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The Harris Poll Canada’s second annual Corporate Reputation Survey reveals that the Professional Women’s Hockey League (PWHL) once again tops the list as Canada’s most reputable company, marking its second consecutive year at #1. The study tracks the public perceptions of the country’s most visible brands across industries.
Top companies come from all sectors and walks of life, including sports, ice cream, automotive, electronics, and retail.
Rebounding Corporate Reputation Is The Story This Year
44/47 companies that were in our study last year and this year experienced an increase in reputation scores, as consumers navigate a newly-complex consumer landscape with enhanced buy Canadian motivations, continued focus on affordability, and an increased focus on values alignment.
Nearly all companies (44 of 47 that were in the 2024 and 2025 studies) improved their scores compared to last year, as consumers navigate a shifting marketplace. Economic uncertainty and trade tensions with the United States have prompted 86% of Canadians to rethink their priorities as consumers – leading to renewed attention on ethics, prices, position in the Canadian market, and other factors.
In particular this year, corporations are seen as having improved on ethics, citizenship, and trustworthiness.
Canadian Pride, Global Respect: How Local Loyalty and Foreign Trust Coexist
Within a new (and unwanted) economic reality and geopolitical landscape many Canadians say they have reevaluated their priorities, and for many this includes a renewed focus and effort on doing business with other Canadian companies.
- 87% of Canadians agree that now more than ever before, it is important for Canadians (consumers and businesses) to support Canadian businesses, including 55% who strongly agree.
- On average, reputation ratings for Canadian companies have moved from fair to good in 2025.
- Canadian companies take 8 of the top 20 places in this year’s rankings (vs. 5 American, and 7 International companies).
But what defines a “Canadian” company? Is it ownership, headquarters, local production, or employment? While a company that checks all boxes is clearly Canadian, many consumers extend that label to foreign firms that show a long-term commitment to Canada.
- 79% agree that if a foreign-based company has shown a long-term commitment to the Canadian market, I am willing to consider them in the same light as Canadian-based companies.
- Companies like Toyota, Honda, Costco, IBM, and IKEA that have long and meaningful presences in Canada score very well – within the top 20 on reputation.
- If a company is seen as sharing the same values as Canadian consumers, it is almost guaranteed a high reputation score.
Inflation Dominates, But Canadians Increasingly Blame Policy Or Business
Fair prices remain critical in the eyes of consumers, and inflation remains the top concern among many.
Canadians identify inflation/price increases as the most important issue facing Canada today (followed by healthcare and tariffs). Additionally, keeping prices fair is identified as the TOP thing companies should focus on.
However even though Canadians continue to feel the inflation pinch (82% say inflation and price increases have proven to be sticky, and here to stay), more consumers this year blame the government for this inflation, perhaps out of realization that companies are being forced to navigate a much more expensive landscape with tariffs and other trade barriers adding cost and complexity.
- 2024: corporations were seen as 51% to blame for inflation (49% politicians)
- 2025: corporations are seen as just 41% to blame for inflation (59% politicians)
Are you interested in learning more about a custom reputation scoring methodology for your brand? Contact us to learn more.
