"Inspiration is hard to come by. You have to take it where you find it." - Bob Dylan
Some us of are inspired by people or places. Others are moved by experiences, nature, art, music, or dreams and fears. And according to an Atlanta-based management consulting firm, 89% of us find inspiration in at least one brand or corporation.
To identify America’s 25 most inspiring companies, Performance Inspired, Inc., a consulting and training firm that helps organizations elevate performance through the science of inspiration, surveyed 4,738 consumers.
Conducted online, the survey asked respondents which five companies they find most inspirational, and why. It also asked them to describe their most recent encounter with each company.
The goal of the survey was to find a correlation between successful companies and those that inspire their consumers. “According to our latest research, consumers are not only feeling inspired by certain businesses, but are acting inspired by spending more with these companies while evangelizing to others about their inspiring experience,” says Terry Barber, chief inspiration officer for Performance Inspired. “We now see there are four dimensions of inspiration that matter most to consumers.”
The survey also showed that inspired consumers feel like they are a "part of a company’s mission for making the world a better place," he says. “They don’t feel like they are just helping a company make money; they feel that they are a part of doing good when they support their most inspiring companies.”
In Pictures: America’s 25 Most Inspiring Companies
Microsoft, the 38-year-old Redmond, Wash.-based software giant, returned to the No. 1 spot after a two-year hiatus. In 2011 and 2012 Apple landed at the top of the heap—while Microsoft held the No. 3 and No. 5 spots, respectively. But thanks to the company's philanthropic initiatives, passionate employees and stellar leadership, it reclaimed the title of America's Most Inspiring Company this year.
“There is clearly an emphasis within Microsoft to give back,” Barber says. “In speaking with their employees, Bill Gates is often quoted saying, ‘we have been given much and therefore much is expected of us.’ What is impressive is that it is not just the Bill and Melinda Gates Foundation worthy of this reputation. The company has donated to over 31,000 nonprofits since 1983 and raised over $1 billion through employee giving. Every Microsoft employee is given the opportunity to have their personal cash contribution matched by the company, dollar for dollar, for up to $12,000. That’s impressive.”
He adds: “Many respondents were aware that Microsoft makes huge profits and they actually applauded because it was so obvious to them that Microsoft uses its profit and influence to help make the world a better place.”
Lori Forte Harnick, general manager of Microsoft Citizenship and Public Affairs, says: “We are honored that people feel inspired by Microsoft and our commitment to making the world a better place. We strive to support a culture of giving, and we are proud that so many of our employees donate their time, energy and money to support great causes around the world. With $1 billion raised for nonprofits since 1983, we have our sights set on the future – and how we’ll raise our next billion dollars to help make a difference in the lives of many people around the world.”
Other big names on the list, like The Coca-Cola Company (No. 11), Starbucks (No. 13) and Whole Foods Market (No. 16) were applauded for having strong, inspiring leadership and passionate employees, among other things.
“The common thread in these three companies is that the CEO’s had name recognition among consumers as inspirational leaders,” Barber says. “Each one was known by consumers as being visionary, purpose driven, and humble. In all three cases, consumers also gave them incredibly high marks for having a passionate group of employees who are clearly inspired by their work.”
Muhtar Kent, chairman and chief executive of The Coca-Cola Company, says: “It is certainly a very special thing for people to find Coca-Cola inspirational. As stewards of such a widely known and well-loved brand, we’re continuously striving to make Coca-Cola shine just a little brighter. That’s what we try to do as Coke salespeople each and every day. Even so, we know that the inspiration people find in our company begins with Coca-Cola itself—this uniquely delicious and refreshing beverage that’s been lifting people’s spirits and bringing them together for over a century and a quarter.”
Kent says Coca-Cola has always tried to make a lasting, positive difference on behalf of the people and communities they serve, “from towering cities to humble villages.”
“This is a very real part of our heritage, going back to the days of our greatest leader and beyond,” he explains. “Robert Woodruff, who led our business for more than half of the last century, was instrumental in building up our hometown of Atlanta through his generosity, compassion and vision. The rich legacies of those who built Coca-Cola live on today, inspiring us as we seek to advance the well-being of families and individuals across more than 200 countries.”
Consumers invite Coca-Cola’s 500-plus brands into their lives more than 1.8 billion times each day, Kent says, “and we feel very privileged to have this unique and special opportunity.” He adds: “Coca-Cola has always stood for bringing people together and inspiring moments of pleasure, optimism and happiness – the kinds of special moments that happen when your family, friends or colleagues come together to enjoy our products around a dinner table, at a café, campfire or ball field. Even as our world changes at a breathtaking pace, we believe we have a unique role to play in continuing to inspire people with our beverages, our stories and our commitment for a sustainable and better world.”
In Pictures: America’s 25 Most Inspiring Companies
Continue to page 2.
Howard Schultz, chairman, president and chief executive officer of Starbucks (No. 13), the Seattle-based coffeehouse giant, says he’s humbled that Starbucks was selected as one of America’s most inspiring companies, especially since the ranking is based on consumer sentiment. “I am less surprised, but extremely honored, that we were selected in this category because inspiration has always been core to our mission— ‘to inspire and nurture the human spirit.’ That objective is embodied in everything we do.”
Schultz believes that purpose-driven companies do their best to make decisions through the “lens of humanity.” “Let me be specific about what that means at Starbucks,” he says. “From our earliest days, our business model has been based on achieving a balance between profitability and a social conscience. This balance is not easy to strike. Companies must make money to survive, obviously. But at Starbucks, we have always tried to make and spend money in ways that are meaningful to our customers and to our people.” He adds: “Let me also say that profitability is a shallow goal if it is not tied to human purpose. Today, Starbucks is more successful than at any time in our history, financially as well as an admired brand. We are not perfect and we can always be better, but I am proud that we are achieving and sustaining our success through the lens of humanity, in large part by prioritizing our own partners’ well-being.”
He explains that Starbucks has always tried to inspire people at a variety of levels, from their store designs to their custom beverages to their partners’ work in the community. “We also try to inspire people to think and act beyond our stores.”
In recent years, the company has been more committed to and creative in this endeavor, he says. “A recent example is our Create Jobs for USA initiative that our partners in Seattle envisioned and brought to life as a result of the high unemployment facing America. Our effort inspired Americans to help fellow Americans get back to work by making a $5 donation at our stores. These donations were pooled and resulted in more than $100 million in loans made to small businesses and community organizations in disadvantaged neighborhoods throughout the country, helping to create and preserve thousands of jobs across America. Personally, I was moved by the role our company, partners, and customers played. We didn’t solve the problem of unemployment, but together we refused to be bystanders during one of the longest spans of high unemployment in our country’s history.”
Schultz says Starbucks is committed to becoming one of the world's most admired, respected, and enduring brands, “and as we do, a sense of purpose will continue to be at the center of everything we do.”
In Pictures: America’s 25 Most Inspiring Companies
Walter Robb, co-CEO of No. 16 Whole Foods, says: “We're pleased and honored that our work is so meaningful to our customers. We strive to stand up for what we believe in; to have courage to keep making challenging decisions that raise standards and broaden availability; to make a difference in the fresh, healthy food marketplace and world as a whole; and, to also really listen to our customers and team members. It's very rewarding to receive this affirmation from our customers.”
Robb says customers often talk to him about the “special feeling“ they get at Whole Foods. “I tell them that what they’re feeling is the pride and ownership of our team members. It’s a store atmosphere infused with team members who want to be there and are bring their own sense of purpose to the work every day. Whole Foods Market has a genuine and ongoing commitment to team member happiness and excellence that exists within our company and we hold ourselves accountable if we sense things are getting off track. Our culture now has momentum of its own--if something is happening that is out of whack or goes against our values, it surfaces and gets fixed.”
He says Whole Foods strives to lead, innovate and constantly evolve to satisfy, delight and nourish its customers. “The truth is, our customers inspire us. Their passion and interest is often what encourages us to experiment, innovate and move forward. I want our customers to trust and rely on us and know they’ll find the healthiest food choices, the best shopping experience and the highest quality standards in the industry when they come to our stores. I want them to know that we have integrity that will not be compromised. We will continue to be as transparent as possible to enable our shoppers to make conscious choices that support their personal needs. If we continue to earn the trust and support of our customers and our team members through the integrity of our actions, then we will continue to be successful in fulfilling our mission.”
Some big companies that are often perceived as profit-hungry behemoths ranked well in the survey, too. Walmart, for instance, earned the No. 3 spot because respondents appreciate its commitment to seniors through their hiring practices, and overt dedication to supporting local nonprofits, Barber says. “Performance Inspired also noted that the Sam Walton story continues to resonate with consumers as a small town entrepreneur who built a global company.”
Though the survey didn’t ask directly about companies’ relationships with employees, those with a reputation for treating employees well got high rankings. For example, Google which is known for having one of the best work environments, providing free meals and entertainment and encouraging employees to spend 10% of their time on creative projects unrelated to their daily jobs, earned the No. 7 spot this year.
Smaller companies with good stories to tell also fared well in this year’s ranking. Blake Mycoskie, the founder of Toms Shoes (for “Tomorrow’s Shoes”), which launched in Venice, Calif., in 2006, donates a pair of shoes to needy people in places like Argentina and Haiti for every pair that it sells. Toms ranks No. 10 on the list.
Newcomer REI (No. 24) is another outlier, “since it is not nearly as well known as others on the list,” Barber says. “What's interesting is just how much detail consumers had about specific inspiring values and do-gooder initiatives around the country. REI has done more than just formed a good impression with consumers. REI co-created an inspiring experience with these consumers."
Other newcomers to the 2013 list include: Zappos, American Express and Wegmans Food Markets.
What do consumers do when they are inspired by a company? The survey found that 81% of respondents say they would recommend the company to friends and family; 78% would be loyal to that company; and 72% would share their experience with others. More than half (55%) reported they would spend more on a company that inspires them.
“This survey highlights the fact that when a company embarks on an inspiring mission, it's employees become inspired by their work and that makes for an inspiring customer experience every time” Barber concludes.
Top 25 Most Inspiring Companies:
1. Microsoft
2. Disney
3. Walmart
4. Chick-fil-A
5. Target
6. McDonald’s
7. Google
8. Amazon
9. Johnson & Johnson
10. Toms Shoes
11. The Coca-Cola Company
12. Apple
13. Starbucks
14. Costco
15. Ford
16. Whole Foods Market
17. Southwest Airlines
18. Wegmans Food Markets
19. Goodwill Industries
20. Pepsi
21. Nike
22. American Express
23. Zappos
24. REI
25. Kohl's
In Pictures: America’s 25 Most Inspiring Companies
–
