goodwill
- 01 B2 Upper Intermediate
a friendly and helpful feeling toward other people or a desire to help them.
a benevolent or kindly disposition toward others, often facilitating cooperation or peace.
Simple“The festival was organized as a gesture of goodwill between the two neighboring towns.”
In context“The diplomatic mission was intended to foster international goodwill and resolve the long-standing border dispute through peaceful negotiation.”
Synonyms - 02 C1 Advanced
the value of a company's good reputation and its loyal customers, which makes it worth more than just its physical assets.
the intangible asset representing the value of a business's reputation, brand, and customer base beyond its physical property.
Simple“When he sold the bakery, he charged extra for the goodwill he had built up over twenty years.”
In context“The acquisition price significantly exceeded the book value of the company's assets, reflecting the substantial goodwill associated with its market-leading brand.”
UsageIn accounting, this is treated as an intangible asset on a balance sheet.
Synonymsreputationbrand equity - 03 C1 Advanced
the willingness of workers to do more than their basic job description to help a company succeed.
the voluntary commitment of employees to perform tasks beyond their contractual obligations.
Simple“The management relied on the goodwill of the staff to finish the project before the deadline.”
In context“Following the pay cuts, the loss of employee goodwill led to a noticeable decline in productivity and workplace morale.”
SynonymsAntonyms - 04 B1 Intermediate
a shop that sells used items to raise money for charity.
a charitable organization or thrift shop, specifically referring to the North American non-profit entity.
Simple“I took my old clothes to the Goodwill so someone else could use them.”
In context“She managed to find a vintage designer coat at the local Goodwill for a fraction of its original retail price.”
Teacher's tipWhile 'goodwill' is a general concept, in the US and Canada it almost always refers to the specific 'Goodwill Industries' stores.
Synonymscharity shopthrift store
“Arnold, who donated a £150 goodwill voucher from Sainsbury's to a local food bank, questioned why the system remains active elsewhere.”
“Elizabeth had died in 1845, but goodwill between Nassau and Russia remained.”
From Middle English goodwille, good wille (“goodwill”), perhaps from Old English gōdwille (“goodwill”); compare Old English gōdwillende (“well-pleased”); also Scots guidwilly, guidwillie (“displaying goodwill”), equivalent to good + will. Cognate with Scots guidwill (“goodwill”), Middle Low German gūtwille (“goodwill”), Old High German guotwilligi (“goodwill”), Old Danish godvilje (“goodwill”), Icelandic góðvilji, góðvili (“goodwill”), Icelandic góðvild (“goodness”). The sense "thrift shop" is a genericized trademark of a US chain of such shops.
Etymology adapted from Wiktionary, available under CC BY-SA 4.0.