In a business environment that is focused on innovation driven by customer preferences and demand, the American Innovation Index ™ (Aii) plays a critical role in gauging the top tech companies in the U.S. that are perceived to be the most innovative and attuned to the needs of consumers. Now in its sixth year of providing important insights into the American mindset, the results of the 2023 Aii, specifically focusing on technology brands, have just been published, shedding light on the ever-evolving landscape of innovative technology solutions.

According to the Index, which is based upon research that is conducted and compiled by Fordham University’s Gabelli School of Business, Illuminas, and the Norwegian School of Economics, while most tech companies strive to be at the forefront of innovation, only four tech brands—Apple, Microsoft, TikTok, and Adobe—were ranked by consumers in the top 25 most innovative companies in the United States. The top 10 (as listed below), with the exception of Apple, consisted predominantly of automotive brands that are international in scope, as well as retail giants—from membership-based, big-box stores to luxury brands.

“What is unique about the Aii is that it is the only survey in the U.S., which measures company innovativeness based upon customers’ experiences,” noted Barbara Porco, Ph.D., associate dean of graduate studies at Fordham’s Gabelli School of Business, and managing director of the School’s Responsible Business Center. “This reminds us of the incredible importance that consumers play in driving innovation in the marketplace.”

The 2023 top 10 most innovative companies include:

1. Toyota
2. Apple
3. Louis Vuitton
4. Trader Joe's
5. John Deere
6. Ikea
7. Honda
8. Amazon
9. Bath and Body Works
10. Costco

The survey also analyzed a company’s Social Innovation Index (Sii), defined as innovation that benefits society and the environment based on the experiences of customers. “This study captures social innovation from the most important stakeholder of a firm, the customer,” noted Charles Colby, chief methodologist at Illuminas. “This customer viewpoint is a better predictor of loyalty and company performance than metrics provided by outside experts.”

Consumers also ranked auto and retail brands high for social innovation, with the top 10 brands featuring:

1. Toyota
2. Honda
3. HealthNet
4. Loan Depot
5. John Deere
6. Ford
7. Trader Joe’s
8. TIED: Williams-Sonoma and Navy Federal Credit Union
9. Chime

Below are the rankings for the top 10 technology brands in the study:

1. Apple (2)
2. Microsoft (11)
3. Tik Tok (18)
4. Adobe (20)
5. Google/YouTube (33)
6. Uber (40)
7. Netflix (48)
8. Dell (51)
9. Intuit (59)
10. Booking.com (64)

About the American Innovation Index™
Through the combined research efforts of Fordham University’s Gabelli School of Business, Illuminas, and the Norwegian School of Economics, the American Innovation Index™ scores and ranks the innovativeness of U.S. companies based on customers experiences. The 6th annual study was conducted in July-August 2023 and covers 200 firms from 20 industries, spanning travel, financial services, technology, communications, retailing, and manufacturing. The study surveyed 7,383 consumers and covered  32,925 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 10 countries. For more information about the Aii and a full list of company rankings, visit here.

About Fordham University’s Gabelli School of Business:
Founded in 1920, the mission of the Fordham University Gabelli School of Business is to inspire and empower positive global change, developing students into compassionate business leaders and supporting faculty members and students in the ongoing generation of new knowledge. The Gabelli School has become a driver of social innovation by equipping graduates to be business leaders who understand and meet the need for sustainability in business and who are able to harness the power of social responsibility for both financial success and societal impact. Through its many graduate and undergraduate degree programs and a diverse range of faculty research initiatives, the Gabelli School of Business works collectively to redesign business as a sustainable force for prosperity. The Gabelli School of Business is home to the Responsible.

Business Center is a platform for interdisciplinary engagement in ESG and sustainability that fosters cross-industry collaboration and action towards ESG, advances research, and supports business school learning.

About Illuminas:
Illuminas is a research consultancy with proprietary methodologies and deep industry expertise in understanding consumer and B2B behavior. Our insights empower visionary companies to shape the future with customer-centric insights. We partner with clients to illuminate their path to success and spotlight the most promising customer outcomes.