With Christmas just more than a week away, people all around the world are thinking about what to give their family, friends, acquaintances, and coworkers. a�?The spirit of givinga�? is a phrase that pops up around holidays like Christmas, but what does it actually entail? Most people celebrate the concepts of gift giving, volunteering, and being a good Samaritan as acts of prosocial altruism. Pop psychologya��s assertion that altruism is a great way to feel good about oneself has also become popular and propelled consumer charity to new heights. Yet with the rise of such a claim many others counter that altruism is nothing more than a biologically hardwired act of self-gratification. Fortunately no research negates the fact that giving increases ones happiness.
A 2009 Harvard Business School article makes several interesting conclusions about altruism. Firstly, they conclude that happier people tend to give more frequently than others. Secondly they conclude that giving does correlate to an increase in happiness, and that it doesna��t matter how expensive or frugal a gift is, people simply enjoy the experience. Essentially this confirms what many people already believe–and enjoy–about the spirit of giving. Their final conclusion, however, complicates the matter and deals directly with the Christmas season. The article finds that when altruistic behavior (such as gift giving) is mixed, or replaced, by economics, it tends to decline in both frequency and personal payout.
The article finds that when charity is is fused with consumerism, it does not positively affect the charitable. So knowing that for every Starbucks coffee you buy the company donates a small fraction to a charity, doesna��t mean you will feel the happiness of giving. This complication relates directly to Christmas. An article published by South University highlights the complex emotional and social stakes at play when Christmas shopping, a�?Although gift-giving can be a de-stressor and create balance, the hunt for the perfect gift for friends and family can also cause a lot of stress. The costs of gifts and what it takes to package them can be a financial burden.a�? This complex relationship between the selfless act of giving to a stranger, and the more troublesome task of meeting a loved ones unstated–or imagined–expectations often makes Christmas a difficult time for everyone. And as the article also states, advertisers are very aware of this.
Everyone remembers a mad holiday mob, rioting over some fad childrens toy. It seems to happen every season. In many ways, the phrase itself, a�?the spirit of giving,a�? is these days nothing more than a trademark advertising hook. Because Christmas might be the season of giving, but ita��s also the season of getting, and the season of buying. As the Harvard Business article concludes, this is not really a healthy altruism, and since wea��ve discussed what altruisma��s really about, Christmas doesna��t have to be like that.
As the Harvard Business School article discusses, altruistic behavior isna��t about buying big or small, ita��s about sincerity. Give to those you truly care about, and give to strangers too. Dona��t worry about fad toys and technology, give things that have lasting utilitarian value. Give things that you know the recipient cares about. Most importantly, give your time. People dona��t get to know each other without spending time together. Time is by far the most important gift you can give your family and friends this Christmas, everything else is just a bonus.
