Goodwill®, a leading nonprofit provider of job training, employment placement services and other community-based programs, was ranked #1 in the 2016 and 2017 Brand World Value Index, commissioned by enso, an agency creating world value through mission-driven creativity. Goodwill leads many Fortune 100 brands.
The survey measures how consumers perceive the “world value” of well-known organizations, from Disney to United Airlines and some nonprofits like Girl Scouts of the USA, YMCA and Save the Children. The brands of companies and nonprofits are measured by awareness of purpose, alignment with purpose, whether people will actively support that purpose, and if purpose impacts purchase.
The world index is provided by people and not shareholders.
The nonprofit Goodwill® brand topped the list at number one of 150 worldwide recognized brands in 2016 and 2017.