South Africa has been named the world’s most generous nation in a new global study, highlighting the country’s enduring spirit of Ubuntu.
The ranking comes from digital financial services provider Remitly, which surveyed over 4,500 people across 25 countries. Rather than focusing solely on financial contributions, the study measured generosity through broader human behaviors such as empathy, emotional support, patience, kindness, and putting others first.
“Just like our previous studies on the friendliest and funniest nations, we turned to science to identify which countries are the most generous,” Remitly said.
The study used the Interpersonal Generosity Scale (IGS), developed by Christian Smith (University of Notre Dame) and Jonathan P. Hill (Calvin College). The scale measures generosity beyond money, assessing how people demonstrate empathy, patience, and a willingness to put others’ needs first.
South Africa topped the global generosity rankings, scoring 51.57 out of 60 on the IGS. Building on findings from a previous study that named the nation the friendliest, the research shows South Africans are equally generous.
“Ubuntu is at the heart of who we are. Beyond our natural beauty and innovation, it highlights the strength and generosity of our people. Despite the challenges and criticisms we’ve faced, this study clearly shows the resilience and spirit of South Africans,” Brand SA CEO Neville Matjie said.
The study noted that respondents scored highest on statements reflecting the importance of considering others’ happiness over focusing solely on themselves, highlighting strong levels of empathy.
Following South Africa, the Philippines ranked second with a score of 50.2, celebrated for its culture of pakikipagkapwa, which emphasises treating others as fellow human beings. The United States placed third with 49.23, with generosity often expressed through volunteering, fundraising, and community initiatives. Ireland (48.4) and Canada (48.03) rounded out the top five, reflecting cultures of thoughtfulness and support alongside their well-known friendliness.
The study also noted that for those moving to a new country, getting involved in the local community and showing generosity can help forge meaningful relationships and make it easier to feel at home.
The Star