A New Definition of Generosity and Consequences for a Lack of Generosity Revealed in Groundbreaking 2024 goBeyondProfit Business Generosity Report

ATLANTA--(BUSINESS WIRE)--Today, goBeyondProfit and Georgia CEO released the 2024 Business Generosity Report exploring the current mindset of employed adults and executives running businesses. First initiated in 2019, it reveals a remarkable shift in employee attitudes: 96% of Georgians now consider it important for their employers to be not just good, but generous—a significant rise from 47% in 2019.

The 2024 goBeyondProfit Business Generosity Report underscores the critical role of business generosity in retention, employee satisfaction, and financial success, as well as the consequences for a perceived lack of generosity.

Key Findings:

Business Generosity Redefined. According to executives and employees, the concept of business generosity has evolved beyond traditional charitable contributions and acts of service. Today, it encompasses employee well-being and integrates into the totality of business operations—from internal practices and company purpose to product sourcing, vendor relationships, and consumer engagement. This broader definition has profound implications for both employees and consumers.

Generosity Drives Action. Generosity has become a powerful motivator, prompting direct actions from employees and consumers. Over half (51%) of Georgia’s employed adults have left a job due to insufficient generosity toward employees. Additionally, 27% left due to a lack of generosity in business operations, and 28% due to a lack of community generosity.

Closing the Disconnects: Investing in What Employees Truly Value. When asked to identify the most important demonstration of generosity, employees prioritized flexible work (34%) and mental health support (18%). However, significant gaps remain between what employees value and current business investments. For instance, despite 85% of employees emphasizing the importance of maternal health services, only 21% of executives currently offer this benefit. Similarly, 83% of employees consider childcare support important, yet only 15% of executives provide it. The report explores the economic impacts of these disparities and potential solutions.

Perceived Threats to Company Culture: Politics and Flexibility. Flexible work remains the top priority for employees (94%). The data suggests that a hybrid approach, balancing flexibility with in-person interaction, is key to maintaining a positive company culture. Those on a hybrid schedule rated their company culture the highest (97%).

Meanwhile, politics emerged as a significant threat, with 56% of executives and 45% of employees expressing concern over its potential to disrupt company culture.

The report also compares trends in Georgia with national data. The findings make it clear: generosity matters, and employees are prepared to seek opportunities elsewhere if they do not experience it in their workplace.

The 2024 report is based on concurrent surveys that were conducted between March 12 – April 28. To see the full methodology, click here.

About goBeyondProfit:

goBeyondProfit is a statewide alliance of more than 2,100 business leaders committed to corporate generosity and improving people’s lives.

About Georgia CEO:

Georgia CEO is a network of local websites focused on business growth, innovation, and performance in 14 Georgia cities.