The Co-operative Food Good Egg

Bristol emerged as the home of the ‘Good Samaritan’ after the Co-op Food polled 4000 adults in 19 cities and asked them how community-minded they were – and whether they would rush to the aid of someone in need.

The vibrant West Country hub – birthplace of artist Banksy, comedian Lee Evans and ex-Top Gear host James May – came top whilst London came bottom.

The study also found that despite working long hours and hectic social lives the majority of us do go out of our way to help others.

Running after someone to hand them back something they dropped is the most common ‘good deed’, followed by giving up a seat on a train or bus for a less able or pregnant passenger.

Helping someone who is lost also brings out our caring side as does taking in post or parcels for a neighbour.

We also discovered that 18-24 year olds spend the most time helping others in the community and are more likely to do tasks such as going shopping for someone in need.

They are also more likely to allow a person to jump the queue in an emergency and let a stranger know if they have dropped something such as their wallet.

Co-op Kindness Index

Amanda Jennings, Director of marketing at the Co-op Food said: “Showing kindness isn’t always about the big gestures but can be about the small everyday deeds that people do – from offering your seat on the bus to helping a neighbour by accepting their post or putting their bins out.”

It also emerged the main reason for carrying out a random act of kindness is ‘because someone needed help’ however 17 percent said they offered aid due to the fact it would make the recipient smile.

Another one in five said they tried their best to help when called upon due to a belief in ‘good karma’.

The study coincides with our nationwide hunt for “good eggs” this Easter.

Amanda Jennings continued: “As a community retailer, we wanted to show that people of all ages can make someone’s day without giving up lots of time or money – the simplicity of one kind gesture can have a huge impact.”

This Easter the Co-op Food is giving away almost 25,000 chocolate treats to “good eggs” in local communities. Across the UK, Easter eggs are being awarded by our food stores to acknowledge the positive contribution of members of the community who make a difference to local life.

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