In his op-ed on Christmas Eve, New York Times columnist David Leonhardt featured The Harris Poll’s 2018 Reputation Quotient study among the five most important news stories of 2018 as part of the Times’ Opinion Today newsletter.
Leonhardt mentioned a key theme we gleaned from our 2018 RQ survey: The tarnishing of big tech’s image. The reputations of tech giants, Google and Apple, tumbled this year. When we conducted the study in 2016 and 2017, tech companies such as Amazon, Google and Apple topped the list or stayed in the top 10. But in 2018, Google and Apple dropped in the ranking to #28 and #29, respectively. Only Amazon remained at the top of the list.
Facebook’s reputation also took a hit this year and in another study we conducted for Fast Company, in the wake of the Cambridge Analytica scandal, we revealed a drop in the public’s perception of the company’s positive reputation and leadership.