đ usncan Note: New Research Finds Ways To Unlock Generosity In Customers
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New research is flipping the script on what drives charitable giving; and the findings carry big implications for small business owners.
Weâve long known that people want to give. Nearly every survey of American households shows an overwhelming desire to support causes, communities, and charities. But hereâs the catch: wanting to give and actually giving are two different things. And, in our paper, Reframing social norms: Personal worldview conviction as a predictor of charitable giving, Tim Todd and I found evidence that the biggest factor separating the two is not income, age, or even financial security: itâs a conviction in a personal worldview.
Specifically, those who believe life is about more than just themselves, what researchers call a self-transcendent worldview, are giving far more generously than those who hold a more material, personal-self worldview.
Self-Transcendent vs. Personal-Self Worldviews
A self-transcendent worldview sees life as connected to something beyond the material world. This may include religious faith, spiritual beliefs, or simply the conviction that life has meaning larger than the material world. It emphasizes stewardship, legacy, and service beyond oneself.
In contrast, a physical-self worldview holds that nothing exists beyond the material world. Life is about self-determination, authenticity, and maximizing oneâs own potential. It doesnât necessarily oppose generosity, but it tends to frame choices in terms of individual cost and benefit.
Desire to Give Is Universal
One of the most intriguing findings from this study is that the desire to give exists across both groups. Whether participants leaned self-transcendent or personal-self in their worldview, they reported similar levels of intention and aspiration to give to charitable causes.
This is good news for nonprofits, businesses, and communities alike: the hunger to contribute is hardwired into nearly everyone, regardless of their philosophical or religious background.
But the Magnitude of Giving Is Not
Hereâs where the twist comes in. When the researchers looked not just at whether people gave, but how much they gave, the differences were striking.
Among those who donated, self-transcendent participants gave significantly more of their income than those with a personal-self worldview. In other words, the generosity gap isnât about wanting to give: itâs about following through at scale.
Implications for Business Leaders
For small business owners, this research holds practical significance. Cause-related marketing, nonprofit partnerships, and community programs often succeed or fail based on whether customers actually move from intention to action.
The insight here is clear: if you speak to something bigger than the individual, you help unlock the generosity that people already want to express. Framing campaigns around shared purpose, stewardship, or legacy doesnât exclude those with personal-self worldviews, it simply nudges them toward doing what they already aspire to do.
Helping People Do What They Already Want
Think of it this way: every customer carries the seed of generosity. Your role as a business owner is to water that seed. By aligning your messaging with themes of connection, community, and purpose beyond self, you create the conditions where people are more likely to act on their giving instincts.
Thatâs not just good for the nonprofits you support; itâs a service to your customers. Youâre helping them do what they already want to do: live generously.
Conclusion: Everyone wants to give. But those who see life as bigger than themselves give more. By speaking to that deeper sense of meaning, small business owners can transform charitable intention into action, and in the process, strengthen both community impact and customer loyalty.
