Kindness Tops the List: New Survey Reveals Australia’s Defining Value

Commentary from Kath Koschel, founder of Kindness Factory. 

In a time where headlines are dominated by conflict, division and uncertainty, a groundbreaking new study commissioned by beauty brand KIND Collective reveals kindness isn’t just alive in Australia – it’s the nation’s defining trait. One in three Australians says kindness is the most important quality in our communities, and the majority of Australians say everyday acts of generosity and compassion matter more now than ever before. 

In celebration of World Kindness Day, KIND Collective has partnered with Kindness Factory and Big W to support programs that teach kindness to kids nationwide. The survey reveals how the ‘pay it forward’ mentality is stronger than ever, and with World Kindness Day approaching, Aussies can pay it forward by purchasing any KIND Collective product at Big W on World Kindness Day, which will contribute to a minimum $40,000 donation to help fund these school initiatives.

Through its research partnerships, Kindness Factory aims to further understand the benefits of kindness from a neurological, psychological, and social perspective. Then, through education and collaboration, it transforms findings into tangible initiatives that make the world a kinder place. 

Kath Koschel, founder of Kindness Factory and leading expert on kindness, explains, “Kindness is a foundational human value that, when nurtured from childhood through adulthood, plays a vital role in shaping individuals, relationships, and our community. This partnership allows us to continue to provide educational sessions in schools – supporting young Australians' mental wellbeing, empathetic nature, and emotional intelligence.” 

“While many Australians find kindness comes naturally, certain groups face barriers. Younger people are much more likely to report challenges. Gender differences are notable too, with men, particularly young men, finding it harder to practise daily kindness than women, as highlighted in these latest survey findings, ” says Kath. 

Key survey findings include: 

• One in three Australians places Kindness as the most important quality in our communities. 
• 96% of Australians believe acts of kindness have a positive impact on mental health, with nearly two-thirds saying the effect is significant. 
• Australians perform an average of nearly seven acts of kindness each week. 
• Holding the door and saying hello to strangers tops the list of everyday kindness, with more than half of Australians practising these small but meaningful gestures. 
• Charitable giving is firmly embedded in Australian life, with 71% of people donating at least annually. While regular contributions are less common, most Australians find a way to give back each year. 
• Men are nearly twice as likely as women to find being kind a challenge day to day, with almost 30% of men compared to just 16% of women saying it’s not always easy. 


“Australians have shown time and time again that we are stronger when we stand together. Whether it’s natural disasters, social or political challenges, or moments of personal hardship, we’ve always pulled through by helping each other and showing kindness. It doesn’t matter where you’re from, what you believe in, or who you love—kindness transcends all boundaries. It’s the force that binds us together in times of uncertainty,” says Kath.

Kath continues, “The Kindness Curriculum is inspired by the Kindness Factory’s mission to make the world a kinder place. Kindness must start with our kids, as they are our future. Teaching them basic kindness literature means that we will automatically see an increase in kindness behaviours.”

Australians average nearly seven acts of kindness a week. The ‘pay it forward’ mentality is strong, and with World Kindness Day approaching, now is the perfect time to purchase a KIND beauty product for someone in your life and give back to kids across Australia in doing so. 

“It is important for the Kindness Factory to partner with a brand like KIND Collective because we like to partner with brands that walk the walk, not just talk the talk. KIND Collective walks the walk in all areas of business,”

“For me, the Kindness Factory’s partnership with KIND Collective is about the people. I love all of the staff at KIND Collective, and I love their mission. The minimum contribution of $40,000 would mean that we can reach 40 schools with our Social and Emotional Learning curriculum platform” says Kath.

How Aussies can pay it forward this World Kindness Day: 

• Small daily acts – Hold the door, give a genuine compliment, or reach out to someone who may need support. 
• Share online – Use your social channels to spread positive messages, stories, or shout-outs to others doing good. 
• Volunteer or donate – Contribute your time or resources to local charities, shelters, or community initiatives. 

You can support the partnership by purchasing any KIND Collective product at Big W on World Kindness Day, with every purchase helping turn beauty into an act of kindness to help fund the educational sessions in schools. Kind Collective’s 12 Days of Kindness Beauty Advent Calendar - featuring 12 best-selling beauty products - is also exclusively available at Big W, so if you've never indulged in the joy of a beauty advent calendar, this may well be the ideal reason to do so.