Consumers are in love with Apple and its products. Confirmation of that took place last weekend when the company sold more than 5 million units of its new iPhone 5. Now comes further affirmation as Tuesday a Georgia-based brand consulting firm dubbed the tech giant America’s most inspiring company.
Performance Inspired, Inc., an Atlanta consulting and training firm that helps organizations elevate performance through the science of inspiration, surveyed 2,175 consumers to identify America’s 25 most inspiring companies.
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 aim of the survey was to see if there was 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,” said Terry Barber, chief inspiration officer for Performance Inspired. “We now see there is a validated set of drivers to inspiration and when these drivers are activated, it elevates employee engagement that shows up in the customer experience.”
For the second consecutive year, Apple is at the top of the heap. Barber says Apple is the most inspiring again this year because it has become part of the consumer’s personal identity. Consumers wrote comments such as: ‘Apple makes me feel more creative,’ and ‘Apple makes me feel entrepreneurial.’
Barber said Apple fans also feel like they are part of a special community. “Some wrote in about how ‘they’ felt victorious after the settlement between Apple and Samsung,” he added.
Top 10 Most Inspiring Companies:
For more information on the top 10 companies, view the entire story at NBC News.