Building Loyalty and Engagement in Turbulent Times: Insights from the 2025 Business Generosity Report

According to the 2025 Business Generosity Report by goBeyondProfit and Georgia CEO, a survey of 241 business executives and 1,000 employed adults reveals a misalignment in how generosity is defined, with employees prioritizing exceptional employee care, transparent company culture, ethical operations, and meaningful community engagement. The report highlights that employees are quietly looking for companies that offer what they value, and those deemed "ungenerous" risk losing key employees and paying more for replacements.

The 2025 Business Generosity Report by goBeyondProfit and Georgia CEO has revealed a significant misalignment between how business executives and employees define generosity, with profound implications for employee retention and company loyalty. The report, based on a survey of 241 business executives and 1,000 employed adults, highlights that while executives are committed to generosity, their investments often miss the mark on what drives employee loyalty and engagement [1].

The report identifies four strategic pillars of modern generosity that employees prioritize: exceptional employee care, transparent company culture, ethical operations, and meaningful community engagement. Notably, 66% of employees have made job decisions based on a company’s generosity, with 1-in-4 leaving jobs due to a perceived lack of generosity [1]. This misalignment underscores the importance of aligning generosity investments with employee values to build lasting loyalty.

The findings also indicate a growing skepticism among employees about the role of business in society, with 59% questioning whether business is a force for good. This skepticism, combined with political disruption, creates an atmosphere where employees may languish until they find a more suitable workplace [1]. The report suggests that businesses that get generosity "right" may be the most reliable investment they can make in 2025.

In contrast, the energy sector is facing its own set of challenges. BP, the oil major, is under pressure from investors to revive its flagging share price and boost shareholder returns. The company has announced a new cost review and will evaluate its portfolio to ensure it maximizes shareholder value [2]. This move comes as BP faces activist pressure and aims to cut costs by up to $5 billion by the end of 2027 and reduce debt through asset sales of up to $20 billion by 2027 [2].

The findings from the 2025 Business Generosity Report and BP’s strategic cost review highlight the importance of aligning business strategies with employee values and investor expectations. For businesses to thrive in today’s uncertain economic environment, they must prioritize investments that build lasting employee loyalty and maximize shareholder value.

References:
[1] https://www.businesswire.com/news/home/20250806077376/en/goBeyondProfit-Report-Reveals-Growing-Workplace-Skepticism-A-Guide-to-Building-Loyalty-That-Withstands-Turbulent-Times
[2] https://www.marketscreener.com/news/bp-pledges-further-cost-portfolio-review-update-ce7c5edbdf8bf62d