goodwill
UK: ˌɡʊdˈwɪl | US: ˌɡʊdˈwɪl
n. friendly or cooperative attitude; benevolence
n. (business) the intangible value of a company’s reputation and customer relationships
The word "goodwill" combines "good" (Old English gōd, meaning "virtuous, desirable") and "will" (Old English willan, meaning "wish or intention"). It emerged in Middle English (14th century) to describe benevolent intent or friendly disposition. By the 16th century, it gained commercial usage to denote the intangible value of a business’s reputation, reflecting trust and loyalty. The morphemes retain their original meanings, making the compound semantically transparent.
The charity relies on the goodwill of volunteers.
Their goodwill gesture helped resolve the conflict.
The company’s goodwill is worth millions in brand equity.
She thanked him for his goodwill during the project.
International cooperation depends on mutual goodwill.