Coming Soon: World Value Index 2017

How People Perceive Brands’ Purpose

To be one of the first to get the 2017 results on June 6th, signup here.

Last year, enso set out with an ambitious goal: to successfully measure how people value a brand’s purpose beyond making money, signifying a shift from shareholder values to shared values. To do this, we worked with research firm Quadrant strategies to develop a methodology to rank brands’ purpose relative to each other, and the extent to which people will work on behalf of brands’ to advance that purpose.

While last year’s report was just enso’s first step on the way to achieving this goal, the index was anything but short on interesting findings. Mission-driven TOMS, with a fraction of the marketing budget, ranked higher than Nike amongst millennials; high-priced Patagonia was scored low by the general population but shot up the rankings in the Elites segment; and brands like PayPal, Amazon, and Google graced the top ten showing the importance of everyday utility or as Fast Company put it, “consumers perceive ‘good’ in a different way than the experts.”


The last year has been surprising to say the least — Brexit happened, Donald Trump unexpectedly won the presidency, the term “fake news” became part of the cultural discourse, and social media has increasingly become an echo chamber. Social trust in institutions and each other has continued to erode to historical lows, and the globalism versus nationalism fire has seemed to rage brighter than ever. At the same time, we have seen a level of activism that hasn’t been present since the civil rights movement; there are more socially conscious options in almost every industry; and more people and companies are committing to a better tomorrow. With all of this as a cultural backdrop, we have been anxious to see how this plays out in people’s perception of brands’ purpose and mission.

We are excited to announce that the first week of June, we will be releasing the 2017 World Value Index. Once again, we worked with Quadrant strategies to survey Americans’ perspectives on 150 brands’ missions.

What’s new in this year’s index

This year we made a three big additions to our survey to further our understanding.

  • To gain a deeper understanding of how people internalize each brand’s purpose or mission, we collected open-ended responses on how they perceived each brand’s purpose.
  • We added new audience segments such as multiculturalism, those interested in experiencing other cultures; active participators, those who have recently taken action online or in person on an issue that is important to them; lower income; and more.
  • We included attitudinal and behavioral questions that speak to the cultural zeitgeist.

While we don’t want to give away too much just yet, there has been some very interesting brand movement within the index showing a change in relative perception between different brands and the new audience segments offer a captivating look at how a few of the prevailing moods in culture are affecting the perceptions of brands.

To be one of the first to get the 2017 results on June 6th, signup here.


Brands included in this year’s report:

(RED), AAA, Adidas, Airbnb, Allstate, Always, Amazon, American Airlines, American Express, Annie’s Homegrown, Apple, AT&T, Atlantis Paradise Island, Audi, Axe, Bank of America, Barbie, Ben & Jerry’s, BMW, Boeing, Budweiser, Canon, Caterpillar, Chase Bank, Chevrolet, Chevron, Chipotle, Chobani, Cisco, Citi, Clif Bar, Coca-Cola, Colgate, Comcast, Coors, CVS Pharmacy, Delta Air Lines, Disney, Doritos, Dove, Ebay, Eileen Fisher, ESPN, Etsy, Exxon Mobil, Facebook, FedEx, Fitbit, and Ford.

Geico, General Electric, Girl Scouts of America, Goldman Sachs, Goodwill, Google, H&M, Heineken, Hewlett-Packard, Home Depot, Honda, Honest Company, IBM, IKEA, Intel, Johnson & Johnson, Kellogg’s, Khan Academy, Kickstarter, KIND, Kraft, Kroger, L’Oréal, LAY’S, LEGO, Levi Strauss, LinkedIn, Lipton, Lowe’s, Lululemon, Lyft, Marlboro, Mastercard, McDonald’s, Medium, Method, Microsoft, Monsanto, Morgan Stanley, NBC, Nestle, Newman’s Own, NIKE, NPR, OfferUp, One Campaign, Oracle, Pampers, Pandora, Panera,Patagonia, PayPal, Pepsi, Petfinder, Pfizer, and Proctor & Gamble.

Ralph Lauren, Red Bull, REI, Salesforce.com, Samsung, Save The Children, Seventh Generation, Snapchat, SolarCity, Sony, Southwest Airlines, Spotify, Starbucks, State Farm, Subway, SunChips, T-Mobile, Target, Tesla, The North Face, Thomson Reuters, Time Warner, TOMS, Toyota, Trader Joe’s, Twitter, Uber, Unilever, Uniqlo, United Airlines, UPS, Venmo, Verizon, VICE, Virgin, Volkswagen, Wal-Mart, Wells Fargo, Whole Foods, Wikipedia, World Wildlife Fund, Yahoo, YMCA, Yoplait, and Zappos.

If you’re from one of the brands mentioned in the report and would like a detailed report of how you did on the World Value Index please reach out to worldvalue@enso.co


enso is a mission-driven creative company. We build mission-driven brands and shared missions. Find us at enso.co and medium.com/enso