The Link between Random Acts of Kindness and Your Firm’s Bottom Line

In 1982, Anne Herbert first suggested celebrating Random Acts of Kindness Day to combat negativity in the world. The idea quickly gained support, and in 2012, the United Nations recognized the day, which is now marked on February 17th each year.

Despite the recognition of this special day, negativity still dominates much of our world today. But what does this have to do with the A/E/C industry and business in general? While random acts of kindness may not seem like a business strategy, there is evidence to suggest that they can positively impact a firm's bottom line by attracting more customers and employees, while creating a more productive and efficient work environment.

On the employee side, a study by the University of Warwick found that employees who experience kindness and positivity in the workplace are 12% more productive than unhappy employees. Additionally, a positive work environment reduces employee turnover. A study by SHRM found that a positive work environment cuts the average turnover rate for company employees in half, from 16.6% for companies without a positive work environment to 13.3% for those with one.

Further, a Gallup study found that a positive work environment more than doubles the employee engagement rate. Employees who feel that their company has a positive work environment have a 31% engagement rate, compared to only 14% for those who do not. Additionally, a study by the Mental Health Foundation found that employees who experience kindness and positivity in the workplace are more likely to report good mental health.

On the customer side, there is a strong correlation between kindness, surprise, and delight and a business's bottom line. A Harvard Business Review study found that kindness to clients increases trust between clients and business, which is critical for building long-term relationships. Another study by the Harvard Business Review found that companies that consistently deliver unexpected and delightful experiences to clients have higher net reviews per customer compared to those who do not.

Companies known for treating their clients with kindness and respect are more likely to have a positive reputation, attracting new clients and business, according to Inc. A study by AdWeek found that customers are four times more likely to tell others about a positive surprise or delight experience they had with a brand compared to a "regular" customer experience.

In conclusion, random acts of kindness can help build trust, create strong relationships, contribute to a positive corporate culture, attract new clients, and boost the bottom line. With so many benefits, firms should consider incorporating intentional acts of kindness into their business practices beyond just a random act. So go out there and surprise and delight someone with kindness!