Goodwill® Remains in Top Honors on Enso’s World Value Index

2018 World Value Index report unveils people’s perceptions on 200 businesses, nonprofits and cultural brands, measuring their perceived value to the communities and audiences they serve

ROCKVILLE — Goodwill was ranked the #4 nonprofit on the third annual World Value Index, a report that measures people’s perception of brands and the extent to which that perception motivates public active support. Goodwill has remained in the top five ranking of this report for the past three years.
The World Value Index is developed by enso, a Santa Monica-based company creating impact at scale by building mission-driven brands and shared missions through fearless creativity and collaborative action. enso created the World Value Index as a tool for brands to realize their potential for positive impact.
Being ranked one of the top five nonprofits on the World Value Index means that Goodwill has scored extremely well in the four areas of creating world value, which refers to Americans’ perceptions of a brand’s purpose or mission. These areas are:

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

“It is an honor to remain one of the nation’s top brands whose mission resonates with consumers,” said Kim Zimmer, chief marketing officer and senior vice president director of global development at Goodwill Industries International. “Local Goodwill organizations are committed to serving their communities through the power of work, and this recognition demonstrates that the public understands and supports that.”
The World Value Index was created based on a nationally representative, comprehensive survey of 4,000 Americans on perception, awareness and behaviors in response to the purpose and mission of organizations and brands. 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. populations ages 18 and up.
The 20 audience demographics and psychographics surveyed include the general population, including millennials, Gen Z, Gen X, Baby Boomers, moms, dads and those of diverse social and political demographics.
“Creating value in the world today is not just about selling things, but also inspiring people around a greater mission,” said Sebastian Buck, enso’s co-founder and strategic lead. “By doing this research, we aim to shed new light on value creation, and prompt reflection and debate on how organizations like Goodwill create enduring value for the world.”
To read the full World Value Index report, visit:
About Goodwill Industries International
Goodwill Industries International (GII) is a network of 162 community-based, autonomous organizations in the United States and Canada with a presence in 13 other countries. GII is a 501(c)(3) nonprofit that is recognized by GuideStar with its Platinum Seal of Approval, the organization’s highest rating for charities. GII was the only nonprofit brand rated in Forbes’ 20 most inspiring companies for three consecutive years. Local Goodwill organizations are innovative and sustainable social enterprises that create employment placement, job training programs and other community-based programs by selling donated clothing and household items in more than 3,300 stores collectively and online at®. Local Goodwill organizations build revenues and create jobs by contracting with commercial, state, government and non-government organizations to provide a wide range of business services, including janitorial, staffing services, food service preparation, manufacturing and contracts packing, reverse logistics, document imaging and shredding, and laundry services. Last year, local Goodwill organizations collectively placed more than 288,000 people in employment in the United States and Canada. In addition, more than 38 million people used computers and mobile devices to access Goodwill education, training, mentoring and online learning services to strengthen their skills, and more than 2 million people received in person services. To learn more, visit
For more information or to find a Goodwill location near you, use the online locator at or call (800) GOODWILL. Follow us on Twitter: @GoodwillIntl and @GoodwillCapHill, and find us on Facebook and Instagram: GoodwillIntl.
About enso
enso creates impact at scale by building mission-driven brands and Shared Missions through fearless creativity and collaborative action. We were founded six years ago 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 Missioninitiatives, 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 clients 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 tackle 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.
If you have any questions or are interested in a deeper dive into a brand or segment, please contact us: [email protected]
About World Value Index
The World Value Index is an annual report that explores a new way to measure brand value, ranking 200 well-known organizations according to the extent people are aware of, and willing to actively support, 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