Corporate Reputations Improve During a Year of Crises according to The RepTrak Company
The RepTrak Company™, the world’s leading reputation data and insights company, announces the results of the 2021 Global RepTrak® 100. The report is the world’s most comprehensive reputation study, compiled for the past 11 years using RepTrak’s in-depth analysis and ranking of the top 100 companies worldwide by Reputation Score.
In 2021, RepTrak found that, overall, it was a much more difficult year to break into the top 100. The average score (on a scale of 1-100) was almost 75, the highest in 11 years. This is an indication of the rigorous reputation management in place among these leaders. Several of the companies that rank highest in the 2021 Global RepTrak 100 are those that have implemented ESG (Environment, Societal impact and Governance) initiatives within their global strategies.
Notable findings include:
- Being relevant mattered in a difficult year. Consumer durables and apparel, technology (both hardware and software) and household and personal products companies lead the way after a year when the world depended on them for productivity, entertainment, comfort and safety.
- Pharmaceutical industry’s Reputation Score improved from “average” to “strong” with vaccines propelling positive perceptions. Sanofi S.A., Eli Lilly Company and Bristol Myers Squibb are among the top 10 for Reputation Score growth this year.
- ESG leadership went to the pharmaceutical and household and personal products industries. The global respondents credited their ESG initiatives more than any other industries, another indication of the importance of pandemic-centered relevance in 2020.
- GenZ (18-25) and Millennial (26-40) perceptions differ. GenZ perceives corporations with the greatest skepticism, as indicated by their weaker levels of support for the seven drivers of corporate reputation codified by RepTrak. Millennials were the most positive of all generational segments. GenX (41-55) and Boomers (56-64) fall in the middle and don’t differ greatly.
For the complete 2021 Global RepTrak 100 ranking and report, with comprehensive analysis of global, industry, and demographic trends, visit https://www.reptrak.com/rankings/
2021’s Reputation Leaders
The top 10 companies by Reputation Score, as ranked in the 2021 Global RepTrak® 100, are:
- The Lego Group
- Rolex SA
- Ferrari N.V.
- The Bosch Group
- Harley-Davidson, Inc.
- Canon Inc.
- adidas AG
- The Walt Disney Company
- Microsoft Corp.
- Sony Group Corp.
The Lego Group maintains its #1 ranking, showing a steady increase in Reputation Score over the last several years, with all others in the top 10 in a new position compared to last year’s report. These year over year changes indicate that a company must continually work to improve its reputation and stay relevant.
High Growth in a Challenging Year
The top ten (10) of the 100 companies rated by greatest reputation increases and positive movement in their ranking are: Unilever PLC; Mars, Incorporated; Cisco Systems, Inc.; The Samsung Group; Sanofi S.A.; Harley-Davidson, Inc.; HP Inc.; Procter & Gamble Company; Eli Lilly and Company; and Bristol Myers Squibb.
“At Cisco, we take our reputation seriously. Our purpose as a company is to power an inclusive future for all, and this drives everything we do. We believe it starts with the trust of our stakeholders to look after our people, our communities and our planet. This goes hand in hand with our relentless focus on innovation, to provide more choice and opportunities for our customers. The last year has been difficult for many, so it’s truly inspiring to be recognized for the impact we are making, and spurs us onwards to do more,” shared Gerri Elliot, EVP and Chief Sales and Marketing Officer at Cisco Systems, Inc.
“For Mars, building trust is a key business metric,” said Andy Pharoah, Vice President of Corporate Affairs & Sustainability at Mars, Incorporated, “And we believe maintaining a strong reputation is central to our ability to achieve our goals and live up to our purpose – that the world we want tomorrow starts with how we do business today. In the past year, which has been unlike any other, it’s more important than ever for businesses like Mars to communicate regularly and frequently with our stakeholders and Associates. Success is about navigating the challenges of the day with clarity, empathy and integrity. These results demonstrate that our efforts are having a positive impact, and are being recognized more broadly.”
Eighteen (18) companies are new to the Global RepTrak this year, the largest number of newcomers in the Global RepTrak 100 since its inception 11 years ago. These new entrants include luxury fashion leaders (Chanel Inc, Hermès, Prada Group, Burberry Group Plc), travel and automotive industry names (Volvo Group, Booking.com, Continental AG), consumer companies (Costco Wholesale Corporation, ALDI GmbH & Co. KG, Mattel, Inc.) and other leaders: Space Exploration Technologies Corp. (SpaceX), BIC, Adobe Systems, Hewlett Packard Enterprise, PayPal, Henkel AG & Co.
ESG rises in importance
ESG stands for Environmental, Social impact and Governance issues. The Global RepTrak 100 results clearly show that there is a strong correlation between companies that adhere to high ESG standards and companies that score favorably on the 2021 Global RepTrak 100.
“ESG is being used for the first time this year as a measurable component of reputation, and we can see firsthand why this is so important for 2021 and beyond. There is a strong correlation between companies who hold themselves to high standards, and companies who rank highly on the 2021 Global RepTrak® 100,” says Kylie Wright-Ford, CEO of The RepTrak Company. “Stakeholders have access to more information than ever before, which is empowering them to make more informed decisions. Companies must not only deliver a quality product, but also show that they are doing so in an ethical and globally considerate way.”
RepTrak is the only provider of data and insights around ESG perception at a global scale. For Environment, RepTrak looks at how companies are perceived with regard to climate change, the use of resources and the minimization of its carbon footprint. Social investigates perceptions of how companies lead on human rights, their participation in their local communities and how they handle employees and customers. Governance relates to the leadership, ethics and rights of shareholders and other stakeholders.
Report and Methodology
RepTrak helps companies understand how stakeholders feel, think, and act towards them, measuring reputation using a 0-100 scale and tracking how a company is perceived across several reputation drivers: Products & Services, Innovation, Citizenship, Performance, Governance, Leadership and Workplace. RepTrak’s proprietary measurement system has been developed to allow worldwide application on a normative scale, which enables direct comparison regardless of sector, size, or geography.
For consideration in the 2021 Global RepTrak® 100, a company had to meet the following criteria:
- Be a corporate brand with global revenue above USD $2 billion
- Achieve a global average familiarity threshold above 20 percent in all fifteen countries measured and a familiarity threshold above 20 percent in eight or more of the fifteen countries measured
- Reach a qualifying Reputation Score above the median score (i.e., 67.3 points)
To determine the ranking, The RepTrak Company analyzed reputation data for several thousand companies which was collected between December 2020 and January 2021 using world class survey methodology and was enriched by RepTrak’s historical database. Companies that met these criteria were then ranked based on their global Reputation Scores. A company’s corporate reputation is determined using RepTrak’s proprietary and patent-pending Reputation Score - a score from 0-100 that measures how people feel towards a particular company. Reputation Scores demonstrate a strong positive relationship with business outcomes, such as an audience’s willingness to buy, recommend, or trust a company. The top 100 companies with the highest Reputation Scores made the final ranking.
The Global RepTrak® 100 ranking is based on 68,577 respondents collected across the 15 largest economies globally using online surveys. For access to the report, visit https://www.reptrak.com/rankings/
The RepTrak Company™ is the world’s leading reputation data and insights company. We provide the only global platform for data-driven insights on Reputation, Brand, and ESG. Our proprietary RepTrak® model is the global standard for measuring and analyzing the sentiment of the world using proven data science models and machine learning techniques across industries and geographies.
Subscribers to the RepTrak® Program use our predictive insights to protect business value, improve return on investment, and increase their positive impact on society.
Established in 2004, The RepTrak Company owns the world’s largest reputation benchmarking database of over 1 million company ratings per year used by CEOs, boards, and executives in more than 60 countries worldwide. For more information, please visit www.reptrak.com.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
PR Contact: Amanda Donnelly / PR Hacker / RepTrak@PRHacker.com
About Business Wire
(c) 2018 Business Wire, Inc., All rights reserved.
Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Lattice Automate Solution Stack Accelerates Development of Industrial Automation Systems11.5.2021 20:00:00 CEST | Press release
Lattice Semiconductor Corporation (NASDAQ: LSCC), the low power programmable leader, today extended its portfolio of comprehensive low power FPGA-based solution stacks with the introduction of Lattice Automate™. The stack includes software tools, industrial IP cores, modular hardware development boards, and software-programmable reference designs and demos that simplify and accelerate implementation of applications like robotics, scalable multi-channel motor control with predictive maintenance, and real-time industrial networking. Intelligent industrial systems made possible by Automate will play a vital role in automating future smart factories, warehouses, and commercial buildings. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210511005309/en/ Introducing the Lattice Automate solution stack for the accelerated development of industrial automation applications. (Graphic: Business Wire) Technology trends like the IoT and Ed
Esri and IBM Team Up to Take on Climate Change with Call for Code11.5.2021 19:23:00 CEST | Press release
Esri, the global leader in location intelligence, today announced it is joining the fourth annual Call for Code Global Challenge. Created by David Clark Cause and launched in partnership with IBM, United Nations Human Rights, and the Linux Foundation, Call for Code is designed to make an immediate and lasting global impact on humanitarian issues, using open-source-powered technology. In this year’s competition, software developers and innovators around the world will take on climate change with open-source software, including Red Hat OpenShift, IBM Cloud, IBM Watson, IBM Blockchain, and data from The Weather Company. Since Call for Code was launched in 2018, more than 400,000 developers and problem solvers across 179 nations have participated, creating more than 15,000 applications. This year’s competition focuses on three sub-themes related to combating climate change: water availability and consumption, food production and delivery, and economic production and consumption. The winnin
Experian Announces New Commitment to a Flexible Working Culture11.5.2021 18:26:00 CEST | Press release
Experian, the global information services company, has today announced a new global approach to work. The aim is to take the learnings from the experience of Covid-19 lockdown and create a working environment which suits everyone’s situation. Experian is committing to promote more individual choice by creating a new hybrid model, where employees will be encouraged to ‘work your way’. Through the lockdown, Experian moved its global operations to remote working with very limited disruption. Most employees will be offered increased flexibility, with the majority moving to a hybrid model, some working fully remotely, and some in the office. Experian – which operates in 45 countries around the world – believes this will continue to boost productivity and improve the work / life balance options for its 17,800 global employee base. What the Covid-19 crisis has reminded us, beyond everything else, is that we are all individuals living very different lives. That’s prompted Experian to go down t
SentinelOne is the Only Vendor to Score Highest Across All Three Gartner Critical Capabilities Use Cases11.5.2021 17:40:00 CEST | Press release
SentinelOne, the autonomous cybersecurity platform company, today announced that Gartner has positioned SentinelOne with the highest scores in all three use cases; Type A, B, & C in Gartner’s 2021 Critical Capabilities for Endpoint Protection Platforms report1. Out of the 19 vendors included in the report, SentinelOne is the only vendor that received the highest score across all three Critical Capabilities use cases: Customer use case Type A is focused on “lean forward” organizations that adopt new technologies very early in the adoption cycle. Customer use case Type B is focused on “overall value” by weighing the risks of the early use of new technology against the benefits. Customer use case Type C represents organizations that typically view technology as an expense or operational necessity and use it as a means to reduce costs. “We believe receiving the highest product score across all three customer use cases in the 2021 Critical Capabilities for Endpoint Protection Platforms vali
1E Challenges DEM Market to Deliver More, Launching New Unified eXperience Management Category11.5.2021 16:35:00 CEST | Press release
1E, innovators in endpoint management, today announced Unified eXperience Management (UXM), a new category that seeks to address the siloed approach inherent in tools in the Digital Experience Monitoring (DEM) space. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210511005842/en/ 1E Tachyon Platform: Unified eXperience Management to improve the Digital Experience of all employees (Graphic: Business Wire) Due to the relative immaturity of the Digital Experience Management category, most tooling is focused on identifying and reporting on the scale of the problem, scoring, and issue identification. These tools create analytics silos that give insight, but are uncoupled from the automation technology that can actually improve end-user experience at an enterprise scale. Meanwhile, employees are becoming increasingly more frustrated, with 56% feeling dissatisfied with their IT experience. Organizations looking to improve the digit
Biorasi Receives ISO 9001:2015 Certification for Quality Management11.5.2021 16:30:00 CEST | Press release
Biorasi, a leading global full-service contract research organization (CRO), is proud to announce the achievement of ISO 9001:2015 certification. By earning this ISO accreditation, Biorasi has demonstrated dedication to the practice of quality assurance within the clinical trials industry and commitment to quality excellence for individual clinical studies. “ISO 9001:2015 certification is a big deal for Biorasi,” said Chris O’Brien, CEO at Biorasi. “It is a powerful, independent validation of the quality of our processes. It sends a message to potential sponsors across the globe that Biorasi cares deeply about quality. It tells them they can trust us.” Biorasi was presented with their ISO 9001:2015 certification on May 5, 2021, joining the ranks of other quality-focused organizations, including our preferred vendor, IBM Watson Health. “Our Quality Policy is driven by the fundamental understanding that patients and their families are affected by the decisions we make,” said Todd Brill,
Alvotech Seeks to End AbbVie’s Wrongful Monopoly on Humira and Bring Affordable Arthritis Treatment to U.S.11.5.2021 16:23:00 CEST | Press release
Alvotech today filed a federal lawsuit (Case 1:21-cv-00589) seeking to end the monopoly that pharmaceutical giant AbbVie has long-maintained on the adalimumab market, sold as Humira. Humira is the highest grossing prescription drug in the United States with over $16 billion in sales in 2020 (nearly $20Bn globally). Alvotech has developed a biosimilar (analogous to a generic) of Humira called AVT02, the first-filed biosimilar drug equal in strength to Humira’s latest formulation, which AbbVie markets as a high-concentration, pain-free drug. The company is also developing AVT02 as an interchangeable product and it expects results from its ongoing interchangeability study in Q2 of this year. AVT02 could save U.S. taxpayers and the overall healthcare system $8-10 billion annually. “Our new product will be a gamechanger that will provide consumers who are suffering from chronic pain with significant savings, and we look forward to bringing this drug onto the market as soon as possible,” sai