Goodwill Ranks #1 in ‘World Value’

GOODWILL® RANKS #1 ON ENSO’S WORLD VALUE INDEX FOR THE SECOND YEAR

Goodwill, the leading nonprofit provider of employment placement, job training and education services, has been ranked #1 on the annual World Value Index, an annual report that ranks world-class organizations by measuring and ranking each brand’s overall World Value, according to people’s perceptions. In the rankings, Goodwill leads Amazon, Google, Kellogg’s, Microsoft and other Fortune 100 and 500 brands.

The World Value Index is based on a nationally representative, comprehensive survey of 3,000 Americans on perception, awareness and behaviors in response to the purpose and mission of organizations and brands. The creative agency enso, which works to build mission-driven brands and Share MissionSM initiatives, developed the World Value Index. The 19 audience demographics and psychographics surveyed included the general population, elites (people who are college educated and earn more than $100,000 per year), millennials and Gen Z, Gen X, Baby Boomers, social and purpose, tech-positive, tech-skeptic, moms, dads, environmentally engaged, young and social, nonprofit engaged, Democratic, Republicans and Independents.

To earn the World Value Index top ranking on the survey, Goodwill scored extremely well in the four areas of creating World Value, which refer to public perceptions of a brand’s purpose or mission:

  • High awareness;
  • Relevant and resonant
  • A strong motivator in garnering active support
  • An influential factor in triggering purchases

“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.”

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