Co.Exist: The Brands That Do The Most And Least Good For The World—Ranked By Consumers


The surprising list, topped by Goodwill, Amazon, and Google, shows that consumers perceive "good" in a different way than the experts.


A company's shareholder value doesn't necessarily reflect its value to the wider world: how useful its products are, the good it does for people, how much it tries to minimize social and environmental harm. With that in mind, a new survey asked people to rank companies for their perceived "purpose"—the extent to which they stand for something other than making money.


Best Brands overall: 

1. Goodwill 
2. Amazon
3. Google 
4. Kellogg's
5. Paypal
6. Disney
7. Girl Scouts of the USA 
8. Kraft 
9. Johnson & Johnson 
10. Dove


Enso, a marketing agency, commissioned the survey which asked 3,000 people how they perceived the "world value" of 149 well-known organizations, from Disney to United Airlines (some non-profits were also included). The results are quite different from traditional brand valuations, like Fortune's Most Valuable Brands research, which focus on financial value to the exclusion of other considerations.



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