How to keep our kindness going in 2021

The John Lewis Christmas kindness campaign encourages people to ‘Give A Little Love’ but will that really last post-pandemic? Recent figures say no.

New research has found that while nearly two-thirds (64%) of Brits in a survey of 2,000 adults say they have felt kindness towards them increased after the pandemic broke out, over half (52%) think the nation’s kindness peaked between March and June, with worries this kindness won’t last.  

The survey was commissioned by John Lewis and Waitrose as part of their ‘Give A Little Love’ campaign, and over half of the people involved said they think kind acts (such as running errands for neighbours, calling someone who might be lonely and giving more to charity) will end within six months of the pandemic ending – and we really don’t want that to be the case.

However, as a direct result of the pandemic over 21% of those people said they will be kinder to strangers in 2021, and one third plan to be more active in their community, or talk more to their neighbours next year. 

The results found that the most common act of kindness performed since the pandemic broke out was calling someone who might be lonely and one in ten of those have helped a stranger in their local community. 

But just how can we keep this kindness going?

John Lewis and Waitrose are encouraging people to support the ‘Give A Little Love’ campaign in one of five different ways:

  • Making a donation to charity which will be matched by the retailer to the value of £2m.
  • Buying one of a variety of exclusive and limited edition campaign products.
  • Shopping in one of the two retailers’ shops and using their My JL and My Waitrose loyalty card which will trigger a donation to the two charities.
  • Showing kindness to someone who needs it. 
  • Helping in their local community.

The campaign builds on the charitable support the partnership has given during the pandemic.  Since the pandemic broke out, the partnership has committed £2.7m to charities and local communities. Waitrose has passed the 3million milestone for meals redistributed to those that need them through the FareShare scheme and the supermarket will continue to donate surplus food.

Let’s all continue to be a little kinder.

Faye Dixon

Lifestyle Journalist and Blogger from the North East.

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