The Brands That Do The Most And Least Good For The World--Ranked By Consumers

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.

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