South Africa takes the top spot for emotional generosity in 2025, according to a new study

South Africa has been named the world’s most generous nation in a new global study that measures generosity beyond money, focusing instead on empathy, kindness and everyday support for others.

The findings come from a study conducted by digital financial services provider Remitly, which analysed responses from more than 4,500 participants across 25 countries using the Interpersonal Generosity Scale, a research-validated psychological tool developed by Christian Smith and Jonathan P. Hill.

South Africa achieved the highest overall score, with an average generosity rating of 51.57 out of a possible 60. The Philippines ranked second with a score of 50.2, followed by the United States at 49.23. Ireland placed fourth, while Canada completed the top five.

Unlike traditional assessments that focus on charitable giving or income-based donations, the study examined broader social behaviours, including empathy, emotional support, patience and a willingness to prioritise others’ needs.

Participants were asked to respond to a series of statements measuring how strongly they identified with these traits.

According to the results, South Africans showed particularly strong agreement with statements emphasising concern for others’ happiness and a tendency not to focus solely on themselves, placing the country at the top of the global ranking.

Commenting on the findings, Ryan Riley, vice president of Marketing for EMEA and APAC at Remitly, said generosity should not be viewed only in financial terms.

“Generosity is often seen purely through a financial lens, but our study shows it’s much more than that,” Riley said. “The countries that rank highest aren’t just those who give the most money, but those where people consistently show up for others with kindness, empathy and everyday acts of support.”

He added that this behaviour is closely linked to community-oriented cultures, particularly in countries that ranked highly.

“At Remitly, we see this spirit of generosity in action every day, especially among our customers who work hard abroad to support loved ones back home,” Riley said. “It’s reflected in the culture of countries like South Africa and the Philippines, where caring for your community is a shared value rather than an individual choice.”

The top 10 list includes eight countries from Europe, North America and Oceania, with the United Kingdom ranking eighth overall. Portugal and Greece placed sixth and seventh respectively, while Australia ranked ninth and Mexico tenth.

The study’s authors say the findings offer insight into how generosity manifests across cultures, particularly in daily interactions rather than formal acts of giving, and highlight the social value of empathy and mutual support in diverse societies.

THE MERCURY