94% of Aussies say kindness is key to wellbeing, as Tic Tac launches campaign encouraging Aussies to “Share a Little Kindness” 

A little kindness goes a long way according to new research from Tic Tac, which found almost half of Australians (49%) say a single act of kindness has changed their life. In response, Tic Tac has launched a new campaign encouraging Aussies to “Share a Little Kindness” following two tough years. 

The survey of over 1,000 adults reveals what kindness really means to Aussies, from how we show kindness, to our motivations and who we think the kindest person in our life is! It is clear that as Australia moves on from the impacts of a global pandemic, we’re ready to cut ourselves and others some slack.  

The majority of Australians (94%) recognise being kind to yourself and others is essential for one’s overall wellbeing. Compared to 12 months ago, 40% of Aussies think they’ve become kinder to themselves and others, while 1 in 3 (35%) feel that those around them, including friends, family, their spouse or partner, and colleagues, are also now kinder. 

According to the findings, mum is indeed the word; 60% of Aussies ranked their mothers as the kindest people in their life, followed by friends (51%) and spouses or partners (44%). Surprisingly, more people have had positive encounters with a stranger than their own brother - strangers came seventh on the list, while brothers ranked second last (out of 14)! Looking at gender preferences, 26% of men chose their spouse or partner as the kindest person in their life, but only 17% of women chose the same.  

An overwhelming majority (79%) of Australians say kindness is one of the three most important qualities in a person; with honesty and empathy also making the list (89% and 55%). Furthermore, 32% of 18-24 year olds and 23% of 25-34 year olds selected kindness as the most important quality in a person, compared to 12% for Australians over 65.  

When asked about the acts of kindness that they value the most (to both give and receive), Australians overwhelmingly believe it’s the little things that count. Our top five included: spending quality time (70%); taking the time to listen (68%); being treated with honesty (62%); saying please and thank you (59%) and words of affirmation (48%). 


As part of its Share a Little Kindness campaign, Tic Tac has released limited edition packs across all flavours (Original Mint, Orange, Fruit Adventure and Watermelon Mix) featuring messages of kindness.

Tic Tac is encouraging Aussies to be kind to themselves and others, by giving away different shared experiences. Until 10 July 2022, Aussies can simply buy any Tic Tac ‘message’ pack, find the code inside and enter their details online, for the chance to win two $100 gift cards.

Winners can share a special activity or experience with a loved one - whether that’s enjoying a delicious dinner, hitting the shops or indulging in a spa session, or dancing the night away at their favourite live music event. For more information, visit www.tictac.com/au.