Perhaps less obvious than either cruelty or rudeness — but no less serious — is neglect. Neglect involves ignoring other people's needs despite being able to do something about them. Neglect does not intend to harm the other person and may not even involve contact with the other person. Nevertheless, one person has the power to meet a need, knows about the need, and decides that meeting the need is not worth the time and attention. This involves a devaluation of the other person and his or her needs.
— Harold G. Koenig, Kindness and Joy