Goodwill Retains Top-Five Ranking in Enso’s 2018 World Value Index

Goodwill retained its top-five ranking in the 2018 World Value Index, an annual report that measures the extent to which Americans are inspired by brands’ missions – and the extent to which that inspiration drives active support and purchase. Goodwill was number four this year, and number one in 2016 and 2017, among 200 organizations.

The ranking means that Goodwill scored extremely well in the four areas of creating “World Value,” which refer to Americans’ 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

“The Goodwill brand is built on a 100-year history of social enterprise that evolves with the changing needs of society,” said Andrea Butler, vice president of mission advancement for Goodwill of Central and Coastal Virginia. “The World Value Index demonstrates the equity of our brand, and the trust the public holds in Goodwill’s ability and commitment to maximizing human potential.”

The Index is developed by enso, a Santa Monica-based, mission-driven creative company, in partnership with research consultancy Quadrant Strategies

To read the full World Value Index report, visit: