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Four in 10 Americans are actively doing more good deeds before the end of 2024 — to make up for the rest of the year.
A new survey of 2,000 general population Americans revealed that 43% are using the end of the year to compensate for the rest of 2024, increasing their good deeds like volunteering or donating.
Commissioned by Avocado Green Mattress and conducted by Talker Research ahead of Giving Tuesday, the survey revealed younger generations were more likely to say this — despite also reporting having done more good throughout the year than older generations.
Fifty-nine percent of Gen Z and millennial respondents are doing good as we approach 2025, to make up for the rest of the year — compared to 37% of Gen X and baby boomers surveyed.
But Gen Z and millennial respondents were more likely to report having done good deeds within their community (60%) and the world as a whole (50%).
That’s compared to Gen X and baby boomers surveyed, where only 47% of whom said they did as much good as they wanted to within their community or the world (38%) this year.
Results also revealed that a fifth (19%) of younger generations gave themselves an “A” for the amount of good they’ve done so far in 2024 — versus 10% of older respondents.
Regardless, the survey looked at what held people back from doing more good throughout the year.
Financial constraints (45%), health issues (34%), and time limitations (25%) were the biggest barriers for respondents looking to give back and do good — but others were also worried about the impact of their actions.
And this was more common with younger respondents — 42% of Gen Z and millennials admitted feeling like their actions are too small to make a difference in the world, compared to 25% of Gen X and boomers surveyed.
But as one respondent shared, when asked about the best thing they did in 2024, “Sometimes, it’s the small stuff, like checking in with a co-worker who seems down or helping someone figure out a solution. You might not realize the impact right away, but later, it clicks that maybe that small act brightened their day.”
“Even a small deed can have such an incredible ripple effect,” said Julie Murphy, Director of Digital Media at Avocado Green Mattress. “Sometimes all someone needs is a little reminder that many of us have so much to give!”
From now to the end of the year, respondents plan to spend over an hour per day — eight hours a week — on pursuits of “good.” And for 44%, that includes participating in Giving Tuesday this year.
When asked what drives them to give back to their community, respondents highlighted the satisfaction of giving (47%), a sense of purpose (43%), and wanting to make the world a better place (40%).
Thirty-eight percent of respondents said it’s easier to do good at the end of the year, with holidays like Giving Tuesday — but 85% also recognize that it’s important to give back throughout the year, not only ahead of the holidays.
“The end of the year can be hectic,” said Laura Scott, Director of Brand Marketing at Avocado Green Mattress. “So although it’s a great time to do good and give back, making it a priority all year long can help ensure it doesn’t get overlooked when there’s so much else going on.”
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%
Survey methodology:
Talker Research surveyed 2,000 general population Americans; the survey was commissioned by Avocado Green Mattress and administered and conducted online by Talker Research between Oct. 23–28, 2024.
English (US)