Jeni-Anne Campbell redefines generosity in business, showing that purposeful leadership and small acts of care can transform teams and workplaces.
South Africa (25 November 2025) – In a world that’s always chasing targets, deadlines and profit margins, Jeni-Anne Campbell, the founder of JAW Advertising and author of Feeding Unicorns is reminding us that generosity in business is not about money. It’s about how we lead.
She asks, “What if generosity wasn’t about budgets at all, but rather about leadership?”
Jeni-Anne believes generosity is not only for big companies with big budgets, but rather something anyone can practice. It’s how you reply to an email, how you mentor someone, how you treat people when you’re not in the mood. It’s culture, not charity.
“I grew up in a home where kindness was never measured in rands. My mom was a single parent, so there was never much to spare, but our table always had room for one more. The lesson that giving isn’t a luxury, but a choice, has inherently shaped how I lead today.”
According to Jeni-Anne, real generosity is practical. It shows up in five simple ways that do not require you to have deep pockets:
- Pay well, not just fairly – respect shows up in the numbers
- Mentor actively – open doors, share the room, pass the mic
- Embed kindness in policy – flexibility and mental health should not be perks
- Use your platform to amplify others – credit isn’t meant to be hoarded
- Model generosity daily – “Say thank you and notice extra effort.”
One of her favourite principles is called “Care for the Next.” Make choices that make life easier for the next person, even if they never know. Save the file properly. Replace the toilet paper. Push the trolley back. The small things add up to a culture of respect.
When people feel valued, they deliver and show up. Generous leadership builds loyalty, energy and resilience. It does fuel a good strategy.
“I truly believe that in business, a simple choice can transform culture, loyalty, and how your employees show up.”
So, as Jeni-Anne puts it, you don’t need a big budget to lead generously, just daily choices to put people first.
Sources: Supplied
Don’t ever miss the Good Things. Download the Good Things Guy App now on Apple or Google.
Do you have something to add to this story? Please share it in the comments or follow GoodThingsGuy on Facebook and Twitter to keep up to date with good news as it happens, or share your good news with us by clicking here or click the link below to listen to the Good Things Guy Podcast with Brent Lindeque – South Africa’s very own Good Things Guy. He’s on a mission to change what the world pays attention to, and he truly believes there’s good news around us. In the Good Things Guy podcast, you’ll meet these everyday heroes and hear their incredible stories:
Or catch an episode of Good Things with Brent Lindeque or our Weekly Top 5 below. The videos here are always changing, updated with the latest episodes from these two shows. Both are part of Good Things TV, created to bring South Africans balance at a time when the news can feel overwhelmingly negative. Our goal is simple: to remind you that there are still so many good things happening in our country – and to leave you feeling a little more proudly South African.
by 