Generosity hotspots in the UK revealed as one city is crowned the least giving

Wales Online

30-04-2025

Generosity hotspots in the UK revealed as one city is crowned the least giving
A new study of 2,000 adults has revealed the UK cities most in need of a generous spirit
Sheffield has been revealed as the UK city most in need of generosity, according to a poll of 2,000 adults. The research found that 69 per cent of Sheffield locals are calling for more acts of kindness in their community. Other cities in need of more giving included Bristol and Leicester, while Edinburgh and London were named the most generous. Liverpudlians, in particular, stood out for their willingness to offer their time, such as giving someone a lift, without expecting anything in return.
The study was commissioned by giffgaff to promote its "100GB for £15" offer. To celebrate, TV star and former Big Brother winner David Potts visited Sheffield in a bright pink horse-drawn carriage, surprising locals with £100 gig vouchers, 15lbs of cake, and other gifts.
‌
David rocked up to the city in a ginormous pink carriage
(Image: (Image: PinPep) )
‌
Talking about the experience, David said, "We all love a little extra, whether it's cake or compliments. 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 revealed that seven in ten adults feel people should be more generous, but only 4 per cent perform generous acts daily, and 14 per cent can't remember the last time they did something generous.
Encouragingly, half of those polled described people in their town as generous, though 43 per cent said they've never personally experienced an act of kindness from a stranger in their local area.
Article continues below
Small gestures like giving someone a lift or thoughtful gifts (flowers, cake, or coffee) were rated as the most meaningful acts of generosity by 22 per cent of respondents. Nearly a fifth said they value experiences like concerts or meals out.
While many expressed their desire to be more generous money was a big barrier, with 27 per cent saying it influences their ability to give more. That said, 66 per cent defined generosity as acts of kindness, 42 per cent linked it to emotional support, and 25 per cent said giving brings them more joy than receiving.
Partners topped the list of people most likely to receive acts of generosity, followed by children, friends, and parents. However, seven in ten respondents believe businesses could be more generous, and a quarter want companies to offer customers more benefits at no extra cost.
‌
CAsh 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
Article continues below
TOP FIVE UK CITIES LEAST IN NEED OF GENEROSITY: