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Goodwill tops world value survey

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Second straight year the charity has been honored

For a second consecutive year, Goodwill has been ranked No. 1 in a survey measuring people’s perceptions of the global value of major brands.

Goodwill, the leading nonprofit provider of employment placement, job training, and education services, topped brands such as Amazon, Google, Kellogg’s, Microsoft and other Fortune 100 and 500 brands in the 2017 World Value Index. The survey 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.

To earn the World Value Index top ranking on the survey, Goodwill scored extremely well in the four areas of creating World Value, which refers to public perceptions of a brand’s purpose or mission: High awareness, relevance, and resonance, a strong motivator in garnering active support and an influential factor in triggering purchases.

The creative agency enso, which works to build mission-driven brands and Share Mission initiatives, developed the World Value Index as a tool for brands to measure the importance of creating “world value.” The surveys of various demographic samples of the U.S. population ages 18 and up were conducted by Quadrant Strategies.

“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.”

Goodwill Industries International is a network of 162 independently operated, community-based organizations across the U.S. and Canada with a presence in 13 other countries. In Apopka, Goodwill is located at 701 South Orange Blossom Trail, and at 1312 East Semoran Boulevard.

To view the complete list of companies and organizations featured in the 2017 World Value Index, or to receive a copy of the full report, visit enso.co/worldvalue.

Goodwill Industries

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