By Richard Carlson, President and CEO
We are more than a little proud, if not humbled, to learn that Goodwill was ranked the #1 brand for doing the most good for the world. The news debuted in a Fast Company Magazine article a few weeks ago.
Enso, a mission-driven marketing agency, commissioned the 2016 Brand World Value Index Survey to learn how consumers perceive the “world value” of 149 well-known brands.
A company’s shareholder value doesn’t necessarily reflect its value to the wider world, such as how useful its products are, the good it does for people, or how it works to minimize social and environmental harm. Hence, the survey asked people to rank companies for their perceived purpose or the extent to which they stand for something other than making money.
Quadrant Strategies, a research consultancy that works with Fortune 100 and Fortune 50 companies, political leaders around the world and major nonprofits, fielded surveys with various demographic representative samples of the U.S. populations ages 18 and up. It tested brands spanning a mix of industries and company sizes, ranging from start-ups to established companies. The index score for each brand was calculated from the following metrics: awareness of purpose + alignment with purpose + impact on purchase x active support.
In the ranking, Goodwill is followed by Amazon, Google, Kellogg’s, PayPal, Disney, Girl Scouts of America, Kraft, Johnson & Johnson, and Dove.
It is evident that collectively Goodwill has built a brand with a big purpose that resonates across demographic and psychographic lines, and that people recognize and support us as a purpose-driven organization. I thank and congratulate our staff, board of directors, volunteers, and other supporters, for their hard work and dedication to our mission that makes the Goodwill brand what it is.
To view the complete list of companies and organizations featured in the 2016 Brand World Value Index, visit enso.co/worldvalue/