Goodwill is a friendly, generous feeling toward others, often shown through kindness and helpfulness. When you approach someone with goodwill, you genuinely want good things for them. A teacher showing goodwill might spend extra time helping a struggling student. Neighbors demonstrate goodwill by shoveling each other's sidewalks after a snowstorm without being asked.

The word suggests a warm, sincere desire to help or support someone that goes beyond surface politeness. After an argument, two friends might show goodwill by forgiving each other and moving forward without holding grudges. International goodwill means countries trying to maintain friendly relationships and help each other.

In business, goodwill has a specific meaning too: it's the good reputation a company builds over time. When customers trust a store because it has always treated them fairly, that trust is part of the store's goodwill. This reputation has real value. If the store were sold, the new owner would pay extra for that established goodwill because customers are more likely to keep shopping at a place they already know and trust.

People sometimes talk about gestures of goodwill, meaning actions taken specifically to show friendliness and build trust, like bringing cookies to new neighbors or offering to help organize a community event.