How generosity became cringe
The article discusses the shift in public perception of generosity from a positive, viral trend to a more cynical view. In the early 2010s, social media facilitated charitable movements like the ice bucket challenge, but this enthusiasm has waned over the years. Today, both billionaires and everyday individuals are less inclined to engage in charitable giving, leading to a decline in donations and a loss of the initial excitement surrounding initiatives like the Giving Pledge.
- ▪In the early 2010s, social media propelled viral giving trends like the ice bucket challenge and #GivingTuesday.
- ▪Generosity has become less popular among both billionaires and everyday Americans, resulting in fewer donations to charities.
- ▪The Giving Pledge, which aimed to inspire billionaires to donate half their fortunes, has lost its momentum and is facing criticism.
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The HighlightHow generosity became cringeThe internet once enabled our culture of giving. Now it just makes us angry. by Sara HerschanderJun 3, 2026, 10:00 AM UTCShareGift Celia Jacobs for VoxSara Herschander is a fellow for Future Perfect, Vox’s section on making the world a better place. She writes about global health, philanthropy, labor, and social movements.“Elon Musk, Ryan Seacrest, and Chris Anderson of TED, consider yourself challenged,” Bill Gates bellowed from his garden. Beaming, he tugged on a candy cane-colored rope that dumped a barrel of icy cold water over his head. “You have 24 hours.
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