Does kindness matter? Discourses on kindness during the pandemic

Purpose Our research takes inspiration from stories of kindness in the context of the COVID-19 global pandemic and investigates what generational entrants, namely those entering the workforce in large numbers, dubbed emerging leaders (ages 19–39) think of the phenomenon of kindness and its potential role in organizations. Guiding the study is the question: “What can emerging leaders tell us about kindness and work?” Design/methodology/approach Adopting discourse analysis fused with kindness as research praxis, we conducted 66 qualitative interviews with young leaders (born between 1981 and 2001) across North America, Europe and Africa. Interviews were conducted in the summer and fall of 2020. Findings Our research sets out to expand theorizing related to kindness as a phenomenon, illustrates implications relevant to management and organizational studies and offers insights into the value of kindness as research praxis. This paper makes three related contributions and one methodological one: (1) it contributes to the literature on kindness and how it can be theorized in management and organizational studies, (2) it explores emerging leaders perceptions of kindness in a pandemic context, (3) it offers insights into how kindness might be leveraged as a model of moral and ethical behaviour valued in organizational environments, and (4) the paper promotes epistemic properties of kindness when fused with research praxis. Originality/value Authored during a rapidly unfolding scholarly conversation on the influences of the pandemic on organizational life, our research draws insights from experiences of kindness during COVID-19. This paper applies discourse analysis fused with kindness as research praxis to an understudied area of human behaviour (kindness) which has implications for management and organizational theory and practice. These implications include: (1) individual kindness capacity or inclination towards kindness behaviour that may be depleted by stressors such as the pandemic, (2) that kindness has socially contagious qualities, (3) and kindness as praxis has material benefits in the context of research methods, benefiting the research team and the research outputs.