goodwill

noun

good·​will ˌgu̇d-ˈwil 

1

a

: a kindly feeling of approval and support : benevolent interest or concern

people of goodwill

b(1)

: the favor or advantage that a business has acquired especially through its brands and its good reputation

(2)

: the value of projected earnings increases of a business especially as part of its purchase price

(3)

: the excess of the purchase price of a company over its book value which represents the value of goodwill as an intangible asset for accounting purposes

2

a

: cheerful consent

accepted the terms of the contract with goodwill

b

: willing effort

good-willed

ˌgu̇d-ˈwild 

adjective

or less commonly goodwilled

Synonyms

• amity
• benevolence
• brotherhood
• charity
• cordiality
• cordialness
• fellowship
• friendliness
• friendship
• gemütlichkeit
• good-fellowship
• kindliness
• neighborliness

Examples of goodwill in a Sentence

She has goodwill toward all her coworkers.

They allowed him to keep the extra money as a gesture of goodwill.

Recent Examples on the Web

Its airdrops of aid appear to be little more than gestures of goodwill. —Elliott Abrams, Foreign Affairs, 17 Apr. 2024

People of goodwill, who genuinely believe in a peaceful future and who can prioritize their reverence for universal values over tribalism, will be the ones who bring about peace. —Ziad Asali, The Atlantic, 17 Apr. 2024

Over centuries, this public relations strategy has generally served them well, maintaining the royals’ prim and proper appearance and general goodwill among the public. —Sydney Lake, Fortune, 20 Mar. 2024

State media was quick to note that goodwill from embracing Chinese food culture will only get the United States so far. —Christian Shepherd, Washington Post, 8 Apr. 2024

Their temple — formed last summer in the affluent neighborhood of Woodland Hills when two synagogues merged — would be a beacon of goodwill and understanding, a place where L.A. Jews and Muslims could gather in mutual toleration, appreciation and grace. —Jenny Jarvie, Los Angeles Times, 4 Apr. 2024

There’s something about Craig’s generosity and goodwill that is inspiring. —Linda McIntosh, San Diego Union-Tribune, 24 Mar. 2024

And the brand had barely won back goodwill before being embroiled in more drama that May, after a Black creator accused the company of prioritizing white creators with larger followings and disregarding her feelings while on a brand trip to Miami. —Ct Jones, Rolling Stone, 8 Mar. 2024

The gesture won goodwill among parents and teachers and gave Byju’s—by then backed by the Chan Zuckerberg Initiative, Tencent, and Tiger Global—a jolt into the mainstream. —Pallavi Pundir, Fortune Asia, 1 Mar. 2024

Word History

First Known Use

before the 12th century, in the meaning defined at sense 1a

Phrases Containing goodwill

• goodwill ambassador

Kids Definition

goodwill

noun

good·​will -ˈwil 

1

: kindly feeling : benevolence

2

: the value of the trade a business has built up

3

a

: cheerful consent

b

: willing effort

Legal Definition

goodwill

noun

good·​will ˈgu̇d-ˌwil 

1

: an intangible asset that is made up of the favor or prestige which a business has acquired beyond the mere value of what it sells due to the personality or experience of those conducting it, their reputation for skill or dependability, the business's location, or any other circumstance incidental to the business that tends to draw and retain customers

2

a

: the value of projected increases in the earnings of a business especially as part of its purchase price

b

: the excess of the purchase price of a business above the value assigned for tax purposes to its other net assets

Note: The Internal Revenue Code requires the purchaser of a business to allocate the purchase price among the various types of assets. Frequently the purchase price is greater than the sum of the values of the individual assets. The excess is labeled goodwill. Because of its indefinite life, goodwill is not amortizable as an asset. The purchaser will therefore usually try to keep the allocation to goodwill as small as possible.