For the last few years, Performance Inspired, a consulting firm, has been publishing the results of their annual surveys that rank the top 25 companies that Americans deem most inspirational. Published by Forbes, this year's winner is Microsoft, having dethroned Apple after its streak of two consecutive years of being ranked as America's most inspiring company.
The survey was conducted online and collected detailed responses from nearly 5,000 consumers. Apart from the obvious, the goal of the survey was to complement existing findings from the company, which claim that inspiring companies manage to part more dough from the firm grip of customers. Moreover, according to the research, companies high on the list usually have a consumer base that is more willing to go on an evangelizing spree about how great the former are.
Back to Microsoft, the software giant has scored a lot of points with consumers for its wide range of philanthropic work. And we're not just talking about the Ben and Melinda Gates Foundation here – Microsoft as a company has raised over a $1bn and has donated those to over 31,000 non-profits since the early 80s. The culture of giving, indeed, appears to be quite big in the Redmont – for example, the company will match an employee's charitable giving dollar for dollar, up to a whopping $12,000.
Microsoft isn't the only tech company to make an appearance, though. Occupying spot number seven is Google, with Amazon trailing right behind, as number eight. Apple appears to have lost its touch in the eyes of some, for the company has dropped all the way down to the No. 12 spot.