goodwill

American  

[good-wil] / ˈgʊdˈwɪl /

Or good will

noun

1. friendly disposition; benevolence; kindness.

   Synonyms:

   friendliness

2. cheerful acquiescence or consent.

3. Commerce. an intangible, saleable asset arising from the reputation of a business and its relations with its customers, distinct from the value of its stock and other tangible assets.

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goodwill British  

/ ˌɡʊdˈwɪl /

noun

1. a feeling of benevolence, approval, and kindly interest

2. (modifier) resulting from, showing, or designed to show goodwill

   the government sent a goodwill mission to Moscow

   a goodwill ambassador for UNICEF

3. willingness or acquiescence

4. accounting an intangible asset taken into account in assessing the value of an enterprise and reflecting its commercial reputation, customer connections, etc

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Related Words

See favor.

Etymology

Origin of goodwill

First recorded before 900; Middle English; Old English gōd willa. See good, will ²

Explanation

Use the noun goodwill just the way it sounds, to describe friendliness or helpfulness. Giving your subway seat to an elderly man is a gesture of goodwill. Goodwill can also be spelled as two separate words, good will, but either way it joins good, from the Old English word for "virtuous," god, and will, in Old English willa, or "wish." So when you wish someone well — when you feel friendly or compassionate — you have goodwill toward that person.

Example Sentences

The company is burning usage rates and a good bit of customer goodwill.

From Slate • Apr. 14, 2026

CarMax recorded a $141.3 million goodwill impairment charge during the fiscal fourth quarter, driven by its falling stock price and weak financial performance.

From Barron's • Apr. 14, 2026

Return on tangible common equity, or ROTCE, has become a standard measurement of earnings power for banks, with the denominator excluding intangible assets, such as deferred tax assets, loan-servicing rights and goodwill.

From MarketWatch • Apr. 9, 2026

Sharif also asked Iran's leaders to "open Strait of Hormuz for a corresponding period of two weeks as a goodwill gesture".

From BBC • Apr. 7, 2026

He’s no philosopher, but he understands action without goodwill to equal as much as half an equation.

From "Typical American" by Gish Jen