Many companies say they have goals beyond making money — including work on systemic social, environmental, and economic problems.
Enso asked 3,000 consumers about the top 150 brands in the US, including Google, Coca-Cola, and Nike. A portion of these participants were people who identify as or lean Republican.
The company found that ideological divides are playing out in brand preference. In Enso’s survey, 53% of Republicans (compared to 35% of Democrats and 41% of the general population) said they “trust business leaders to do what is right.”
“In an age when presidential policies and complex social conversations are aired in 140 characters or less, and when narratives morph in real-time to keep up with changing public opinion, it’s no surprise that brands, such as Starbucks and ExxonMobil, are getting caught up in the deep division of values and visions of the future,” the report reads.
On a scale of 1 to 100, participants 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 top-rated scores from Republicans that deviate furthest from scores from the general public are below:
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.