If one is a generous person by nature, and enjoys being generous, but one's generosity isn't appreciated and isn't reciprocated. In my opinion, this isn't fair. But what can be done about it? You can't ask someone to change who they are. It's not fair to you or anyone else to force yourself to be less generous so life will be fair. Are you just left to feel a bit ill-treated by your friends?
One solution is to start spending time with people who DO appreciate you and reciprocate your generosity. But what about when many of your close friends treat you this way? Hm. This isn't actually a personal problem I'm experiencing, but one I've discussed with others. Is there such thing as being too generous? Maybe, if you aren't satisfied with what you're receiving from others...?