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.
