From Wealth to Purpose: Designing Philanthropy for Tomorrow’s Donors

At the latest Philanthropy Adviser event, the Fondation de Luxembourg welcomed Nina Hoas, Senior Philanthropy Strategist at Pictet Wealth Management and global philanthropy expert. During the event, she shared the latest trends in the sector and how wealth advisors can rise to meet the changing expectations of the next generation of wealth holders.

Nina Hoas is Senior Philanthropy Strategist at Pictet Wealth Management, drawing on over 25 years of experience in philanthropy, wealth management, and international development. She has led philanthropy advisory at LGT Bank and served as Executive Director of Philanthropy Advisory at UBS, where she focused on the Nordic and Middle Eastern markets. Nina began her career with the United Nations, working across West Africa, South-East Asia, and the Maghreb, giving her a truly global perspective on impact and giving.

The impending Great Wealth Transfer will see an estimated 72 trillion dollars inherited by younger generations (Generation X, Millennials, and Generation Z). In addition to this, an estimated 12 trillion will go towards philanthropy, creating a monumental opportunity for impact. According to Ms. Hoas, this is coupled with an evolution and professionalisation of philanthropy, and an increasing awareness of philanthropy advisory as a true area of expertise within the financial sector.

She continued to share that the next generation are actively re-assessing their family legacies, and are taking charge in aligning their family businesses and investments with their values. A Pictet study reveals that young wealth holders believe that their business decisions have the greatest opportunity for societal and environmental impact. Ms. Hoas explained that given this data, wealth advisors can play a crucial role in helping the next generation of wealthy people align their business with their values. Philanthropy can emerge as a natural extension of this attitude, with interest in philanthropic advice increasing by 88% between 2022 and 2024.

Ultimately, Ms. Hoas believes that wealth advisors can adapt to meet the shifting tides in philanthropic giving, and provide value to their clients by helping them identify the causes that matter most to them, the structure that best suits their needs and goals, and the message they want to project to not only their peers, but to their own successors.

The Philanthropy Adviser Event conferences are regularly organised by the Fondation de Luxembourg to share the latest trends in the philanthropic sector with wealth advisors and private bankers.