend is emerging that also reflects an altruistic streak.

Increasingly, people are concerned about "making a difference," or "making the world a better place."

Let's examine the facts underlying this trend and some of its major implications.

The trend toward increased giving and volunteering began over a decade ago and continues to pick up steam. Despite the lagging economy, charitable giving held steady nationwide in 2002 as increased corporate donations offset a drop in foundation grants. Giving rose 1 percent last year to $241 billion from $238 billion in 2001, according to the annual "Giving USA" report.

That may not seem like much of an increase, but it's huge when you consider the context. Several factors caused individuals and businesses to cut back on spending as well as donations. The soft economy, fears of terrorism, the uncertainty about the buildup for the war in Iraq, and the declining stock market were all valid reasons for giving less to charity. Yet, while grants by foundations went down, the drop was offset by a 10.5 percent increase in corporate giving to $12.2 billion, and individual donations posted a slight increase.

In recent years, giving surged with the economy. In the five-year period of rapid economic growth that began in 1996, giving posted annual double-digit increases ranging from 11 percent to 15 percent. That was the strongest string of growth in the more than five decades for which the report has been compiled.

The rapid growth in "giving something back" isn't just reflected in monetary contributions. There's also a nationwide trend toward volunteerism. Members of Generation X and Generation Y are volunteering at record levels. And, it's a different brand of activism from that in the '60s: They're less political, but they want to make a difference.

As far back as the mid-1990s this trend began to show up in attitude surveys. For example, a national survey on the volunteer activities of corporate employees, commissioned by CIGNA HealthCare in 1995, uncovered a most unexpected finding: 74 percent of respondents nationwide said they would enjoy participating in a volunteer activity with friends. Also, 53 percent of respondents said they would enjoy participating in a volunteer activity with...