Britain's kindest city revealed with highest number of locals willing to help out for nothing in return, study shows

Scottish Sun

01-05-2025

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THE UK' 'S kindest city according to research has been revealed.
Liverpudlians are most likely to offer their time to someone else for nothing in return – or give someone a lift.
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Liverpudlians are most likely to offer their time for no cost
Credit: Getty
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Giffgaff teamed up with TV star David Potts to surprise Sheffield locals with generous acts
Credit: Doug Jackson/PinPep
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Sheffield locals with TV star David Potts after being surprised with generous acts
Credit: Doug Jackson/PinPep
Edinburgh came out on top overall, with locals believing it's the most generous city in the UK.
But in Sheffield, a poll of 2,000 adults revealed more than two thirds (69 per cent) of locals are calling for more acts of kindness from their fellow residents.
Other cities in need of a bit of giving were Bristol and Leicester – with Edinburgh and London the most generous.
The research was commissioned by giffgaff to bring to life its offering of 100 gigs (GB) for £15, where they teamed with TV star and last year's Big Brother winner David Potts.
He surprised locals in a bright pink horse-drawn carriage and gave away £100 gig vouchers and 15lbs worth of cake, alongside other gifts.
David Potts said: 'Let's be honest, we all love a little extra, whether it's cake or compliments. 'I'm buzzing to help spread generosity across the nation.
'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 study also found nearly two thirds (61 per cent) of all respondents said that smaller acts of generosity matter most to them.
While being given thoughtful gifts like a bunch of flowers, cake or coffee are the acts of generosity 22 per cent would prefer to receive the most.
And 16 per cent prefer experiences like a gig or being treated to a lunch.
But money (27 per cent) was the top barrier to being more generous.
A further 71 per cent think people should be more generous than they currently are.
But 49 per cent of all adults polled rated the people in their town as generous.
The UK cities in need of generosity, ranked:
TOP FIVE UK CITIES MOST IN NEED OF GENEROSITY:
1. Sheffield
2. Bristol
3. Leicester
4. Southampton
5. Liverpool
TOP FIVE UK CITIES LEAST IN NEED OF GENEROSITY:
1. Edinburgh
2. London
3. Birmingham
4. Newcastle
5. Manchester
Although 43 per cent claim they have never been on the receiving end of a generous act from a stranger in their local area.
It also emerged smaller acts of generosity, such as giving someone a lift, matter more than a grand gesture (61 per cent vs six per cent).
And when asked what generosity means to them, 66 per cent said it's about the acts of kindness, while 42 per cent link it to emotional support.
A further 25 per cent feel more delighted to give rather than receive acts of generosity.
A fifth have done something generous in the last day, with 86 per cent likely to offer their time to someone else for nothing in return.
Partners were cited as the person people are most likely to show generosity to, followed by children, friends, and parents.
The survey found also that only four per cent do something generous every day and a further 14 per cent admit they can't even remember the last time they were generous.
According to the OnePoll.com data, almost half (47 per cent) said they've been generous to someone in the past week.
And when it comes to businesses, 69 per cent reckon they could improve their generosity levels, with a quarter wanting to see them giving customers more for no extra cost.
Ash 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.'
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Other cities in need of a bit of giving included Bristol
Credit: Getty