World Kindness Day takes place this Thursday, 13th November. Established in 1998 by the World Kindness Movement, the day encourages people and nations to promote empathy and goodwill. In the UK, it serves as a reminder to make space for compassion amid everyday pressures.

New findings on kindness in the UK

New research from greetings card marketplace thortful highlights the emotional impact of simple gestures. The survey of 500 UK adults found:

• 26% say a random act of kindness restores their faith in humanity when they receive one.
• 31% feel accomplished when they give one.
• 29% of British people carry out random acts of kindness several times per week.
• 15% perform them daily.
• Other frequencies include monthly (12%), every few months (7%), and once a year (2%).

Regional data shows Glasgow as the kindest city, with 31% of residents performing a daily act, followed by Southampton at 28% and Birmingham at 26%.

Examples and resources

To encourage participation, thortful has compiled 100 random acts of kindness across everyday settings and online interactions. Examples include:

• Holding a door for someone
• Cooking dinner for family
• Leaving a positive comment on social media
• Donating old blankets to an animal shelter

The full list is available on thortful’s website.

Expert insight: the psychology of kindness

Clinical health psychologist Dr Ravi Gill, a chartered member of the British Psychological Society and registered with the Health and Care Professions Council, explains the scientific basis behind these benefits.

“Giving or receiving random acts of kindness has a powerful positive impact on mood. Acts of kindness trigger the release of ‘feel-good’ neurochemicals like dopamine, serotonin, and oxytocin, which boost happiness, reduce stress, and strengthen social bonds. Performing kind acts also enhances a sense of purpose and self-worth, while receiving kindness fosters feelings of gratitude, safety, and connection. Overall, even small gestures can create an upward spiral of positive emotions for both giver and receiver.”

How Brits say kindness makes them feel

• I feel accomplished when I give one — 31%
• It restores my faith in humanity when I receive one — 26%
• It makes my whole day when I receive one — 25%
• It gives me a sense of purpose when I give one — 22%
• I feel less stressed when I give one — 16%
• It makes me feel more connected to others when I give one — 12%
• It makes me want to do more kind gestures when I give one — 10%

Broader psychological effects

Dr Gill explains that engaging in acts of kindness can influence how people view and approach life. He outlines several mechanisms:

• Shifts perspective toward positivity: Kindness activates positive emotions that support optimistic thinking. Fredrickson’s Broaden-and-Build Theory suggests these emotions expand our mindset and help us respond more creatively and resiliently.
• Enhances purpose and meaning: Helping others increases life satisfaction and motivation. Research, including Layous et al. (2012), links prosocial behaviour with stronger feelings of meaning.
• Builds social capital: Kindness strengthens relationships and trust, supporting resilience and overall wellbeing.
• Promotes a growth mindset: Practicing kindness develops empathy and emotional intelligence, improving communication, leadership, and problem-solving.
• Creates a positive feedback loop: The “helper’s high” encourages continued prosocial behaviour, shaping a more purposeful and opportunity-focused outlook.

Physical health benefits

Dr Gill adds: “Acts trigger the release of feel-good hormones like oxytocin and endorphins, which lower blood pressure, reduce stress, and boost the immune system. Acts of kindness are also linked to lower cortisol levels, improved heart health, and even increased lifespan. Over time, these small positive actions contribute to a healthier body and greater overall vitality.”

Incorporating kindness daily

Dr Gill recommends weaving small gestures into everyday routines: “People should fit random acts of kindness into their daily routines because they’re simple yet powerful ways to improve overall well-being — for both themselves and others. Kindness boosts mood, reduces stress, and supports physical health. It also strengthens social connections, builds empathy, and adds a sense of purpose and meaning to everyday life. Over time, these small actions create a more positive outlook, enhance resilience, and contribute to a kinder, more supportive community.”

A reminder for World Kindness Day

As World Kindness Day approaches, thortful’s findings reinforce a simple message: even the smallest gestures can spark lasting positivity, supporting mental health and strengthening community ties across the UK.