In the @[email protected] 100 rankings, we found that Americans are instilling more trust (and hope) in companies to lead the way out of the crisis and are becoming more critical of the companies they don’t see stepping up. Read more on the Top 100 here: https://theharrispoll.com/axios-harrispoll-100/
Logistics companies kept us connected to the outside world while trapped in our homes during the lockdowns and earned our trust: @UPS (#7 in Trust, #10 in Citizenship) and @FedEx (#16 in Trust, #20 in Citizenship). View the @[email protected] 100 here: https://theharrispoll.com/axios-harrispoll-100/
Doctors, nurses and hospitals have experienced a greater increase in consumer trust and confidence than any other industry during the coronavirus pandemic, according to a new Axios/Harris poll.
The Clorox Company, The Hershey Company, Amazon, Publix Supermarkets and General Mills have the top-five best reputations in America on the Axios Harris Poll 100 list.
Conversely, companies that struggle with citizenship, ethics and trust also struggle with reputation. This year, Juul Labs, The Trump Organization, Monsanto, Facebook, Wells Fargo & Company and Twitter were at the bottom of the annual list, with poor reputations.
“Now more than ever, companies that performed well on traditional reputation measures and responded to our global health crisis have the best reputations.” says John Gerzema, CEO of The Harris Poll. “Americans say large companies – with resources, infrastructure and advanced logistics – came to America’s rescue during the pandemic. In fact, today, big business is seen as more reliable than the federal government in keeping America running.”
The Axios Harris Poll 100 has ranked reputation since 1999. The survey’s Reputation Quotient (RQ) ranking is based on company performance is 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?”
For an interactive list of all companies and their ranking on this year’s Axios Harris Poll 100, click here.
“What real people think about your company has never mattered more than it does today. Your brand perception can impact everything from recruitment and retention to sales and ultimately, the bottom line,” says Axios CEO and Co-founder Jim VandeHei. “As the multiple crises plaguing America rage on, the Axios Harris Poll 100 is a clear benchmark of who is winning and losing in the public eye.’
Among the insights from this year’s study:
- Biggest year-over-year improvements: McDonald’s, PepsiCo, Target, Delta Air Lines, General Motors, State Farm Insurance, Yum! Brands, Tesla Motors and Toyota
- Biggest year-over-year declines: The Boeing Company, Patagonia, Johnson & Johnson, The Home Depot, eBay, The Walt Disney Company, Nordstrom, Nike and Kraft Heinz
- Newcomers: Clorox, Zoom Video and Door Dash were among the newcomers to the 2020 list – largely due to their COVID-19 responses
- Sector gainers: Pharma and health care
- Sector declines: Retail, tech and media
- Multi-year gainer: Procter & Gamble, which has improved dramatically – moving from #54 on the list in 2017 to #20 in 2018 and #8 in 2019 and 2020
- Multi-year decliners: Facebook (falling a record 43 spots – from #51 in 2018 to #94 in 2019 and #97 in 2020), Boeing (#16 in 2018, #19 in 2019 and #84 in 2020) and Nike (#12 in 2018, #35 in 2019 and #36 in 2020)
- Surprise decliner: Typically a reputation star, Disney declined from #5 or #7 for the past four years to #23 in 2020, and its RQ score has declined 3.0 points
- Most trusted: Publix, Clorox and Hershey – with Target improving the most year over year
- Best vision for the future: Amazon, Clorox and Chick-fil-A. – with PepsiCo improving the most
- Best growth prospects: Amazon, Chick-fil-A and Clorox – with PepsiCo improving the most
- Best products and services: Clorox, Tesla and Amazon – with PepsiCo improving the most
- Best culture: Publix, PepsiCo and General Mills – with Toyota improving the most
- Best ethics: Clorox, Publix and Wegmans – with Netflix improving the most
- Best citizenship: Clorox, Publix and Hershey – with McDonald’s improving the most
- Best on COVID: Top performers on a new measure of “has taken meaningful actions to address the challenges of COVID-19”: Clorox, Kroger and Publix
- Best on racial equality: Top performers on a new measure of “has taken meaningful actions in support of racial equality”: Publix, Kroger and Clorox
- Professional sports: The major American sports leagues were surveyed on the list for the first time, with MLB, the NFL and NBA all receiving a “fair” reputation ranking
“Reputation is the most valuable asset a company has,” says Ray Day, vice chair of The Stagwell Group, which includes The Harris Poll. “Companies with better reputations have a price advantage, a competitive advantage and greater stability. Highly regarded companies also are more likely to attract and retain talent, garner better partners and recover faster from reputational harm.”
Simply defined, reputation is a measure of what all stakeholders think about a company. Reputation differs from brand, which measures a company’s products and services among specific customers.
“You create a brand and earn a reputation,” Day says. “Today more than ever, leading companies take building reputation very seriously. That’s because research shows reputation makes up a third or more of a company’s market capitalization and value.”
The Axios Harris Poll 100 is based on a survey of 34,026 Americans in a nationally representative sample. The two-step process starts fresh each year by surveying the public’s top-of-mind awareness of companies that either excel or falter in society. These 100 “most visible companies” are then ranked by a second group of Americans across the seven key dimensions of reputation to arrive at the ranking. If a company is not on the list, it did not reach a critical level of visibility to be measured. In 2020, the survey was conducted twice – before and after the onset of the COVID pandemic. The 2020 rankings are based on the latest fielding in late June and early July 2020.
Download the full report.
John Gerzema, CEO, The Harris Poll [email protected]
Ray Day, Vice Chair, Stagwell [email protected]
About The Harris Poll
The Harris Poll is one of the longest-running surveys in the U.S. tracking public opinion, motivations, and social sentiment since 1963 that is now part of Harris Insights & Analytics, a global consulting and market research firm that delivers social intelligence for transformational times. We work with clients in three primary areas; building 21st century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Our mission is to provide insights and advisory to help leaders make the best decisions possible. Learn more by visiting www.harrispoll.com and follow Harris Poll on Twitter and LinkedIn.
Axios is a digital media company launched in 2017. Axios - which means “worthy” in Greek - helps you become smarter, faster with news and information across politics, tech, business, media, science, and the world. Subscribe to our newsletters at axios.com/newsletters and download our mobile app at axios.com/app.
How has your view of each of the following industries changed since the start of the coronavirus pandemic?
The public's view of almost every industry has improved since the beginning of the coronavirus pandemic, according to a new Axios/Harris poll. Industries with a prominent role in life under quarantine have seen especially big jumps.
Why it matters: Businesses in America were already undergoing a transformation from being solely focused on profits to being focused on values as well. The coronavirus pandemic has expedited that shift, and consumers are responding favorably to it.
Details: The poll ranks the top 100 companies, based on consumers' scores across 7 qualities: Affinity (trust), citizenship, ethics, culture, vision, growth and products and services. Affinity is weighted higher than all other categories.
Leading the index are companies that have focused on solving problems related to the coronavirus.
- Grocers, including Publix, Wegmans and Kroger, are among the highest-ranking companies, as are delivery companies like Fedex, Amazon and UPS.
- Consumer packaged goods companies that focus on cleaning and kids, like Clorox, Hersey's, Disney and Procter & Gamble Co. ranked in the top 25.
- Streaming giants like Netflix, followed by Hulu and Disney ranked in the top 25 due to the streaming offerings they provide to consumers stuck at home.
- Pharmacies, including Walgreens and CVS, also scored well on consumer trust, culture and ethics.
By the numbers: According to the poll, 75% of consumers agree that generally speaking, during the COVID-19 pandemic and related shutdowns, "companies were more reliable than the federal government in keeping America running."
- 81% of consumers agree that large companies, with resources, expensive infrastructure, and advanced logistics, "are even more vital now to America's future than before the pandemic."
Yes, but: Certain industries have fared worse. The telecom, social media and airlines industries rank in the bottom 20 of the top 100 companies ranked.
- Social companies like Twitter and Facebook rank in the bottom 10 of the list, and are viewed slightly less favorably now than before the pandemic.
- Airline companies like Boeing and United Airlines rank in the bottom 20.
- Telecom companies like Comcast, AT&T and Charter Communications do as well.
What's next: Overwhelmingly, the poll finds that consumers approve of companies that address social and societal issues. These expectations are likely to last long after the initial phase of the pandemic.
Read the full article at Axios.
This survey is the result of a partnership between Axios and Harris Poll to gauge the reputation of the most visible brands in America, based on 20 years of Harris Poll research. From the Clorox Company to Juul Labs, here's how this year's class stacks up.
Methodology: The Harris Poll conducted four rounds of nominations totaling 8,392 respondents to determine the companies included in the ranking: Nov. 4-6, 2019; Nov. 12-14, 2019; Dec. 5-9, 2019; and June 11-15, 2020.
This year’s company ratings phase was conducted June 24-July 6, 2020 among 34,026 U.S. adults who are very or somewhat familiar with the company. Each company received an average of approximately 305 ratings per company.
Read the full post at Axios.
Americans really love Clorox right now.
The big picture:: The coronavirus pandemic has ushered in a new wave of public approval for companies that have helped modernize and digitize the American household, according to a new Axios/Harris poll.
Virtual work and school needs are being supported by enterprise technology companies like Apple, IBM, Zoom and Microsoft, while social media technology companies rank last on the list.
- Remote health and fitness needs are being supported by delivery companies like Peloton and Doordash.
- Home improvement companies like Lowe's and Home Depot and helped families remodel their living spaces.
Between the lines: While consumers mostly rank these companies higher than they did before the pandemic, they do not rank higher than companies that provided essential services, like cleaning companies, grocers and mask manufacturers.
Yes, but: Not every company will come out on the other end of the pandemic with high marks. Utility companies in particular, like Comcast and PG&E, rank in the bottom 20. Smoking companies, like Juul Labs, also rank very low.
Read the full article at Axios.
Data shows most plan participants want to avoid taking money out of their retirement accounts
As a result of the COVID-19 pandemic and related economic instability, many Americans are facing difficulty covering their expenses. A recent survey by The Harris Poll sought to find out how workers will cope if they experience financial trouble, and how likely they are to change their retirement plans or take money from their retirement accounts.
The survey results and Empower Retirement data shows that most workers consider withdrawing money early from their retirement accounts a last resort, but it’s an option some may use if they need access to money. The research also found that employees who receive advice from their employers are more likely to protect their retirement accounts and continue making contributions, which means employers can make a difference in helping workers stay on track.
- When it comes to retirement savings, most Empower Retirement participants are staying the course.
- Reducing spending is the first action people take when finances are tight.
- Tapping into retirement savings is often a last resort.
- As the pandemic continues, it’s important for employers to understand who is at most risk for making decisions that could have long-term negative effects.
Download the full research paper here.