According to the Cambridge Dictionary, three qualities describe a kind person: generous, helpful, and thinking about people’s feelings. Interestingly, the other interpretation refers to a group with similar characteristics or a particular type. What if those definitions are related? What if kindness is not a matter of a certain person’s behavior anymore? Had kindness become a perception issue?  

World Kindness Day was introduced by the World Kindness Movement in 1998 “to highlight good deeds in the community focusing on the positive power and the common thread of kindness which binds us”. People became more aware of how tremendous impact kindness can have on someone else’s life. And commercialized it. Transformed act of generosity into persuasive technique. The list of examples can be endless – charity organizations, investment funds, sponsorship, advertising, marketing. Coca-Cola’s 2020 Christmas commercial by Taika Waititi (also known as the man who directed Thor) encouraged viewers to grab tissues before watching. Comments state “I’m not crying. You are”, the video hit over 1.5 million views in 4 days. While someone will see it as a kind (or sweet) video, pleading to global representation of family values, I’m guessing it had something to do with emotional manipulation. Inherently, an act of kindness appreciates a sense of satisfaction in life. Who are we to judge the Coca-Cola brand for choosing profits as a visual (and physical) representation of satisfaction? Oh, that’s right, we are the audience, people with money, potential buyers. We can judge. There is a difference between kindness and fake kindness. It is every consumer’s responsibility – to switch from watching to seeing. Analyze. Understand. Think. 

Just as tolerance, kindness shouldn’t be celebrated once a year. This holiday reminds me of Valentine’s Day traditions – expressing great love to the whole world (because you haven’t done it during the previous 364 days). Rub it in people’s faces. Buy an overpriced box of sweets (even if your loved one is allergic to chocolate) or 101 roses (immediately post it on Instagram). The same goes for kindness. Donate (don’t forget to take a picture). Smile (not too much). Cry (elegantly). Organize a fund-raising event (wear an expensive designer gown and jewelry). Does modern World Kindness Day celebrate kindness or self-promotion? Did kindness become selfish? Reminder: according to the Cambridge Dictionary three qualities describe a kind person: generous, helpful, and thinking about people’s feelings. Empathy, love, care, optimism – not necessarily. Honesty is a good policy but not the best one. Respect is a choice, not a must-have. Does this mean that even unreasonable, ironical, impatient people cannot be kind? They absolutely can. Being kind doesn’t mean being likable (nor nice, sweet, cute). Kind people should be unreasonable because each good action could be quickly forgotten (or overshadowed by one mistake). Kind people should be impatient because everything they spent years on building may be destroyed in one second. Kind people should be ironic because not many potential friends will stay by your side both while you give the world your best and when you seek help at the worst. Be ready for it.  

“Good days” are not ahead. Every day is a celebration of kindness, tolerance, love, friendship, equality, or freedom. As Roy T. Bennett had written in “The Light in the Heart”: “Attitude is a choice. Happiness is a choice. Optimism is a choice. Kindness is a choice. Giving is a choice. Respect is a choice. Whatever choice you make makes you. Choose wisely”. 

This was written by our contributing writer, Daria Bahlai.