goodwill Definition

  • 1friendly, helpful, or cooperative feelings or attitude
  • 2a good reputation
  • 3an intangible asset of a business that reflects the value of its reputation, customer relations, and other factors that contribute to its public image

Using goodwill: Examples

Take a moment to familiarize yourself with how "goodwill" can be used in various situations through the following examples!

  • Example

    The company's goodwill towards its customers is reflected in its excellent customer service.

  • Example

    The new CEO worked hard to restore the company's damaged goodwill.

  • Example

    The donation was made out of goodwill.

  • Example

    The two countries signed a treaty of goodwill.

goodwill Synonyms and Antonyms

Synonyms for goodwill

Antonyms for goodwill

Idioms Using goodwill

  • to damage one's reputation or lose the trust and support of others


    The company's decision to lay off workers caused it to lose goodwill among its employees and customers.

  • to do something to improve one's reputation or gain the favor of others


    The politician made a donation to the local school as a way to buy goodwill with the community.

  • to promote kindness and friendliness towards others


    The organization's mission is to spread goodwill and improve the lives of those in need.

Phrases with goodwill

  • with friendly or cooperative intentions


    We should approach the negotiations in goodwill, seeking a mutually beneficial agreement.

  • an act intended to show kindness or goodwill towards someone


    As a goodwill gesture, the company offered to refund the customer's purchase.

  • a person who promotes goodwill and understanding between nations or groups


    The actress was appointed as a goodwill ambassador for the United Nations.

Origins of goodwill

from Old English 'gōdwillende', meaning 'well-disposed'


Summary: goodwill in Brief

The term 'goodwill' [ˌɡʊdˈwɪl] refers to friendly, helpful, or cooperative feelings or attitude, a good reputation, and an intangible asset of a business. It is exemplified by phrases like 'in goodwill,' 'goodwill gesture,' and idioms like 'lose goodwill,' which means to damage one's reputation, and 'buy goodwill,' which means to improve one's reputation.

How do native speakers use this expression?