New Poll Reveals ‘Kindness Gap’ as National Campaign Launches

CLEVELAND, OH – April 24, 2026 – A new national initiative is calling on Americans to perform 250 acts of kindness to honor the nation’s 250th birthday, but its launch is underscored by a sobering new poll revealing a significant “kindness gap” between generations. The "United States of Kindness" campaign, spearheaded by the Values-in-Action Foundation, aims to unite a divided country through small, positive actions. However, data from a new Kindland Gallup poll suggests the biggest challenge may be engaging younger Americans, who report feeling far less comfortable initiating acts of kindness than their older counterparts.

A Generational Divide in Compassion

The poll, conducted by Gallup in partnership with the foundation's Kindland initiative, paints a complex picture of kindness in America. While a majority of Americans (60%) report regularly witnessing kind acts, a stark generational difference emerges when it comes to personal action. A striking 64% of adults aged 65 and older say they are "very comfortable" initiating kind acts toward strangers. In sharp contrast, only 35% of young adults aged 18 to 29 feel the same level of comfort.

This gap in proactive kindness is mirrored in perception, with younger adults also reporting that they observe fewer acts of kindness in their daily lives. The findings suggest that while kindness is present in society, its practice and visibility are not evenly distributed across age groups.

“The data tells us something simple,” said Stuart Muszynski, President and CEO of the Values-in-Action Foundation, in the press release announcing the campaign. “People are experiencing kindness, but they’re not always acting on it or seeing it reflected more broadly. That’s why the United States of Kindness issued its call to action." Muszynski argues that if millions of people perform the 250 suggested acts, it could fundamentally alter daily social interactions and perceptions. "The perception that kindness is in their lives and can impact them is an important one that can drive positive relationships across America," he added.

Kindness as a Strategy for National Unity

The campaign arrives at a moment when many perceive the nation as increasingly polarized. Organizers are positioning kindness not just as a pleasantry, but as a crucial tool for rebuilding trust and fostering collaboration. Lending his voice to the effort is retired Army General David H. Petraeus, who serves as a national spokesperson.

Drawing on his extensive experience in leadership and conflict resolution, Petraeus frames kindness as a strategic imperative. “Kindness is rooted in understanding and compassion and calls for treating others as we would like to be treated,” he stated. “Even in these tough times kindness can prevail because it actually works to build trust and foster collaboration.” His involvement lends a serious, pragmatic weight to an initiative that could otherwise be dismissed as soft, suggesting that mending societal fabric requires the same intentionality as a military or diplomatic mission.

The campaign is deliberately timed to culminate with America’s semiquincentennial in 2026, leveraging the anniversary as a moment for national reflection and renewal. The goal is to re-center a core value that organizers believe can pull the country together.

The Mechanics of a Contagious Movement

The campaign's core strategy hinges on a principle from behavioral science: social contagion. The theory is that when positive behaviors are made more visible, they are more likely to be replicated by others. The "United States of Kindness" aims to create a feedback loop where seeing kindness encourages more kindness.

To facilitate this, the organization has developed several tools. Participants are encouraged to use the "Just Be Kind App" to log their actions and share their stories on social media with the hashtag #Kindland. The goal isn't self-congratulation, but rather to normalize and publicize the small, positive interactions that often go unnoticed, thereby inspiring others. This digital-first approach seems particularly aimed at bridging the gap with younger, more digitally native generations.

This strategy follows a trend of large-scale kindness initiatives. In recent years, corporate campaigns like Bumble's 'Kindness is Sexy' and collaborations like Verizon's 'A Call for Kindness' have used similar visibility tactics. Non-profits such as the Kind Campaign and Random Acts have also built global movements around the power of documented good deeds. The "United States of Kindness" seeks to consolidate this energy into a single, focused national effort.

Building on a Decades-Long Foundation

While the national campaign is new, the organization behind it has deep roots. The Values-in-Action Foundation began in 1994 as "Project Love," a regional effort in Northeast Ohio focused on social-emotional learning. For over three decades, the nonprofit has developed and implemented character education programs, now reaching over 5,000 schools across all 50 states.

This extensive network provides a ready-made infrastructure for the campaign. Early participation is reportedly already underway, with schools, workplaces, and community organizations integrating the "250 Acts" challenge into their routines. Programs like the foundation's "Kindness Games," a competition for K-12 students to perform and report kind acts, serve as a model for how the initiative can be gamified and scaled.

The foundation, which operates under the name Values-In-Action Foundation, holds a 2-star rating from the watchdog group Charity Navigator. The rating, based on financial data and accountability, is provisional, as the watchdog notes it has not received sufficient data from the organization to evaluate its culture and community impact more fully.

Despite the data gaps, the organization's long-standing presence in education and its ambitious new campaign represent a significant attempt to translate grassroots social-emotional learning into a nationwide movement for civic renewal. The central question remains whether these millions of individual actions, amplified by technology and a shared national goal, can truly shift the cultural tide toward a kinder, more connected America.