Four in ten Americans are actively engaging in more good deeds as the year 2024 draws to a close, according to a recent survey that consisted of a total of 2,000 participants. The poll, commissioned by Avocado Green Mattress and conducted by Talker Research ahead of Giving Tuesday, highlights an intentional effort by many to end the year on a charitable note. About 43% of respondents reported increasing their contributions through acts of kindness, volunteering, or donations, demonstrating a heightened focus on giving during this season.
Generational Differences in Good Deeds
The survey reveals generational trends in charitable behaviors. Younger generations—Gen Z and millennials—reported engaging in more altruistic activities compared to their older counterparts. An impressive 59% of younger respondents stated they were increasing their efforts to give back as the year ends, compared to only 37% of Gen X and baby boomers. Among the older generations, nearly half (47%) felt they had already contributed adequately to their communities during the year, suggesting a differing perspective on what constitutes “enough” when it comes to giving.
A stark difference emerged in self-assessment of their contributions: 19% of younger respondents gave themselves an “A” grade for their charitable efforts in 2024, while only 10% of older participants shared that sentiment. This generational divide underscores shifting attitudes toward community engagement and the role of individual action in driving change.
Challenges to Doing More
Despite the willingness to give, respondents cited several barriers to engaging in more good deeds. Financial constraints were the most significant obstacle, with 45% of participants identifying it as a challenge. Health issues (34%) and time limitations (25%) were also notable factors that hindered greater involvement. These insights suggest that while the desire to contribute is prevalent, structural and personal limitations often impede action.
The Power of Small Acts
Respondents shared personal anecdotes about their meaningful contributions in 2024. One participant emphasized the impact of small gestures, such as checking in on a coworker or helping someone solve a problem. “You might not realize the impact right away, but later, it clicks that maybe that small act brightened their day,” they reflected.
Julie Murphy, a director at Avocado Green Mattress, echoed this sentiment, noting, “Even a small deed can have such an incredible ripple effect. Sometimes all someone needs is a little reminder that many of us have so much to give.”
Plans for Year-End Giving
As the year-end approaches, respondents indicated plans to dedicate an average of eight hours per week to pursuits of goodwill. Among these, 44% plan to participate in Giving Tuesday, a global movement encouraging generosity. For many, the holiday season acts as a catalyst for giving, with 38% saying it feels easier to do good during this time.
Motivations for Giving Back
The survey also explored what drives individuals to contribute to their communities. The top motivators include the satisfaction of giving (47%), a sense of purpose (43%), and a desire to make the world a better place (40%). Emotional well-being (33%), fostering community connections (23%), and setting an example for their children (19%) were additional factors cited by respondents.
Notably, some participants also highlighted personal benefits such as skill development (8%) and networking opportunities (7%). Although these motivations are less common, they reflect the multifaceted rewards of engaging in acts of kindness.
Looking Forward to a Generous Future
As 2024 nears its conclusion, these findings serve as a reminder of the potential for collective goodwill. Whether through small acts of kindness or larger community initiatives, individuals are finding ways to contribute despite challenges. The holiday season, with its focus on generosity and connection, provides an ideal backdrop for amplifying these efforts.
Julie Murphy’s words encapsulate the spirit of this movement: “Hoping the holidays inspire you to be more generous and kind.” This survey highlights how even modest actions can create significant ripple effects, fostering a culture of giving that extends beyond the year’s end.
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