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Fast Company has a story about a new study by marketing agency Enso, looking into brands ranked by "perceived purpose," or "the extent to which they stand for something other than making money."

Those "best brands" are, in order: Goodwill, Amazon, Google, Kellogg's, Paypal, Disney, Girl Scouts of America, Kraft, Johnson & Johnson, and Dove.

The "worst brands" are Marlboro, Monsanto, Red Bull, Goldman Sachs, Lululemon, Miller Lite, Salesforce, Airbnb, Audi, and Heineken.

One interesting note: "The survey shows that millennials and generation Z have significantly different impressions of companies than older groups. For example, they rank Twitter and Uber respectively 58 and 42 places above their main ranking. At the same time, they rank old-line giants like IBM, Procter & Gamble and Hewlett-Packard substantially lower than do older people.
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