Given a chance to pay whatever they want for a slice of Newman’s Own pizza, Swifties proved the most generous, outspending fans of Olivia Rodrigo and BTS. That’s according to the results of the Generosity Index, a unique social experiment that measured generosity across the nation through a “Pay What You Want” pizza truck tour featuring Newman’s Own pies.

The Newman’s Own truck visited 11 cities around the U.S., including New York, Washington, D.C., Boston, Philadelphia, Miami, Chicago, Los Angeles, San Francisco, Columbus, Ohio, Ann Arbor-Ypsilanti, Michigan, and Menlo Park, California. The truck handed out slices in every city, and customers could choose their own price. All of the tour’s proceeds were donated to help children facing adversity through the Newman’s Own Foundation.

As the truck traveled to other major markets, it became evident that Los Angeles residents led the way nationally in generosity, spending an average of $5.54 per slice. “This unexpected outcome highlighted the city’s strong sense of community and willingness to contribute to causes that make a difference in the lives of vulnerable children,” the brand said.

In addition to geographical insights, the tour provided data on consumer generosity linked to pop culture preferences. Among fans of Swift, Rodrigo, and BTS, Swifties emerged as the most generous, spending an average of $1 more per slice than Livies. “The finding was consistent with Swift’s well-known charitable efforts and her fans’ dedication to giving back,” Newman’s Own said.

Sports rivalries also played a role in the generosity data. Yankees fans outspent Red Sox fans by 46% at the Newman’s Own pizza trucks parked outside the games, while University of Michigan fans were 50% more generous than Ohio State fans on average.

Data showed that age and disposable income had little impact on generosity. Baby Boomers and Generation X paid roughly the same amount per slice ($3.34), despite Gen X having nearly 50% more disposable income. Similarly, Millennials and Gen Z donated $2.75/slice and $2.61/slice respectively, with Millennials having almost twice the disposable income of their Gen Z counterparts.

“Taking the Newman’s Own pizza truck across the country as a social experiment on people’s generosity was an insightful experience,” said Peter Kaye, interim chief growth officer at Newman’s Own, Inc. “While the results were entertaining and sometimes surprising, they confirmed what we already knew—Americans are generous people who love Newman’s Own pizza!”

Other findings from the experiment:

• Main Street is more generous than Wall Street. Folks on Main Street in Ann Arbor paid $4.08 per slice on average compared to $2.42 per slice on Wall Street. Main Street in Columbus also proved a better spot than Wall Street, with those customers paying an average of $2.75 per slice.
• Los Angeles is more than 2.5 times as generous as Silicon Valley. Angelenos paid 267% more per slice on average than people in Menlo Park.
• Among the boroughs of New York, Staten Island was almost 3 times more generous than Queens and over 1.5 times more generous than The Bronx, Manhattan and Brooklyn. Staten Islanders paid an average of $3.38 per slice, while people in Queens paid an average of $1.21.

“We’re excited to see such great generosity in this country, to help even more kids and to continue our founder Paul Newman’s desire to make the world a better place,” David Best, president and CEO at Newman’s Own, Inc., said.