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.
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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.
We are sourcing from a non-probability frame and the two main sources we use are:
Traditional online access panels — where respondents opt-in to take part in online market research for an incentiveProgrammatic — where respondents are online and are given the option to take part in a survey to receive a virtual incentive usually related to the online activity they are engaging in
Those who did not fit the specified sample were terminated from the survey. As the survey is fielded, dynamic online sampling is used, adjusting targeting to achieve the quotas specified as part of the sampling plan.
Regardless of which sources a respondent came from, they were directed to an Online Survey, where the survey was conducted in English; a link to the questionnaire can be shared upon request. Respondents were awarded points for completing the survey. These points have a small cash-equivalent monetary value.
Cells are only reported on for analysis if they have a minimum of 80 respondents, and statistical significance is calculated at the 95% level. Data is not weighted, but quotas and other parameters are put in place to reach the desired sample.
Interviews are excluded from the final analysis if they failed quality-checking measures. This includes:
Speeders: Respondents who complete the survey in a time that is quicker than one-third of the median length of interview are disqualified as speedersOpen ends: All verbatim responses (full open-ended questions as well as other please specify options) are checked for inappropriate or irrelevant textBots: Captcha is enabled on surveys, which allows the research team to identify and disqualify botsDuplicates: Survey software has “deduping” based on digital fingerprinting, which ensures nobody is allowed to take the survey more than once
It is worth noting that this survey was only available to individuals with internet access, and the results may not be generalizable to those without internet access.
