As the UK weather grows colder, a warming trend is emerging among women—an appreciation for giving compliments over receiving them. According to recent research commissioned by the chai brand Tea India, British women overwhelmingly report feeling a greater sense of fulfilment when sharing words of kindness rather than being on the receiving end.
This unique survey, which sampled responses from over 2,000 women across the UK, reveals that 39% of women feel more connected and uplifted when giving compliments, compared to only 6% who reported feeling a similar warmth when receiving them. This trend underscores a growing value placed on small, positive interactions that brighten others’ days, whether through a heartfelt compliment or simple acts of kindness.
A Kindness Revolution Despite Perceptions of Decline
Although a notable 80% of women in the UK believe that society is becoming less kind overall, an impressive 90% of respondents make a conscious effort to share positivity regularly. These acts of kindness—whether in the form of compliments, thoughtful gestures, or helping others—occur as frequently as hourly or daily for many, demonstrating a widespread commitment to creating small moments of warmth in an otherwise fast-paced world.
Interestingly, 74% of women surveyed agreed that kindness is like a muscle that strengthens with practice. The study’s findings show that while a large percentage of women feel uplifted when receiving a compliment (43%), there’s a clear preference for prioritising kindness toward others, with over half (55%) putting others’ happiness before their own. Only a small fraction, 6%, reported prioritising their own needs first.
Compliments Focused on Personality Over Appearance
When it comes to receiving compliments, women in the UK prefer that the remarks focus on who they are rather than how they look. Only 14% of respondents indicated a preference for appearance-based compliments. In contrast, personality-based compliments, which highlight qualities such as kindness, humour, or intelligence, are far more meaningful and appreciated. Women also associated kindness with being “damn hot,” with 36% agreeing that acts of kindness elevate their perception of attractiveness and connection with others.
A Perspective from Tea India and Neuroscience Experts
Naomi McCann, Marketing Manager at Tea India, shared her enthusiasm for the findings, noting, “Our survey shows that kindness is not only valued but actively practised by many women across the UK. A small gesture like a cup of tea or a compliment has a ripple effect, brightening someone’s day and fostering connections. We’re encouraging everyone to ‘chai to be kind’ daily, as these small moments can make a big difference.”
The research also revealed that women estimated the value of a sincere compliment at an impressive £30.10, highlighting the immense worth of even the simplest kind words.
Nicole Vignola, a neuroscientist, shed light on the science behind this kindness trend, explaining, “Acts of kindness have a powerful impact on the brain’s reward system. When we are kind to others, we experience a release of ‘feel-good’ neurotransmitters such as oxytocin and serotonin. This response not only enhances our well-being but also reinforces the positive behaviour. Kindness is indeed a positive feedback loop where everyone benefits—those giving and those receiving. Just one kind act, like sharing a cup of tea, can initiate this feel-good cycle, encouraging others to spread kindness further.”
The Power of Kindness as Winter Approaches
As winter sets in, small acts of kindness like a compliment or a warm beverage are increasingly valuable, bringing warmth and connection. Tea India’s initiative to inspire people to share kindness daily demonstrates how simple gestures can transform social interactions, reminding everyone that even during colder months, kindness keeps us all warm.