(You like us. You really, really like us.)
“Jobs,” “donations,” “clothes,” “people,” “help,” “need,” “disabled” … these are the most common words people used to describe Goodwill’s brand purpose when they were surveyed for the annual World Value Index report. For the second year in a row, Goodwill, was rated as the #1 brand (!) in terms of perceived value and purpose – outranking Amazon, Google, Microsoft, and other prestigious organizations. Not too shabby.
Unlike other studies that measure things such as a company’s financial performance, shareholder value, or impact metrics – the World Value Index reveals how American consumers rank the importance of a brand’s mission or purpose, and the extent to which the brand aligns with what they care about and they feel are deserving of support.
The creative agency enso developed the World Value Index in 2016 as a tool for brands to measure the importance of creating “world value” for its audience segments.
“Today, at a time when people have more choices, and greater access to information, the strength of a brand’s purpose is more important than ever,” said Sebastian Buck, enso’s co-founder and strategic lead. “With the World Value Index, our research centers around whether people can identify a brand’s purpose and mission, and the extent to which that purpose reflects society’s values. In other words, the ability of brands like Goodwill to create World Value is a testament to its relevance.”
The gratification that comes with this ranking is it attests to our work and acknowledges that Goodwill’s purpose resonates with the communities that we serve. We are honored to be so highly regarded based on our value, mission, and impact.
To read the full World Value Index report, go to http://enso.co/worldvalue/