Generosity in Business

Generosity in business is a strategy where companies give more than is expected in terms of time, expertise, and resources to build trust, foster innovation, and create long-term customer loyalty and employee motivation. This approach cultivates a culture of abundance, leads to tangible results like increased brand advocacy and revenue, and distinguishes a business in a competitive market.

For business leaders trying to retain key employees it’s important to note that while 80% of Georgia employees say they are satisfied with their job, the data reveals that 37% are actually looking for something different, including the 25% who say they “absolutely love their jobs” and 38% who are “generally happy with their job.”

The data reveals that regardless of how much employees might report liking their job, they are driven to find roles with generous companies—those that go beyond profit, operate ethically, and genuinely improve lives.

This increasing focus on generosity, purpose, and values reflects a significant shift over the past six years and presents an excellent opportunity for retaining talent. This is not merely a preference; it has direct and significant employment consequences.

The message is clear: These aren’t one-time decisions. People make generosity-based career moves repeatedly. Talent gravitates to businesses that get generosity right and companies that are deemed “ungenerous” risk losing key employees and paying more for their replacements.

There is a near-perfect alignment between what people see as brand generosity and what their considerations are when making a purchase. Acts of ‘honesty with customers’, ‘exemplary customer service’, ‘treating employees well’ and ‘rewarding customer loyalty’ are the top-voted answers for both questions, suggesting brands that act generously will be front of mind for consumers.

But what became clear as we digested the results is the difference in how people perceive generosity depending on their age. Those aged between 18 and 24 stand apart by valuing ethics and causes above most other factors, while people aged 44 and above are generally more focused on loyalty and honesty towards customers.

If brands can recognise these variations and tailor their acts of generosity accordingly, the rewards are significant. When people are asked how they respond to brands that act according to their age group’s definition of generosity, their consideration to purchase goes up between 7% and 11%. There is no one-size-fits all ‘generosity policy’, but when nuance is applied, the benefits are clear for both the consumer and the business.

Costco, for example. By intentionally limiting margins on essential items and paying workers above-average wages, they've built a fiercely loyal customer base and an employee culture that outperforms competitors on both revenue per square foot and retention. They didn't chase maximum profit on day one; they earned long-term trust and scaled it.

Whether it's providing opportunity to those overlooked, serving customers priced out by others, mentoring the next generation or offering value before making the ask, giving creates the kind of lasting value no ad campaign ever could.

Generosity extends to clients and their businesses, too. When a client can’t pay due to business challenges, forgive the debt. If a client has company-wide layoffs, proactively reduce their retainer. When clients see that you truly care about their well-being more than you care about your profits, you become a valuable member of the team.

Giving a gift can be a way to show gratitude, creating a bond, or simply an act of courtesy. But in the business world, not all gifts are appropriate: they can raise questions, cross ethical lines or undermine integrity.

For a gift to be considered ethical, it needs to be given with generous intentions, respect for the dignity of the recipient, and a correct understanding and appreciation of the context. When these conditions are met, the act of giving transcends protocol to become an expression of gratitude, generosity, commitment and appreciation of others.

India's social sector funding has grown at a steady rate of ~13% over the past five years and is estimated to have reached ~INR 25 lakh crore ($300 billion; 8.3% of GDP) in FY 2024. Primarily driven by public spending, accounting for 95% of total funding, it is projected to increase to ~INR 45 lakh crore ($550 billion; 9.6% of GDP) by FY 2029.

While there is no specific ranking for the "Most Generous Indian Companies in Business 2025," the Hurun India Philanthropy List and Barclays Private Clients and Hurun India Most Valuable Family Businesses List are the closest indicators, highlighting companies and families, such as the Nadar family, Ambani family, Bajaj family, and Kumar Mangalam Birla family, that consistently demonstrate significant philanthropic contributions and business value.