Sheffield has been crowned the UK’s city most in need for a touch of kindness, with a staggering 69% of residents expressing a desire for more neighbourly love, according to a poll of 2,000 adults. Cities like Bristol and Leicester also showed a strong appetite for greater generosity, while Edinburgh and London emerged as the most giving cities in the UK.
The study, conducted by mobile network giffgaff, discovered that residents in Liverpool were the most likely to help others without expecting anything in return. To promote kindness in Sheffield, giffgaff enlisted the help of TV personality and former Big Brother champion David Potts. Arriving in style aboard a dazzling pink horse-drawn carriage, Potts handed out £100 gig vouchers, an impressive 15lbs of cake, and other delightful surprises.
The event marked the launch of giffgaff’s latest 100GB for £15 data deal. “Let’s be honest, we all love a little extra – whether it’s cake or compliments,” Potts shared.
“It’s about the little things that actually mean loads, like surprising someone with flowers or giving them a lift when they need it. Seeing how much it brightened people’s day in Sheffield was lush.”
The survey found mixed feelings about generosity across the country. While half of those polled described their local townsfolk as big-hearted, 43% admitted they’ve never received an act of kindness from a stranger in their area.
Moreover, seven in ten Brits agreed that we could all be a little more generous, yet just 4% confessed to performing good deeds every day, while 14% couldn’t even recall the last time they did something thoughtful.
Simple acts of goodwill, such as giving someone with a lift, were rated as being more meaningful than grand, showy gestures. When asked what generosity meant to them, 66% of respondents associated it with acts of kindness, while 42% highlighted emotional support as a key element. Interestingly, a quarter of those surveyed admitted they felt greater joy giving kindness than receiving it.
Thoughtful gestures like gifting flowers, cake, or even a cuppa topped the list of cherished acts of generosity, with 22% of respondents valuing these small tokens the most. Meanwhile, nearly one in five revealed they preferred experiences, such as tickets to a gig or lunch out.
Partners were named the top recipients of kind acts, followed by children, friends, and parents. However, financial constraints remain a significant hurdle, with 25% of respondents citing money as a key barrier to being more generous.
The survey also revealed that seven in ten believe businesses could step up their efforts to promote generosity. A quarter of respondents expressed they would like to see companies offer customers more bang for their buck at no extra cost.
Ash Schofield, CEO of giffgaff, which is also giving away prizes on its Instagram, added: “We know that people are calling out for more acts of meaningful generosity.
“By increasing our offering for no more money, we’re bringing a little unexpected delight to everyone.”
TOP FIVE UK CITIES MOST IN NEED OF GENEROSITY:
- Sheffield
- Bristol
- Leicester
- Southampton
- Liverpool