**Generosity Hotspots Unveiled: Sheffield Tops List as UK’s ‘Least Giving’ City**
A newly published survey has revealed the UK’s generosity hotspots, exposing wide regional differences and highlighting where people most desire an uplift in kindness and community spirit. According to the poll, Sheffield has been named the city most in need of generosity, with nearly seven in ten of its residents longing for more everyday acts of kindness.
The research, which questioned 2,000 UK adults, set out to discover not only which towns and cities are famed for their open-handedness, but also where neighbourliness may sometimes fall short. The findings suggest significant contrasts, with Bristol and Leicester joining Sheffield at the top of the list of cities calling out for more giving.
Interestingly, at the other end of the scale, Edinburgh and London were picked out as the UK’s most generous cities. Liverpool, although included among those wanting more generosity, was praised for the willingness of its locals to give time and practical help – such as offering lifts – without expecting the favour to be returned. This reflects the nuanced picture the study presents, suggesting generosity is not solely about monetary value, but also includes simple, thoughtful gestures that brighten everyday life.
The research was commissioned by mobile network giffgaff as part of a campaign to spotlight generosity and promote the brand’s “100GB for £15” offer. As part of the celebrations, the company staged a lively event in Sheffield, headlined by television personality and former Big Brother winner David Potts. Arriving in flamboyant style atop a bright pink horse-drawn carriage, Potts surprised residents with £100 gig vouchers, hefty slabs of cake, and a variety of other gifts.
Reflecting on the event, David Potts commented, “Everyone loves a little extra, whether it’s cake or compliments. It’s the small things that carry real meaning – surprising someone with flowers, or helping them out when they’re short on time. The delight on people’s faces made the day truly wonderful.”
Despite widespread agreement on the importance of generosity, the survey uncovered a notable gap between values and actions. While 70% of participants said they believed people should demonstrate more generosity, only 4% admitted to performing generous acts daily. Alarmingly, 14% confessed they could not remember the last time they did something selfless for someone else.
Still, the findings were not wholly bleak. Half of those surveyed described their community as generous, although 43% reported that they had never personally benefited from a stranger’s act of kindness in their local area. This reflects a lingering sense that while generosity is aspired to, it is not always apparent in daily life.
When asked to define what counts as a meaningful act of generosity, respondents most frequently cited small, thoughtful gestures – from simple gifts such as flowers, cake or coffee, to practical assistance like giving someone a lift. Nearly one in five valued experience-based treats such as concerts or meals out. Clearly, for many, generosity is less about grand displays and more about the everyday moments that bring people together.
Financial constraints remain a key barrier, with more than a quarter (27%) of those polled saying that their ability to give is restricted by money worries. Even so, two-thirds saw generosity as synonymous with acts of kindness, and 42% pointed towards emotional support. Notably, a quarter said that giving brings them more happiness than receiving.
Partners, children, friends and parents were named as the most likely recipients of generosity. Yet there was also a strong call for businesses to do their part, with seven out of ten respondents believing companies should show greater generosity, particularly through unexpected perks or benefits for customers.
Ash Schofield, CEO of giffgaff, commented: “People are asking for more meaningful acts of generosity. By increasing our offering without raising prices, we hope to bring our members an unexpected delight.”
**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
The study provides food for thought about the state of generosity in Britain, and prompts both communities and businesses to reflect on how small acts, shared widely, can start to close the kindness gap.