Top Rated US Companies Include Some Insurers

 In an increasingly competitive business environment, U.S. companies are striving harder than ever before to address their customers’ continuously evolving preferences and meet their demands while simultaneously driving innovation. Now in its eighth year of providing important insights into the mindset of the American consumer, The American Innovation Index™ (Aii), benchmarks which companies consumers sense are the most innovative within their sector. Results of the 2025 Aii have recently been published and three multinational industry giants—IKEA, Apple, and John Deere—secured the top spots.

According to the Index, which is based upon research that is conducted and compiled by Fordham University’s Gabelli School of Business, Radius Global Market Research, and the Norwegian School of Economics, those companies that stand out from their competitors in the minds of consumers do so because of their products and services (including continually introducing new ones, offering variety and stylish design, striving for excellence) and being first to market with new ideas. The top 10 companies, listed below, consist of a variety of household brands in industries that range from automotive and consumer durables/equipment industry to general merchandise retailers/etailers to specialty retailers, yet in the minds of consumers they consistently deliver on the qualities that matter most. The full index goes far beyond these categories, focusing on 16 industries.

“The Aii is the only index that ranks the level of innovation based upon consumer perceptions and interactions with a company. It is unique in that it measures innovation from the customer point of view rather than relying on expert opinions, which often ignore customers’ experiences,” said Barbara M. Porco, Ph.D., CPA, CFF, managing director at Fordham University’s Gabelli School of Business’ Responsible Business Center. “While the index measures innovation, consumers also favor companies that are secure and reliable, easy to do business with, have a strong online presence, and have a customer-friendly website and app that makes it seamless to conduct business.”

“This study captures consumer sentiment in a variety of ways,” noted Gina Woodall, vice president and study lead at Radius. “Companies that are seen as innovative by their customers are overall more appealing and garner greater loyalty, ultimately achieving higher success than others.”

While consumers have become more price sensitive due to the rising costs of goods and services, and it is often assumed that value for the money and reward programs might influence their decision-making, the index indicated these factors are not critical in determining whether a company is considered innovative. In addition, the use of AI by a company does not seem to be a major factor in the ways in which consumers perceive it as being innovative or not—most likely because mainstream, day-to-day adoption is still evolving.

The 2025 top 10 most innovative companies as chosen by consumers include:

The survey also analyzed a company’s Social Innovation Index (Sii), defined as innovation that benefits society and the environment based upon the experiences of customers.

Consumers also primarily ranked automotive brands high for social innovation, with the top 10 overall brands including:

American Innovation Awards

For the first time, the American Innovation Awards will be featured as an integral part of the Gabelli School of Business Responsible Business Center’s annual “Good Business is Good Business” conference on March 12, rather than remaining a half-day event in November. The conference will take place at Fordham University’s Lincoln Center Campus. Details will follow in January. Reporters who are interested in attending can sign up here.

About the American Innovation Index™

Through the combined research efforts of Fordham University’s Gabelli School of Business, market research company Radius, and the Norwegian School of Economics, the American Innovation Index™ scores and ranks the innovativeness of U.S. companies based upon customers’ experiences. The 8th annual study was conducted in May-June 2025, and covers 164 firms from 16 industries, spanning travel, financial services, technology, communications, retailing and manufacturing. The study surveyed 5,145 consumers and covered 24,236 customer-company relationships. No large-scale, scientifically vetted measure of customer-perceived innovation exists in the United States. The study is part of the Innovation Index Coalition (IIC), which includes parallel studies in 9 countries. For more information about the Aii and a full list of company rankings, visit here.