The Harris Poll Canada’s 2025 Corporate Reputation Survey reveals a strong rebound in public perceptions of major brands. For the second consecutive year, the Professional Women’s Hockey League (PWHL) leads as Canada’s most reputable company, reflecting Canadians’ growing admiration for authenticity, ethics, and shared values.
This year’s results reflect a consumer landscape in motion. Canadians are refocusing on fair prices, local loyalty, and ethical behavior, driving stronger reputations for companies that align with their values. Homegrown brands dominate the rankings, while global names that have long invested in Canada — like Toyota, Costco, and IKEA — are also earning renewed respect.
Even as inflation pressures persist, Canadians are shifting their outlook. Fewer blame business for rising costs, and more recognize the challenges companies face in a complex economy. The message is clear: brands that act responsibly and reflect the country’s priorities are being rewarded with lasting trust.
And while inflation remains top of mind, more Canadians now see government policy, not business, as the driving force behind rising prices, signaling growing empathy for the challenges companies face.
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