goodwill

goodwill — noun

1. a feeling of kindness, friendliness, and support that people show toward each ot

1.nounB2
Definition

a feeling of kindness, friendliness, and support that people show toward each other, toward a group, or toward a cause they believe in

Example

The neighbours showed great goodwill toward the family whose house had burned down.

collocation: show goodwill toward [someone]

As a gesture of goodwill, the firm donated part of its profits to local schools.

collocation: gesture of goodwill

Common collocations
  • show goodwill
  • gesture of goodwill
  • out of goodwill
  • atmosphere of goodwill
  • wave of goodwill
  • express goodwill
  • demonstrate goodwill
  • genuine goodwill
  • mutual goodwill
Synonyms
  • friendliness

    more casual and interpersonal; focuses on warmth in personal interaction

  • benevolence

    more formal and implies a generous, charitable attitude; less common in everyday speech

  • kindness

    broader term covering specific helpful acts; goodwill is more about overall attitude than specific actions

  • generosity

    focuses on giving or sharing; goodwill can exist without material giving

Antonyms
  • hostility

    strong active opposition or unfriendliness

  • ill will

    the direct opposite; deliberate unfriendly or hostile feelings

  • resentment

    bitter indignation at unfair treatment, which blocks goodwill

Usage Note

Common in fixed phrases such as 'gesture of goodwill', 'atmosphere of goodwill', 'out of goodwill', and 'show goodwill toward'. Uncountable — never used as 'a goodwill' or 'goodwills'.

Common Mistakes

The manager had goodwill to help the new staff.
The manager showed goodwill by helping the new staff.
'goodwill' is a noun, not a verb. Use verbs like 'show', 'express', or 'demonstrate' with it.
There was a goodwill between the two teams.
There was goodwill between the two teams.
'goodwill' is uncountable and does not take an article.

2. the value of a company that goes beyond its physical assets and cash, based on t

2.nounB2
Definition

the value of a company that goes beyond its physical assets and cash, based on things like its reputation, customer loyalty, brand recognition, and employee relationships. In financial reports, this value appears separately from equipment, buildings, or cash on hand.

Example

Tendai's purchase of the cafe included the goodwill from the original owner's loyal customers.

goodwill included in a business purchase price

A strong brand name is one of the main factors that builds a company's goodwill.

Common collocations
  • company's goodwill
  • goodwill asset
  • goodwill impairment
  • purchase goodwill
  • acquire goodwill
  • build goodwill
  • goodwill value
  • calculate goodwill
Synonyms
  • reputation

    more general; goodwill specifically means the financial value of that reputation

  • brand value

    overlaps but focuses specifically on brand name equity; goodwill is broader and includes customer loyalty and staff relations

  • intangible assets

    the broader accounting category that includes goodwill alongside patents, trademarks, and copyrights

Usage Note

Primarily used in business, finance, and accounting contexts. In financial statements, goodwill is listed as an intangible asset on the balance sheet. Unlike sense 1, this sense does NOT take the phrase 'out of goodwill' or 'as a gesture of goodwill'.

Common Mistakes

The company has a lot of goodwill because it is nice.
The company's goodwill reflects the value of its reputation and customer loyalty.
In business, goodwill is a specific financial term, not just a friendly feeling.
We paid goodwill for the business.
We paid a premium for the business that included goodwill.
The payment is for the business; goodwill is part of what you get.

3. short for Goodwill Industries. This US nonprofit organisation gathers second-han

3.noun
Definition

short for Goodwill Industries. This US nonprofit organisation gathers second-hand clothing, furniture, and household items, then offers these goods at affordable prices through charity shops. The income funds job training and employment programmes for people who have difficulty finding work.

Example

Eli dropped off three bags of old clothes at the local Goodwill store.

Élise found a vintage lamp at Goodwill for only five dollars.

Goodwill as a thrift store for bargains

Common collocations
  • Goodwill store
  • Goodwill donation
  • Goodwill Industries
  • local Goodwill
  • donate to Goodwill
  • shop at Goodwill

Usage Note

Always capitalised as 'Goodwill' when referring to the organisation. In American English, 'Goodwill' alone (without 'store') can refer either to the organisation itself or to a specific thrift shop location ('I found it at Goodwill'). Not commonly used in British English.

Common Mistakes

I bought this shirt at a goodwill shop.' (lowercase)
I bought this shirt at Goodwill.
When meaning the specific charity, it is a proper noun and always capitalised.
Goodwill is a charity that sells things.
Goodwill is a nonprofit that funds job training by selling donated goods.
The core mission is employment services, not just selling items.

Word family

  • ill will
    nounC1

Synonym discussion

Sense: noun/1

All four words describe positive social attitudes, but they differ in scope and context. 'Friendliness' is the most casual and interpersonal — it describes warm, approachable behaviour in everyday encounters. 'Kindness' focuses on helpful or considerate actions rather than a general disposition. 'Benevolence' is more formal and often implies a generous, charitable outlook, especially from someone in a position of power or wealth. 'Generosity' specifically involves giving freely — time, money, or resources — while 'goodwill' can exist without any material exchange, simply as a supportive attitude. For example, neighbours showing goodwill toward a family who lost their home may not donate money but might offer emotional support; if they donated cash, that would be generosity. Choosing 'goodwill' emphasises the relational bond and supportive feeling rather than the act itself.

friendliness ↗benevolencekindness ↗generosity ↗

Common collocations

Nouns

Adverbs

Phrases

  • act of goodwill
  • gesture of goodwill
  • out of goodwill
  • show of goodwill
  • wave of goodwill
  • spirit of goodwill

Prepositions

Etymology

Old EnglishEnglish

The word 'goodwill' combines the Old English words 'gōd' (good, virtuous) and 'willa' (desire, wish). It originally meant a virtuous or kind disposition toward others. By the late 1500s, the word had developed a business meaning: the value of a business beyond its visible assets — essentially the financial worth of its reputation and customer relationships. The charitable organisation Goodwill Industries, founded in Boston in 1902 by Reverend Edgar J. Helms, took its name from this original sense of helpful, benevolent feeling.