Trader Joe's, HEB Grocery, Patagonia, Hershey, and Wegmans have the top-five best reputations in America on the 2022 Axios-Harris Poll 100 list.
Social media platforms and companies with missteps on social issues are the ones with the poorest reputations or that suffered the steepest declines. This year, The Trump Organization, Wish.com, Twitter, Facebook and Fox Corporation are at the bottom of the 23rd annual list, with poor reputations.
"As Americans move on from COVID, they are looking at corporate reputation through a more practical lens," said John Gerzema, CEO of The Harris Poll, in a statement. "Companies delivering on time and keeping their promises despite supply-chain issues are being held in high regard. Businesses that also do their part to create a better world – whether through sustainability or taking a stand on authentic social issues – also are being rewarded."
The Axios-Harris Poll 100 has ranked reputation since 1999. The survey's Reputation Quotient (RQ) ranking is based on companies that are most visible to the general population and on their performance in seven key areas:
Trust – "Is this a company I trust?"
Vision – "Does this company have a clear vision for the future?"
Growth – "Is this a growing company?"
Products and Services – "Does this company develop innovative products and services that I want and value?"
Culture – "Is this a good company to work for?"
Ethics – "Does this company maintain high ethical standards?"
Citizenship – "Does this company share my values and support good causes?"
This year, grocery dominates the top 100 list. Three grocers (Trader Joe's, HEB Grocery and Wegmans) are in the top five. Two other grocery chains (Publix and Kroger) are among the top 25.
"The poll reinforces what we have seen on the ground with our local news product Axios Local," said Jim VandeHei, co-founder and CEO of Axios. "To reestablish trust with a skeptical population, you have to start closer to home, making a real impact within local communities. Consumers reward brands that deliver a trusted product on time and as promised."
Related: Trader Joe's, Wegmans, Costco Top Best Retailers List; PCC Issues Producer Grants.