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Forbes recently released a list of America’s 25 Most Inspiring Companies that included Goodwill® this year for the first time.
The list was based on results from consulting firm Performance Inspired, Inc., which surveyed 2,175 consumers online to identify these “most inspiring” companies. These consumers responded by explaining the five companies they found most inspirational and why.
The Forbes article quoted Terry Barber, chief inspiration officer for Performance Inspired, as saying: “Consumers are really appreciative of the Goodwill retail stores and the perceived feel-good value they are bringing to local communities.” According to a separate Forbes article, Goodwill was one of the smaller companies on the list that did well because of a good story behind the name. “Goodwill has a tried and true history of being a household name and respected brand,” said Kim Zimmer, chief communications officer and senior vp, global affairs. “Thanks to the joint efforts of Goodwills around the movement, consumers have come to understand that by shopping and donating at your local Goodwill store, you are investing in your local community.” The research shows that consumers feel more inspired—and spend more at companies that inspire them—than ever before. In general, 92 percent of respondents said they felt inspired to share their experiences with others and another 86 would recommend the company to friends and family. Nearly 40 percent of respondents said that the nonprofit sector has a major role to play in making the world a better place. Perhaps the most encouraging statistic? More than 70 percent of respondents said they would spend more money on a company that inspires them.