Overall, the 2025 Business Generosity Report by goBeyondProfit and Georgia CEO reveals that both executives and their employees agree that business generosity drives business success. 

Executives report record levels of investment in generosity as well as measurable benefits—from increased employee satisfaction (68%) to financial gains (49%). Employees communicate that their expectations have skyrocketed—97% now consider business generosity fundamentally important in an employer. 

The Business Generosity Report gives leaders an edge on how to utilize this moment to shore up employee loyalty—especially with key employees. When hiring rebounds, companies that master generosity today will be the destination top talent seeks—not the workplace they leave behind

The New Challenge: Building Unshakeable Loyalty with a Skeptical Workforce

This year’s research offers insights into how Georgians view business in general and their employer specifically. The data reveals a concerning trend of increasing skepticism among the workforce about whether businesses genuinely intend to do good.

Less than half (41%) of Georgians view business as a force for good— i.e. they make our lives better and create opportunities. Also, more than half (55%) of employees believe businesses have the capacity to do some good, but also some bad, and 4% even claim that businesses cause more harm than good in our communities. This reflects a general societal mistrust, consistent with findings from Gallup.

Adding to this dilemma, many employees appear skeptical of their own employers’ ability to be authentic in their generosity efforts. A significant 1-in-5 (21%) feel their employer’s generosity effort is just virtue signaling or politically motivated. Even more concerning, only 38% believe their CEO or executive leadership truly “walk the talk” by consistently demonstrating generosity.

This highlights mounting skepticism among employees, ultimately eroding the trust and loyalty many executives try to build through their generosity initiatives. Thankfully, the 2025 Business Generosity Report provides a clear path to bridge this gap.