The latest Charities Aid Foundation UK Giving Report shows a “kindness recession” as charitable donations fall for the first time since 2021, a trend that could have implications for the property sector.
Charitable giving hits a new low
According to the report, the British public donated an estimated £14 billion in 2025, down from £15.4 billion the previous year. The average donation slipped from £72 to £65, and about 2.8 million regular donors cancelled their gifts.
The longer‑term shift is more striking. In 2016, 69 percent of UK adults gave to charity or sponsored someone; by 2025 that share fell to 55 percent, roughly six million fewer donors. CAF estimates the sector missed out on £12.4 billion, an amount equal to a full year’s worth of giving.
Affordability is cited by 49 percent of non‑donors as the main reason for stopping contributions, a figure that aligns with rising mortgage costs of about £400 per month. Yet 28 percent said they simply were not interested, suggesting that the habit of generosity is waning.
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Why generosity matters to estate agents
Research on kindness interventions shows that the act of giving benefits the giver as much as the receiver. A systematic review found consistent improvements in well‑being for those who performed acts of kindness. A 2024 randomized trial in Hong Kong reported that volunteers experienced reduced loneliness, lower stress, and fewer depressive symptoms after six months of service.
Another study gave older adults money to spend either on themselves or on others; those who chose the latter saw blood pressure reductions comparable to starting medication. A review of volunteers aged 65 and over linked giving to longer life expectancy.
These findings echo personal experience. Earlier this year, the author organized a 24‑hour charity webinar, noting a marked boost in mental health despite the event’s seemingly “absurd” scope.
For the property market, the link between generosity and business performance is becoming clearer. Initiatives such as Agents Giving, Agents Together, and the Propertymark Trust provide community support, mentorship, and hardship grants. While altruistic motives are commendable, data suggests a tangible return on investment.
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Balancing authenticity and marketing
There is a risk when generosity becomes a marketing ploy. Internally, performative giving can erode trust among staff.
Conversely, many agents already engage in community work without flaunting it, driven by a cultural reluctance to appear boastful. In a climate where six million people have stopped giving, firms that maintain visible, authentic generosity can differentiate themselves on the high street.
Doing good for the right reasons can lower blood pressure and boost team performance, and once the initiative is solid, sharing the story can reinforce brand credibility.
We are all in that crowded train carriage – tired, squeezed, and clutching what we have. The research suggests that the person who stands up may lose a seat, but gains health, morale, and a stronger community.
