Girl Scouts of the USA Ranked #2 on World Value Index

The world’s largest leadership organization for girls rises to the top, demonstrating strong brand purpose, mission, and relevancy and showing that girls matter



Girl Scouts of the USA Press Room

NEW YORK, NY (June 7, 2017)—This week, Girl Scouts of the USA (GSUSA) was ranked second on the World Value Index, an anticipated annual report that measures world-class organizations based on how different audiences perceive and value a brand’s purpose and mission. After coming in seventh in 2016’s index, GSUSA is now recognized as the second top-valued brand in the world for its significance and dependability to the communities and audiences the nonprofit serves.

During the last year, Girl Scouts has reclaimed its ownership of and legacy in the leadership space for girls, showing the world there is no better program to ignite the power of every girl. In addition to continuing its investment in technology to better deliver and influence innovative programming, Girl Scouts also welcomed a new leader, CEO Sylvia Acevedo, who brings to the organization a background in entrepreneurship; science, technology, engineering, and math (STEM); and innovation, as well as a lifelong commitment to advancing opportunities for girls. Under Sylvia’s leadership, the Girl Scout Movement has expanded its reach to populations that need it most and is enhancing its proven program offerings so more girls can develop leadership skills that aren’t cultivated in traditional school settings.

“GSUSA is honored to be recognized in the 2017 World Value Index as the second most valued brand in the world,” said GSUSA CEO Sylvia Acevedo. “For more than a century, we have been cultivating girls to serve as female leaders poised to smash glass ceilings and stereotypes across all industries around the globe. We are proud of Girl Scouts who are making a difference in their communities and who have, thanks to the Girl Scout Leadership Experience and our caring adult volunteers, gone on to assume leadership positions in the United States and around the world. It’s time to invest in girls, the future of female leadership.”

The World Value Index, developed by the creative agency enso, is a tool for brands to measure the importance of creating “world value” for its audience segments. As part of the ranking, GSUSA has scored at the top of four areas: high awareness, relevance and resonance, a strong motivator in garnering active support, and an influential factor in spending.

“Today, at a time when people have more choices and greater access to information, the strength of a brand's purpose is more important than ever,” said Sebastian Buck, enso’s cofounder and strategic lead. “With the World Value Index, our research centers around whether people can identify a brand’s purpose and mission and the extent to which that purpose reflects society’s values. In other words, the ability of brands like Girl Scouts to create world value is a testament to their relevance.”

Consumers have a strong awareness of Girl Scouts and the organization’s mission to build girls of courage, confidence, and character who make the world a better place. Although the Girl Scout brand is recognized as relevant and resonant in today’s society, the organization faces challenges in fundraising for the resources needed to prepare more girls to lead. To learn more about how Girl Scouts transforms today’s girls into tomorrow’s leaders and to volunteer, reconnect, donate, or join, visit


We're Girl Scouts of the USA
We're 2.6 million strong—1.8 million girls and 800,000 adults who believe in the power of every G.I.R.L. (Go-getter, Innovator, Risk-taker, Leader)™ to change the world. Our extraordinary journey began more than 100 years ago with the original G.I.R.L., Juliette Gordon “Daisy” Low. On March 12, 1912, in Savannah, Georgia, she organized the very first Girl Scout troop, and every year since, we’ve honored her vision and legacy, building girls of courage, confidence, and character who make the world a better place. We’re the preeminent leadership development organization for girls. And with programs from coast to coast and across the globe, Girl Scouts offers every girl a chance to practice a lifetime of leadership, adventure, and success. To volunteer, reconnect, donate, or join, visit

About enso
enso is a mission-driven creative company. We build mission-driven brands and Shared Mission initiatives that drive social impact at scale. Five years ago, we set out with the belief that the future of marketing is people and brands with shared values working together to drive business success with positive impact. Today, we are leading the paradigm shift from the campaign mindset, traditionally developed by marketers around a brand’s singular mission, to Shared Mission initiatives, where the ultimate goal is not the success of one organization, but rather the achievement of a mission that serves all stakeholders.

Based in Los Angeles, our client partners include Google, Khan Academy, Atlantis, OfferUp, Omidyar Network, Everytable, and The Nature Conservancy. Through our network of Shared Mission collaborators, enso has built a new framework for collective action and cross-sector solutions to the urgent problems of our time. Recent missions have included rebuilding trust in neighborhoods, creating abundant internet access for everyone, establishing the basic right to literacy, generating wealth by solving the climate crisis, and transforming a mega resort by fostering a flourishing culture and ecology in which the entire country operates. For more information, please visit

About World Value Index
The World Value Index was created based on a nationally representative, comprehensive survey of 3,000 Americans on perception, awareness, and behaviors in response to the purpose and mission of organizations and brands. enso commissioned Quadrant Strategies, a research-driven consultancy that works with Fortune 100 and Fortune 50 companies, political leaders around the world and major nonprofits, to field surveys with various demographic representative samples of the U.S. populations ages 18 and up.

The 19 audience demographics and psychographics surveyed included the general population, elites (people who are college educated and earn more than $100,000 per year), millennials and Gen Z, Gen X, Baby Boomers, social and purpose, tech-positive, tech-skeptic, moms, dads, environmentally engaged, young and social, nonprofit engaged, Democrats, Republicans and Independents.

To read the full report, go to