The 2025 Generosity by the Generations Report, released by goBeyondProfit and Georgia CEO, reveals a fundamental divide in how different generations view the role of business and their employers authenticity. A growing skepticism is reshaping the modern workforce and demanding a more authentic, transparent approach from leaders. 

Baby Boomers have the highest level of confidence in business. Nearly half (47%) believe that business is a force for good. This perspective comes from a belief in authentic goodwill. Over half of Baby Boomers (58%) believe their employer’s generosity is driven by a “genuine desire to help others”—a sentiment held by far fewer members of other generations (15 points higher than others).

Gen Z and Millennials represent the rise of skepticism. Younger generations are far less convinced about the positive impact businesses have on the community. Gen Z is the most skeptical, with 64% believing that businesses do both good and bad things, followed by Millennials (50%) and Gen X (56%). Only 1 in 3 Gen Z employees believe that business is a definitive force for good. 

This skepticism also applies to their own employers’ motives. Compared to older generations, Gen Z (25%) and Millennials (23%) are more likely to believe their company’s generosity is driven by virtue signaling or political motives. This perspective is reinforced by their strong concern (63-69%) that external politics will disrupt the workplace.

Gen X hold a pragmatic view. Gen X holds a more pragmatic view of business. While they share the mixed perspective held by younger generations, they are most likely to believe their employer’s generosity is motivated by a simple, transactional reason: it’s “good for business” (40%).

The data paints a clear picture: the trust of your workforce can no longer be assumed. The findings of the 2025 Generosity by the Generations Report can help leaders build a culture of trust with genuine, visible generosity that resonates with every employee.