Brits would rather be remembered as kind than rich and attractive after they die

Brits want to be remembered as kind, funny and generous when they pass away – rather than attractive, wealthy and powerful.

Research of 2,000 adults found 43% want to be remembered for being a good person, while a quarter (25%) want to be thought of as funny.

Loyal, helpful and a good listener are also attributes Brits want associated with them as part of their legacy.

While others want to be thought of as loving, happy and a good husband or wife, and 21% want to be remembered as being charitable.

Rob Cope, speaking ahead of Remember A Charity Week from 6th-12th September, said: “Our research shows that people value being a good person and doing the right thing far more greatly than their social standing or wealth.

“What you do in life could leave a lasting legacy for the next generation.”

The study also revealed 10% more Brits regret not giving enough time to charitable causes close to their heart – compared to pre-Covid times.

When it comes to life’s biggest regrets, 34% rue not having travelled enough so far – a 15% rise from pre-Covid levels.

Other regrets which have become more prominent since the pandemic include spending too much time at work (12% increase) and spending too little time with family (10% increase).

It also emerged that almost two-thirds (65%) believe it's important to leave behind a positive legacy.

And 46% are happy to give a small percentage of their will to charity – six per cent more than before the pandemic began.

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Compared to 2019, two thirds of those polled now recognise that charities depend on gifts in wills – an eight per cent increase in awareness of their importance.

Will donations fund six in 10 lifeboat launches and a third of Cancer Research UK’s lifesaving research work – as well as supporting an increasing number of smaller and community-based charities financially.

This year, one million legacies will have been left by generous Brits over the past decade, with gifts in wills said to raise more than £3 billion for good causes annually.

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Rob Cope, director of Remember A Charity, which has teamed up with former Strictly judge Len Goodman for the fourth year running, added: “With 60% of Brits hoping to be an inspiration to others once they’ve passed, leaving a gift to charity in your will – once friends and family have been looked after – is a great way to do this.

“As our research shows, more people are also aware of the critical importance of gifts in wills, and that you don’t need to be donate large sums of money. Whatever amount you’re able to give, it will make a big difference.”

To find out more or to take part visit

Top 20 ways Brits want to be remembered

  1. Good person

  2. Kind

  3. Caring

  4. Loyal

  5. Helpful

  6. Good listener

  7. Loving

  8. Happy

  9. A good husband / wife

  10. Being my own person / true to myself

  11. Good parent

  12. Easy going

  13. Hardworking

  14. Fun / funny

  15. Family orientated

  16. Generous

  17. Witty

  18. Good son / daughter

  19. Patient

  20. Good at my job

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