GOODWILL® Ranks #1 on Enso's World Value Index For The Second Year

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2017 World Value Index report unveils people’s perceptions of 150 leading brands and their perceived value to the communities and audiences they serve

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This ranking is an important statement about the work we do in the community and how well they respond and understand our mission and purpose, said John McCain president and CEO of Horizon Goodwill.

Goodwill, the leading nonprofit provider of employment placement, job training, and education services, has been ranked #1 on the annual World Value Index, an anticipated 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 as a tool for brands to measure the importance of creating “world value” for its audience segments. enso commissioned Quadrant Strategies, a research-driven consultancy that works with Fortune 100 and Fortune 50 companies, political leaders around the world and major nonprofits, to field surveys with various demographic representative samples of the U.S. population, ages 18 and up.

“This ranking is an important statement about the work we do in the community and how well they respond and understand our mission and purpose,” said John McCain president and CEO of Horizon Goodwill. “We are honored to be once again acknowledged by our communities as a valued brand.”

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

For 115 years, Goodwill has helped people find jobs, build their financial stability, and strengthen their families and communities. A social enterprise with a donated goods retail infrastructure, Goodwill receives more than 101 million donations and has more than 3,200 stores, as well as an auction site,®, the first nonprofit Internet auction site. Goodwill creates direct services for millions of people each year, resulting in positive social and environmental outcomes for the global community.

“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 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 read the full World Value Index report, go to View the Fast Company
article to read more about the Brand World Value Index report.

About Horizon Goodwill:
Horizon Goodwill Industries, whose mission is “Removing Barriers, Creating Opportunities,” is a non-profit organization dedicated to ensuring that all people have access to employment despite significant obstacles. Horizon Goodwill serves over 5,000 clients annually in a 17-county region that includes parts of the states of Maryland, Pennsylvania, Virginia, and West Virginia. For more information, please visit
@HorizonGoodwill #removingbarriers #creatingopportunities #Goodwill#1WorldValueIndex

About enso

enso is a mission-driven creative company. We build mission-driven brands and Shared Mission initiatives that drive social impact at scale. Five years ago, we set out with the belief that the future of marketing is people and brands with shared values working together to drive business success with positive impact. Today, we are leading the paradigm shift from the campaign mindset, traditionally developed by marketers around a brand’s singular mission, to Shared Mission initiatives, where the ultimate goal is not the success of one organization, but rather the achievement of a mission that serves all stakeholders.

Based in Los Angeles, our client partners include Google, Khan Academy, Atlantis, OfferUp, Omidyar Network, Everytable, and The Nature Conservancy. Through our network of Shared Mission collaborators, enso has built a new framework for collective action and cross-sector solutions to the urgent problems of our time. Recent missions have included rebuilding trust in neighborhoods, creating abundant internet access for everyone, establishing the basic right to literacy, generating wealth by solving the climate crisis and transforming a mega resort by fostering a flourishing culture and ecology in which the entire country operates. For more information, please visit

About World Value Index

The World Value Index is an annual report that explores a new way to measure brand value, ranking 150 reputable organizations according to the extent people are aware of and willing to support actively, the organization’s purpose and mission created. The World Value Index is developed by enso, a mission-driven creative company, in partnership with research consultancy Quadrant Strategies, to help brands people see as most valuable and are most motivated to support.

To read the full report, go to

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Tracie Hovey
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Horizon Goodwill Industries
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