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Goodwill is Highest Ranked Brand in its Category Based on the 2015 EquiTrend Equity Score
March 26, 2015 – By Charlene Sarmiento
ROCKVILLE, MD — Goodwill was named the Disability Nonprofit Brand of the Year as part of the 2015 Harris Poll EquiTrend® Study, an annual brand equity study which was released this week. The study ranked consumer awareness and perception of charitable nonprofit brands based on three factors — familiarity, quality and purchase consideration — that result in a brand equity rating for each brand. The study, which was conducted for the 27th year, surveyed more than 38,000 Americans who assessed brands across 148 categories.
For more than 110 years, Goodwill has helped people navigate the challenges they face when seeking employment, including disabilities, lack of education or work experience, and other factors that make it difficult for them to gain employment and build careers. Goodwill staff members work with people to develop their employment skills, including résumé writing, job interview practice, job search help and other career services.
Roughly four out of five people with disabilities nationwide are outside of the labor force. People with disabilities can receive a number of services through Goodwill, including access to assistive technology, soft skills training, occupational therapy, transportation, and other accommodations that may be needed to perform their jobs. In addition, Goodwill trains people to work in a variety of high-growth industries outside of Goodwill such as computer programming, construction, financial services, health care and many others.
“At Goodwill, we know firsthand the benefits of having a diverse and inclusive workforce and believe that all people, including those with disabilities, need to be integrated into the workforce to make our economy stronger,” said Jim Gibbons, president and CEO of Goodwill Industries International.
Harris Poll EquiTrend is based on a sample of 38,670 U.S. consumers ages 15 and over surveyed online in English between January 8 and February 2, 2015. , Of the 1,410 total brands included in this year’s study, each respondent was asked to rate a total of 40 randomly selected brands. Each brand received approximately 1,000 ratings. Data were weighted to be representative of the entire U.S. population of consumers based on age by sex, education, race/ethnicity, region, and income; and data from respondents ages 18 and over were also weighted for their propensity to be online. Respondents to this survey were selected from among those who have agreed to participate in Harris Poll surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the survey, no estimates of theoretical sampling error can be calculated.
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About Goodwill Industries International
Goodwill Industries International is a network of 165 community-based agencies in the United States and Canada with a presence in 14 other countries. Goodwill is one of America’s top 20 most inspiring companies (Forbes, 2014). Goodwill agencies are innovative and sustainable social enterprises that fund job placement programs and other community-based services by selling donated clothing and household items in more than 3,000 stores and online atshopgoodwill.com®. Local Goodwill agencies also build revenue and create jobs by contracting with businesses and government to provide a wide range of commercial services, including packaging and assembly, food services preparation, and document imaging and shredding. In 2013, more than 9.8 million people in the United States and Canada benefited from Goodwill’s career services. To learn more, visit goodwill.org.
About The Harris Poll®
Over the last five decades, Harris Polls have become media staples. With comprehensive experience and precise technique in public opinion polling, along with a proven track record of uncovering consumers’ motivations and behaviors, The Harris Poll has gained strong brand recognition around the world. The Harris Poll offers a diverse portfolio of proprietary client solutions to transform relevant insights into actionable foresight for a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer packaged goods. Contact us for more information.