Londoners perform more good deeds than any other city, research reveals

Londoners will be at the top of Santa’s nice list this year after carrying out more good deeds than residents of any other city. A poll of 2,000 adults found that those in the capital have averaged more than six good deeds a week, with one in five doing at least ten a week. This is well above the national average of just over five acts of kindness.

Those in Southampton and Bristol were close behind, with Cardiff and Edinburgh completing the top five. However, those in Cambridge and Newcastle didn’t fare so well, doing the fewest good deeds in the UK.

Tara Stevens, senior brand manager at plant-powered and free-from chocolate brand NOMO, which commissioned the research as part of its ‘NOMO’s Generocities’ Christmas campaign celebrating togetherness during the festive season, said: “It’s heartwarming to see so many people from across the country doing good deeds and wanting to have a positive impact on people other than themselves.

“Generosity is clearly alive and well in the UK, and it’s clear the Christmas spirit is already in full swing.”

The study also found that 69% of adults think they would be on Santa’s nice list this year, with 96% of people claiming to do at least one good deed a week.

The most common good acts include saying hello to a neighbour, smiling at a stranger in the street, opening the door for someone, and giving way to another driver when you don’t have to. Others have donated to charity, taken in their neighbour’s bins, and brought a colleague or friend a drink.

Nearly four in ten (38%) of those who do good deeds even said they go out of their way to carry one out at least once a week, with 60% feeling more generous than usual at Christmas.

The average adult plans to splash out around £362 on gifts for loved ones over Christmas, while 77% will treat someone to chocolate. However, 66% of those polled feel generosity is more about giving time than it is about cash.

Tara added: “While it’s nice to see people spend so much money on loved ones over Christmas, it is clear generosity isn’t just about grand gestures.

“It’s the little things, like surprise gifts or a bar of chocolate that can really make someone’s day. At NOMO, we’re all about generosity, inclusivity, and togetherness, values that are reflected in our commitment to making chocolate accessible to everyone.

“It’s been wonderful to see so many people across the UK embracing these values through good deeds.”