Goodwill, the leading nonprofit provider of employment placement, career training and education services, again has been ranked No. 1 on the annual World Value Index, an anticipated annual report that ranks world-class organizations by measuring each brand’s overall World Value, according to people’s perceptions. In the rankings, Goodwill leads Amazon, Google, Kellogg’s, Microsoft and other Fortune 500 brands.

The World Value Index is based on a 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 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, to field surveys with various demographic representative samples of the U.S. population, ages 18 and up.

“This recognition attests to Goodwill’s work and acknowledges that our purpose of providing ‘hand-up’ career services resonates among the communities that we serve,” said James K. Stiff, President of Goodwill Industries of Middle Georgia and the CSRA. “We are honored that Goodwill not only is featured on this list, but is recognized as the No. 1 brand based on the value provide in our communities worldwide.”

For 115 years, Goodwill has helped people find employment, build financial stability, and strengthen their families and communities. A social enterprise with a donated goods retail infrastructure, the 175 autonomous Goodwills receive more than 101 million donations and operate more than 3,200 stores, as well as an nonprofit auction site, shopgoodwill.com. 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.”