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Kindness is officially contagious according to new UK report

Jul 07, 2016

LONDON, England - New research revealed today highlights the nation’s desire to ‘pay kindness forward’. Seventy-six percent of Brits surveyed by DoubleTree by Hilton believe there should be more kindness in the world and three quarters (74 percent) said that being on the receiving end of goodwill gestures results in them being kinder to others, creating a ripple effect.

Almost two thirds (63 percent) of people believe acts of kindness improve relationships, and half (49 percent) say a kinder workplace makes them more productive. Two thirds (66 percent) of those polled said receiving or performing an act of kindness makes them more content, and 70 percent said doing good deeds give them a more positive outlook on life.

The impact of even small acts of kindness is so great that 70 percent said a smile or kind words from a stranger are the ultimate mood-boosters, with women more likely to offer a smile to a stranger (76 percent versus 56 percent of men).

More than half (53 percent) of those polled said kindness is more precious than diamond jewellery, a designer watch (55 percent) or a new sports car (54 percent), showing how valuable small gestures can be.

In partnership with well-being experts, The School of Life, today DoubleTree by Hilton publishes the UK’s first report looking into the value of kindness to individuals and society at large.

Psychotherapist and The School of Life faculty member Lucy Beresford said, "Kindness is a powerful force for change. Kindness travels in so many different ways, and moments of kindness – no matter how small – bring us together, creating a strong connection that transcends the pressures of everyday life. Scientific research has proven that both giving and receiving kindness improves our happiness, physical health and general well-being. Ultimately, even the smallest acts of kindness can have wide-reaching effects, as our good deeds are paid forward by others.”

Whilst 92 percent of Brits perform at least one act of kindness each week, Plymouth came out top as the kindest city in the UK with almost one in four (23 percent) performing more than five acts of kindness a week.

The UK’s kindest places:

1. Plymouth
2. Norwich
3. Cardiff
4. Brighton & Hove
5. Cambridge
6. Southampton
7. Manchester
8. Portsmouth
9. York
10. Sheffield

“Our research points to a desire for people to create and pass on kindness,” explains Dianna Vaughan, senior vice president and global head, DoubleTree by Hilton and Curio – A Collection by Hilton. “At our more than 460 DoubleTree hotels worldwide, we call this ‘The DoubleTree Effect’ - a belief that kindness generates more kindness. At our hotels, the kindness guests’ experience stays with them long after they check out. We are delighted to be partnering with The School of Life to make sure that kindness really does travel!”

To explore kindness further, DoubleTree by Hilton and The School of Life launch a series of classes, entitled ‘Mastering The Art of Kindness’ across the UK this summer, promoting the importance of being kind to ourselves and others, as well as tips on how to infuse kindness into everyday life. The classes will be led by The School of Life faculty member and founding editor of Wired, David Baker and the first class will take place on 12th July at DoubleTree by Hilton London – Tower of London.

The research was conducted by One Poll on behalf of DoubleTree by Hilton who spoke to 2,000 people across the UK to explore the role kindness plays in their lives.

The first ‘Mastering the Art of Kindness’ class will take place at DoubleTree by Hilton London – Tower of London on 12th July 2016 at 2p.m. Classes continue at DoubleTree by Hilton Hotel & Spa Liverpool on 23rd August at 7p.m. and 13th September at DoubleTree by Hilton Manchester Piccadilly at 7p.m.

The UK’s top 10 kindest places are based on the most acts of kindness carried out in each city/town each week.

Kindness is officially contagious according to new UK report

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