Strategy The 9 brands 'elite' wealthy Americans think do the most good for the world

  • Published:

The 2017 World Value Report reveals which companies wealthy, college-educated Americans believe have missions besides making money.

Michelle Obama, Lisa Jackson, and Time Cook take a selfie with a (Red) iPhone. play

Michelle Obama, Lisa Jackson, and Time Cook take a selfie with a (Red) iPhone.

((Red)/Instagram)

Many companies say they want to do more for the world beyond making money — including work on systemic social, environmental, and economic problems.

The World Value Index, a report from brand consultancy Enso, reveals the companies that wealthy, college-educated people in the US believe are actually making an impact.

Enso asked 3,000 consumers about the top brands in the US, including McDonald's, Verizon, and Bank of America. A portion of these participants were what Enso calls "elites:" Americans with at least a college education who earn $100,000 or more as their personal annual income.

On a scale of 1 to 100, they rated the companies based on the following questions: "How aware are you of the brand's purpose or mission beyond making money?" "Is the brand's purpose or mission something that you would openly support and care about?" "And does the brand's purpose or mission motivate you to buy products or services from them?"

Companies with scores from "elite" Americans that deviate furthest from rankings by the general public are below:

9. (Red)

9. (Red) play

9. (Red)

((Red)/Instagram)


8. Trader Joe's

Jason Baglin restocks chips as shoppers line up inside Trader Joe's for the grand opening on 14th Street on March 17, 2006 in New York City. play

Jason Baglin restocks chips as shoppers line up inside Trader Joe's for the grand opening on 14th Street on March 17, 2006 in New York City.

(Getty Images/Michael Nagel)

Enso conducted its surveys in February 2017, which means that Uber's high ranking could have changed since then, considering the company's recent scandals.



7. Morgan Stanley

7. Morgan Stanley play

7. Morgan Stanley

(Reuters)


6. American Airlines

6. American Airlines play

6. American Airlines

(AP/LM Otero)

Note: Morgan Stanley and American Airlines had an equal deviation index score from the general population.



5. American Express

5. American Express play

5. American Express

(Glassdoor)


4. Starbucks

A staff serves beverages at a Starbucks coffee shop in Seoul, South Korea, in this March 7, 2016, file photo. play

A staff serves beverages at a Starbucks coffee shop in Seoul, South Korea, in this March 7, 2016, file photo.

(REUTERS/Kim Hong-Ji)


3. Chobani

Inside the Kickstarter office in New York City. play

Inside the Kickstarter office in New York City.

(Chobani Instagram)


2. Khan Academy

Sal Khan, the founder of the free online education platform Khan Academy. play

Sal Khan, the founder of the free online education platform Khan Academy.

(Khan Academy)


1. Patagonia

1. Patagonia play

1. Patagonia

(Patagonia)


24/7 Live - Subscribe to the Pulse Newsletter!