Many Americans are doing more good deeds to make up for 2024

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 Americans of the general population found that 43% are using the end of the year to make up for the rest of 2024 by increasing their good deeds such as volunteering or giving.

Commissioned by Avocado Green Mattress and conducted by Talker Research in advance of Giving Tuesday, the survey found that younger generations were more likely to say this – despite reporting doing more good throughout the year than older generations.

Fifty-nine percent of Gen Z and millennial respondents are doing well as we approach 2025, to make up the rest of the year—compared to 37% of Gen X and younger respondents.

But Gen Z and millennial respondents were more likely to report doing good deeds within their community (60%) and the world as a whole (50%).

This compares to Gen X and baby boomers surveyed, where only 47% said they did as much good as they wanted within their community or the world (38%) this year.

The results also revealed that a fifth (19%) of younger generations gave themselves an ‘A’ for the amount of good they have done so far in 2024 – compared to 10% of older respondents.

Regardless, the survey looked at what keeps people from doing more good throughout the year.

Financial constraints (45%), health issues (34%) and time constraints (25%) were the biggest barriers to respondents seeking to give back and do good – but others were also concerned about the impact of their actions theirs.

And this was more common with younger respondents – 42% of Gen Z and millennials admitted they felt like their actions were too small to make a difference in the world, compared to 25% of Gen X and respondents.

But as one respondent shared, when asked about the best thing they did in 2024, “Sometimes, it’s the little things, like checking in with a colleague who seems upset or helping someone find a solution. You can you don’t realize the impact right away, but later on, it seems like 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 one needs is a little reminder that many of us have so much to give!”

Between now and the end of the year, respondents plan to spend more than an hour a day — eight hours a week — on pursuits of “the good.” And for 44%, that includes participating in Giving Tuesday this year.

When asked what motivates them to give back to their community, respondents highlighted the satisfaction of giving (47%), a sense of purpose (43%) and the desire 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 agree it’s important to give throughout the year, not just before the holidays.

“The end of the year can be hectic,” said Laura Scott, Director of Brand Marketing at Avocado Green Mattress. “So while it’s a great time to do good and give back, making it a priority throughout the year can help keep it from getting overlooked when there’s so much else going on.”

WHAT MOTIVATES PEOPLE TO CREATE TO THEIR COMMUNITY?

• Giving pleasure – 47%
• Sense of purpose – 43%
• Desire 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 and ethical practices in my community — 18%
• Physical health benefits – 12%
• Skill development – 8%
• Networking opportunities – 7%

Survey methodology:

Talker Research surveyed 2,000 Americans of the general population; The survey was commissioned by Avocado Green Mattress and administered and conducted online by Talker Research between October. 23–28, 2024.