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Four in 10 Americans are actively doing more good deeds before the end of 2024, says a new survey of 2,000 Americans.

It revealed that 43% are using the end of the year to boost the amount of giving this year, increasing their good deeds, volunteering more, or donating.

Commissioned by Avocado Green Mattress and conducted by Talker Research ahead of Giving Tuesday, the poll revealed younger generations reported doing more good throughout the year than older generations reported.

59% of Gen Z and millennial respondents agreed that they are doing more good as we approach 2025, to make up for the rest of the year, compared to 37% of Gen X and baby boomers agreeing.

Of the Gen X and baby boomers surveyed, 47% said they did as much good as they wanted to within their community this year.

Results also revealed that one-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.

The survey looked at what held people back from doing more and the top answers were: Financial constraints (45%), health issues (34%) and time limitations (25%).

Respondents shared some of 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,” said one. “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, a director 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, on average, respondents plan to spend 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 the holidays.

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…

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