goodwill

A friendly, helpful attitude towards other people or a group.

• The gift was a sign of goodwill.
• Her kindness created goodwill among the neighbours.
• Both sides showed goodwill during the talks.

How to use it: goodwill towards someone/something (The visit showed goodwill towards our neighbours.); a gesture of goodwill (They offered free repairs as a gesture of goodwill.)

Similar words: friendliness, kindness, benevolence

Opposites: hostility, ill will

Common phrases: a goodwill gesture, mutual goodwill, goodwill towards someone

The extra value a business has because customers trust it and keep buying from it.

• The sale price includes goodwill.
• The accountant valued the company’s goodwill separately.
• Customer loyalty adds to the goodwill of a business.

Common phrases: business goodwill, value of goodwill, goodwill valuation

To pay a customer’s costs voluntarily so they stay happy with the company.

• The dealer agreed to goodwill the repair.
• We goodwilled the delivery charge after the delay.
• Will the company goodwill these costs?

Similar words: cover, pay for

Common phrases: goodwill the cost, goodwill a repair