The Kindness Effect

The psychological benefits of kindness in the marketplace

It’s 5:00 a.m. and for the third day in a row, you’re up before the sun. By 8:00 a.m. the only grin that’s graced your face was so your toothbrush could better scrub your incisors. It’s just another day.

It’s ten minutes before 9:00 a.m. and you’ve stopped for a coffee, as ritual insists. The young man in front of you is a couple dollars short but with your help he secures his cup. With a “thank you” and a smile, he’s quickly on his way.

It’s fifteen past 1:00 p.m., you’ve just finished your lunch and managed to hail what seems like the only empty cab left in the entire city. With one foot already in the door you spot a woman in an obvious hurry. You offer up your cab and with a “thank you” and a smile, she’s quickly on her way.

By the end of the day, you have no idea that the coffee you bought helped that young man warm up on his way to an interview that secured him a job.

By the end of the day, you have no idea that the cab you offered up was to a woman who caught a glance of the company logo on your portfolio and became a future client.

But by the end of the day, you have an unusual sense of satisfaction…the sun is still shining…and you’re smiling.

Kindness Week



Being kind feels good on a personal level and a biochemical level. Research has shown that being kind causes elevated levels of dopamine to be released in the brain resulting in a natural high often referred to as a “Helpers High.” Acts of kindness also work in your favor by producing oxytocin, which releases helpful blood-pressure-reducing nitric oxide. If a natural high and heart health help isn’t enough, research insists practicing kindness can help slow down the process of aging.


Kindness begets kindness. Strengthening your current relationships and forging new ones requires compassion and care. Reduce emotional distance and secure a comfortable, open connection with kindness.


Nice guys actually finish first, even in business. Ditch the tough exterior and develop a corporate strategy of kindness. Reap the rewards in the workplace with increased employee involvement and business partner support. Kindness doesn’t have to add costs. Win over clients in a competitive economy and begin to be seen as a more effective and trustworthy leader. You can’t always see the consequence of kindness on customer satisfaction, but Better Business Bureau Customer Reviews can help provide insight.

See how you can keep it kind by giving back to your local community and beyond with the Better Business Bureau Wise Giving Alliance.

As a consumer, you can pay it forward and submit a customer review to alert other consumers about Accredited Businesses that went above and beyond to pair kindness with the other 8 BBB Codes of Business Practices.

The Kindness Effect

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