A recent survey of 2,000 Americans reveals that 40% are increasing their charitable actions as 2024 draws to a close. Conducted by Talker Research and commissioned by Avocado Green Mattress, the poll indicates that 43% of respondents are seizing the year’s end to enhance their generosity through increased volunteering and donations.
Younger generations, specifically 59% of Gen Z and millennials, reported a greater commitment to doing good compared to 37% of Gen X and baby boomers. Among the latter group, 47% felt they had contributed sufficiently to their communities this year. Notably, 19% of younger respondents awarded themselves an “A” for their charitable efforts in 2024, while only 10% of older participants did the same.
The survey also identified barriers to giving, with 45% citing financial limitations, 34% health issues, and 25% time constraints. Participants shared that even small gestures, such as checking in on a colleague or helping someone solve a problem, can significantly impact others’ lives. Julie Murphy, a director at Avocado Green Mattress, emphasized that “even a small deed can have such an incredible ripple effect,” highlighting the importance of reminding people of their capacity to contribute.
Looking ahead to the end of the year, respondents plan to dedicate an average of eight hours per week to charitable activities, with 44% intending to participate in Giving Tuesday. Motivations for giving back include the satisfaction derived from helping others (47%), a sense of purpose (43%), and the desire to improve the world (40%). Additionally, 38% believe that the holiday season makes it easier to engage in charitable acts.
WHAT MOTIVATES RESPONDENTS TO GIVE BACK TO THEIR COMMUNITY?
● Satisfaction of giving — 47%
● A sense of purpose — 43%
● Wanting to make the world a better place — 40%
● Emotional well-being — 33%
● Community connection — 23%
● Showing my children how to support their community — 19%
● A concern for responsible, ethical practices in my community — 18%
● Physical health benefits — 12%
● Skill development — 8%
● Networking opportunities — 7%
Hoping the holidays inspire you to be more generous and kind…
While there abounds a plethora of reasons to always extend kindness, it is safe to say Kindness should be allowed to freely flow without strings of hidden agenda or motives.
Embrace the challenge of kindness; strive to be the parent, partner, sibling, friend, and acquaintance that you wish to see in others.