Goodwill® was ranked #1 in a 2016 Brand World Value Index Survey, commissioned by Enso, a mission-driven marketing agency based out of California. The news debuted in late May in a Fast Company Magazine article.
The survey asked asked people to rank companies for their perceived “purpose” — the extent to which they stand for something other than making money, and the results showed Goodwill Industries International is a mission-driven organization with a purpose that resonates across demographic lines.
In the rankings, Goodwill is followed by Amazon, Google, Kellogg’s, PayPal, Disney, Girl Scouts of America, Kraft, Johnson & Johnson, and Dove. Between February 2 and March 18 of this year, Quadrant Strategies, a research-driven consultancy that works with Fortune 100 companies, political leaders around the world, and major nonprofits, fielded three surveys among 1,000 people, each demographically representative samples of U.S. general populations ages 18 and older. They tested a total of 149 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.
We are proud and humbled to be recognized for making a difference and doing good in the world.