Pay It Forward This World Kindness Day: Purchase a Beauty Product and Help Fund School Initiatives
In a time where headlines are dominated by conflict, division and uncertainty, a groundbreaking new study commissioned by beauty brand KIND Collective reveals kindness isn't just alive in Australia – it's the nation's defining trait. One in three Australians says kindness is the most important quality in our communities, and the majority of Australians say everyday acts of generosity and compassion matter more now than ever before.
The research undertaken in the lead-up to World Kindness Day (13 Nov) offers fresh insights into how Australians perceive, practice, and value kindness in their daily lives - and how it's shaping communities across the country.
The study shows kindness is the top value for Gen Z and Millennials, with 37% ranking it above all others, closely followed by honesty and respect. In an era often defined by digital noise, social pressures and global uncertainty, younger Australians are choosing to prioritise compassion and authenticity over material success or status. The findings reflect a generational shift towards connection, empathy and genuine human interaction as the traits most admired in others and most aspired to by themselves.
In celebration of World Kindness Day, KIND Collective has partnered with Kindness Factory and Big W to support programs teaching kindness to kids nationwide. Purchases of KIND products at Big W will contribute to a minimum $40,000 donation to fund these school initiatives.
"Kindness isn't just personal – our research shows it has the power to build lasting loyalty," says Lynda Chapman, Co-founder of KIND Collective. "Two in three Australians are more likely to support brands that live their values of kindness towards people, animals and the planet. When customers see their own values reflected, it creates genuine connection and loyalty that goes far beyond a single purchase."
Key survey findings include:
The research undertaken in the lead-up to World Kindness Day (13 Nov) offers fresh insights into how Australians perceive, practice, and value kindness in their daily lives - and how it's shaping communities across the country.
The study shows kindness is the top value for Gen Z and Millennials, with 37% ranking it above all others, closely followed by honesty and respect. In an era often defined by digital noise, social pressures and global uncertainty, younger Australians are choosing to prioritise compassion and authenticity over material success or status. The findings reflect a generational shift towards connection, empathy and genuine human interaction as the traits most admired in others and most aspired to by themselves.
In celebration of World Kindness Day, KIND Collective has partnered with Kindness Factory and Big W to support programs teaching kindness to kids nationwide. Purchases of KIND products at Big W will contribute to a minimum $40,000 donation to fund these school initiatives.
"Kindness isn't just personal – our research shows it has the power to build lasting loyalty," says Lynda Chapman, Co-founder of KIND Collective. "Two in three Australians are more likely to support brands that live their values of kindness towards people, animals and the planet. When customers see their own values reflected, it creates genuine connection and loyalty that goes far beyond a single purchase."
Key survey findings include:
- One in three Australians places Kindness as the most important quality in our communities.
- 96% of Australians believe acts of kindness have a positive impact on mental health, with nearly two-thirds saying the effect is significant.
- Australians perform an average of nearly seven acts of kindness each week.
- Holding the door and saying hello to strangers tops the list of everyday kindness, with more than half of Australians practising these small but meaningful gestures.
- Charitable giving is firmly embedded in Australian life, with 71% of people donating at least annually. While regular contributions are less common, most Australians find a way to give back each year.
- Men are nearly twice as likely as women to find being kind a challenge day to day, with almost 30% of men compared to just 16% of women saying it's not always easy.
Through its research partnerships, Kindness Factory founded by Kath Koschelm, aims to further understand the benefits of kindness from a neurological, psychological, and social perspective. Then, through education and collaboration, it transforms findings into tangible initiatives that make the world a kinder place.
Kindness is a foundational human value that, when nurtured from childhood through adulthood, plays a vital role in shaping individuals, relationships, and our community as a whole. This partnership allows us to continue to provide educational sessions in schools – supporting young Australians' mental wellbeing, empathetic nature, and emotional intelligence.
While many Australians find kindness comes naturally, certain groups face barriers. Younger people are much more likely to report challenges. Gender differences are notable too, with men, particularly young men, finding it harder to practise daily kindness than women, as highlighted in these latest survey findings.
Australians average nearly seven acts of kindness a week. The 'pay it forward' mentality is strong, and with World Kindness Day approaching, now is the perfect time to purchase a KIND beauty product for someone in your life, and give back to kids across Australia in doing so.
KIND Collective, co-founded by Lynda Chapman and Pia Dwyer, two women passionate about equality, created the B Corp Certified vegan and cruelty-free makeup brand to offer consumers a new kind of beauty where every purchase is also an act of kindness.
How Aussies can pay it forward this World Kindness Day:
- Small daily acts – Hold the door, give a genuine compliment, or reach out to someone who may need support.
- Share online – Use your social channels to spread positive messages, stories, or shout-outs to others doing good.
- Volunteer or donate – Contribute your time or resources to local charities, shelters, or community initiatives.
"You can support the partnership by purchasing any KIND Collective product at Big W on World Kindness Day, with every purchase helping turn beauty into an act of kindness to help fund the educational sessions in schools. Kind Collective's 12 Days of Kindness Beauty Advent Calendar - featuring 12 best-selling beauty products - is also exclusively available at Big W, so if you've never indulged in the joy of a beauty advent calendar, this may well be the ideal reason to do so", says Lynda.
RRP: $49.00
What a fun way to show you care for girls of all ages with a Kind Collective Advent Calendar, full of helpful favourites in 12 limited edition mini treat size gifts, from lip colour, fun fragrances, self care and makeup musts. Get in the festive spirit these holidays and bring joy and sparkle to every day with the Kind Collective Advent Calendar. Great for 'hard to buy for' and 'Kris Kringle' and even 'thank you' gifts, fun in a box!
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