企業(yè)聲譽(yù)排行榜報(bào)告

1、About The Axios Harris Poll 1001The Axios Harris Poll 100 measures what real people think about the companies in our cultural conversation as based on The Harris Polls Reputation Quotient (RQ) study.The Axios Harris Poll 100 is built on a two-step process. The study starts fresh each year by surveyi

2、ng the publics top of mind awareness of companies who either excelled or faltered in society. These 100 “most visible companies”for good or bad reasonsare then ranked by a second group of Americans across key dimensions of corporate reputation attributes to arrive at the ranking where 1=Best and 100

3、=Worst. If a company is not on our list, it does not suggest that they have either a good or bad reputation, but rather they didnt reach a critical level of visibility to be measured.The Axios Harris Poll 100 has ranked reputation since 1999. The surveys Reputation Quotient (RQ) ranking is based on

4、company performance across 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 go

5、od 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 years Axios Harris Poll 100, HYPERLINK /axios-harrispoll-100/ click here.21stA

6、NNUAL RQ STUDYRQ RATINGSJUNE 24TH TO JULY 6TH, 202034,026PEOPLE INTERVIEWEDIntroductionLOOKING FOR TRUST AMID CRISISTURNING TO BUSINESS TO LEADIn the early weeks of 2020, America was xated on impeachment and Iowa vote counting. But as COVID-19 swept across the country, structural weaknesses in Ameri

7、can society suddenly becameexposed. Hospitals faced shortages of PPE, ventilators and ICU beds. Inconsistent public health guidance, testing and other protocols left states to ght the pandemic largely alone. Then Americans fear turned from the virus to its economic devastation. Then as the cases ros

8、e, a reckoning of systemic racial injustice sent people of all ages and colors into Americas streets.In previous crises, companies were part of the problem. This time they are part of the solution. In our reputation survey of over thirty-four thousand Americans, (72%) said “I trust companies more th

9、an the Federal government to help nd solutions to issues related to the COVID-19 pandemic and racial equality movement.”Amid a vacuum of leadership, Americans turned to corporationsespecially large onesas vital leaders in solving the pandemic and restoring the American way of life.2Americans Say Com

10、panies Kept the Country Running During COVID-19Large companies, with resources, expensive infrastructure, advanced logistics, are even more vital now to Americas future than before the pandemic.81%19%AgreeDisagree76%24%Generally speaking, during the COVID-19 pandemic and related shutdowns, companies

11、 were more reliable than the federal government in keeping America running.AgreeDisagreeTrust in large companies enjoyed a strong reputational resurgence this year. Their resources, logistics and expertise amid the crisis made them capable leaders. And many assumed front-line status through their pe

12、ople and presence. But perhaps most importantly, many led with their values as they demonstrated ethics, accountability and leadership to the public during a time of profound anxiety and crisis.And here is where the marketplace elects leaders. Nearly eight in ten Americans (79%) said that “consumers

13、 expect a companys leadership to respond to a crisis like COVID-19 and racial equality.”And nearly the same number (82%) said “I would forgive a company for at least trying to help, even if they dont get it right.”As such, companies that are growing, trusted, have the best products and that responde

14、d decisively during this years COVID-19 crisis also have the best reputations. Conversely, companies that struggle with citizenship, ethics and trust struggle with reputation.3Facing An Uncertain Future, Americans Clamor For Stability, Direction, And Turning To Companies With Purpose And EthicsSourc

15、e: Harris Poll RQBASE: GENERAL PUBLIC (17,006)Q900: How much do you agree or disagree with the following statements about the role of corporations in America?92020 Rankings Key Findings6GUIDE TO RQ SCORES ExcellentVery goodGoodFairPoorVery poor#1Clorox82.8#2Hershey81.5#3Amazon81.4#4Publix81.2#5Gener

16、al Mills81.2#6Wegmans80.4#7Costco80.3#8Procter & Gamble79.9#9Kroger79.4#10UPS79.4#11Chick-l-A79.2#123M78.9#13Hulu78.8#14PepsiCo78.7#15Toyota78.5#16Honda78.5#17Netix78.4#18Tesla78.1#19Microsoft77.8#20FedEx77.7#21USAA77.7#22Samsung77.6#23Disney77.4#24Google77.2#25Honeywell77.1#26General Electric77.0#2

17、7Apple76.9#28Zoom76.7#29Lowes76.5#30Kraft Heinz76.3#31Peloton76.2#32Patagonia76.1#33IBM76.0#34Dell75.9#35Unilever75.9#36Nestle75.9#37CVS75.6#38Walgreens75.6#39Kohls75.4#40Berkshire Hathaway75.3#41Cocoa-Cola75.2#42DoorDash75.1#43Mastercard75.0#44Instacart74.7#45State Farm Insurance74.6#46Home Depot74

18、.6#47Best Buy74.6#48Southwest Airlines74.4#49Yum! Brands74.4#50Wendys74.3#51Target74.2#52Verizon73.9#53Grubhub73.8#54General Motors73.8#55Starbucks73.5#56Nike73.4#57Delta Air Lines73.3#58Macys73.1#59UnitedHealth73.1#60Citigroup73.1#61Pzer73.0#62JPMorgan Chase72.7#63Ford72.4#64Capital One72.1#65Nords

19、trom72.0#66Molson Coors71.9#67Forever 2171.5#68Johnson & Johnson71.4#69T-Mobile71.3#70Chipotle71.2#71Volkswagen70.9#72McDonalds70.8#73ExxonMobil70.6#74Papa Johns70.5#75MLB69.9#76AT&T69.3#77Airbnb69.1#78eBay69.1#79Goldman Sachs68.8#80Uber68.7#81NFL68.5#82Burger King68.4#83Boeing68.3#84Charter Communi

20、cations68.3#85Walmart68.1#86NBA68.0#87Bank of America67.8#88PG&E66.8#89United Airlines66.7#90Dollar General65.6#91BP65.6#92JCPenney63.5#93Comcast63.3#94Fox Corp.63.1#95Twitter62.1#96Wells Fargo61.2#97Facebook60.8#98Monsanto55.2#99Trump Org.54.5#100Juul Labs51.0Key FindingsRISING TO MEET AMERICAN ANX

21、IETYMany companies trended upward in the areas of logistics, digital-led delivery and home services, healthcare and food. Conversely, social media, airlines, clothing retailers and rms embroiled in scandal, poor leadership or acting against the publics interest all faltered. This year above others,

22、ethics mattered. The company with the best reputation made a basic product that kept us safe from COVID-19 (The Clorox Company) while the company with the worst reputation became synonymous with the youth vaping epidemic (Juul Labs).And as Americas needs became more basic and urgent, consumers turne

23、d to big companies that represented safety and reassurance. This signaled a ight fromfancy, where popular industries heavily usedpre-COVID-19 that provided luxury and inuence (e.g., hotels, retail/fashion) took a backseat to the industries that served the essential needs of Americans in crisis mode.

24、This year, the companies that saw the biggest improvements represented comfort and safety, while companies that threatened safety or simply failed to meet the level of essentialness that other companies provided, fell signicantly. We saw the auto industry rise as personal cars became the only safe m

25、ode of transportation for consumers, (90%) think this. Other companies that empowered consumers to sheltering in place at home (State Farm, Target, GE, Google) also ourished.7Biggest improvementsBiggest declines20192020Change20192020ChangePepsiCo#50#1436Boeing#19#8465Tesla 421824Johnson & Johnson336

26、835Toyota 371522The Home Depot124634State Farm 664521Patagonia33229Target 725121Nike355621Honda 361620eBay577821Yum! Brands 684919Nordstrom466519General Electric 432617Walt Disney52318Google 412417Kraft Heinz143016Delta Air Lines 735716Samsung72215GRADING COMPANIES MORE CRITICALLYIn this time of pan

27、demic, consumers have higher expectations of Corporate America (79% expect a companys leadership to respond to a crisis likeCOVID-19 or racial equality) as such they are becoming more critical. While consumers graded industries higher this year, they expect more from them than ever before as theyre

28、entrusting them with shepherding the nation out of the crises. Nearly three-fourths (72%) trust companies more than the federal government to help nd solutions to issues related to COVID-19 and the racial equality movement. Companies who break this trust will be graded harshly.This is a trend we hav

29、e seen building year over year, signaling the fragility of reputation with the rise of critical consumers. In 2017, Wells Fargo set the record for the biggest decline in RQ rank, falling 24 spots.Today, Boeing has more than doubled that setting a new record falling a whopping 65 spots in rank. Last

30、year, Corporate America saw the writing on the wall with Facebooks record breaking fall of 43 spots in rank, but not all heeded this caution.8This Year Marks The Biggest Drops in RankTrended RQ Rank 2016-202010ON THE RISE: COMPANIES THAT DO VS. SAYCompanies that have the most momentum this year are

31、serving the most needs of Americans and similarly, Americans believe these companies will be better o than they were before the pandemic. While COVID-19 put new players on the eld, maintaining momentum will require expanding the meaning of essential beyond COVID-19, evolving services to be exible an

32、d agile to t the ever changing shape of consumers needs in the new normal.Companies With the Most Momentum Are Addressing Market Needs During the Pandemic and Americans See a Bright Post-Pandemic FutureLOGISTICS MEANS RESPECTSupply chain delivering is essential during a crisis. Americans need their

33、groceries and critical supplies. Instead of looking to the government to provide solutions to COVID-19, Americans turned to the reliability and comfort of the ultimate American safety net: big business, indicating that perhaps politics dont matter as much as keeping families fed, fridges stocked, an

34、d hands clean.Both UPS and FedEx proved to be indispensable by connecting us to the outside world and delivering our packages while we stayed home. While most stores shut down due to the lockdowns, big box stores like Costco and Target stayed open to make sure Americans could get their supplies and

35、earned our trust.11Steadfast Incorporated: When The World Stopped, Big Companies DidntTHE SHELTER-THRIVERSAs Americans sheltered in place within their homes for much of 2020, many decided to turn their own home into a staycation. The companies helping us to transform our homes - and our lives within

36、 them - receive top marks for reputation this year.Bringing It Home: The companies enabling the digital home acceleration, from keeping remote workers connected (Microsoft) to business conferences and personal gatherings (Zoom) to streaming (Neix and Hulu) to delivery (DoorDash).The Great Remodel: A

37、s now that Americans are spending more time in their homes, they are looking to make that space more comfortable from remodeling (Lowes and The Home Depot) to upgrading our gadgets and appliances (Apple and Best Buy).Companies That Enabled Us to Thrive While Sheltering in PlaceTHE PROTECTORS: HEALTH

38、 AND IMMUNITY PROVIDERSCompanies that empowered consumers to protect their own health during the pandemic ourished as health and hygiene became Americas top priority. The Clorox Company ranked #1 for the rst time (its only other appearance being 2016 at #14).The Clorox Company earns the #1 spot this

39、 year for the rst time and ranked #1 overall for the Ethics, Products & Services, and Citizen- ship dimensions.3M Company, responsible for ramping up production of its essential N95 masks at the start of the pandemic, ranks #6 in the Proucts & Services dimension and #15 in Ethics.Procter & Gamble, t

40、he maker of countless household and personal essentials - from Charmin and Bounty to Mr. Clean - ranks #8 overall as Americans look to keep their homes- and themselves - clean.During a pandemic, Americans want to feel safe and protect their health by turning two the two largest drugstore chains: bot

41、h CVS and Walgreens rank in the Top 20 for Ethics and Citizenship.Companies That Empowered Consumers to Protect Their Immunity Saw Reputation FlourishTHE PURPOSEFUL ONES: ACTIONS OVER WORDSFacing an uncertain future and waning trust in government to lead them out of this crisis, consumers needed vis

42、ionaries more than ever to guide them. This is the year of servant leadership and speaking with clarity, authority and accountability above the confusion and cacophony as society grapples for any semblance of stability, direction, and leadership. 79% said a companys vision of the world is more impor

43、tant now than in the past.3M who pivoted production to make masks for the front lines ranked #7 for Culture and #20 for Vision. American icons General Motors and Ford both shifted to making ventilators in the early days of the pandemic, and both see their highest ranks in Culture and Products & Serv

44、ices.Companies who took a stand and addressed the simultaneously intertwined crisis of racial inequality and injustice also stood out, such as the NBA (#39 for Supporting Racial Equality, 47 spots higher than its overall Reputation) allowing players to wear social protest messages on jerseys and Uni

45、lever (#23 for Citizenship) subsidiary Ben & Jerrys, who received high praise for its public statements on racial justice and equality.Visionaries For The Public Good: This Was the Year of Servant Leadership and Speaking With Clarity and Accountability Above The Confusion16THE INCLUSIVES: ACTIVIST-L

46、EADERS IN RACIAL EQUALITYToday, being a values led company means speaking out against injustice and leading by example and for consumers, no action means no values. The public says speaking out amid social unrest is a must even if it is uncomfortable; 82% say even if a company stumbles, its importan

47、t to see how they think and what their intentions are. Consumers favored companies who stood up and spoke out against racial inequality and injustice, and those who were capable but did nothing, suered.Companies Who Acted like Activists Overperformed on Values, Speaking Out on Important Societal Iss

48、ues16ConclusionToday, corporate values have bigger implications; 72% say they invest in companies whose values they admire, 83% would work for or recommend a family member to work for a company whose values they share and 58% will boycott brands that dont stand for racial equality.So what do we take

49、 away from the 2020 Axios Harris Poll 100? Communicate your values with action. If the word “pivot” doesnt give you deja-vu yet, then youre doing something wrong - ardent agility to respond and reset to serve the needs of consumers is the dening factor modern reputation.Speaking Out Proves to Main S

50、treet You Are in Tune With What Is Happening; Staying Silent Equals The Optics of IndierenceSource: Harris Poll RQBASE: GENERAL PUBLIC (17,020)Q950: Thinking about issues of racial equality, how much do you agree or disagree with each of the following?MethodologyCOMPANY RATINGS MEASURED ACROSS KEY A

51、TTRIBUTESTRUSTCompany I trustORGANIZATIONAL CHARACTERBUSINESS TRAJECTORYGOOD CULTUREGood company to work forETHICSMaintains high ethical standardsCITIZENSHIPShares my values Supports good causesVISIONClear vision for futureGROWTHStrong prospects for growthPRODUCTS & SERVICESDevelops innovative produ

52、cts and services Oers high quality products and servicesDE TAILED METHODOLOGYPhase 1: Visibility Which Companies have The Best And Worst Reputations (Unaided)In November and December 2019, The Harris Poll elded three rounds of “nominations” among a nationally representative sample of Americans to de

53、termine which companies were top-of-mind for the public. Respondents were asked which two companies they think have the best reputation and which two have the worst reputation. Both sets of nominations were then combined into a single list, with subsidiaries and brands tallied added to their parent

54、organizations. The 100 companies with the most nominations were then selected to be on the Most Notable list.NominationsRound 1Round 2Round 3Round 4November 4-6, 2019November 12-14, 2019December 5-9, 2019June11-15, 2020n=2,209n=2,071n=2,086n=2,026Phase 2: Associations Company Ratings Across Key Attr

55、ibutesRatings for individual companies on the 100 Most Notable list were originally collected during the typical timeframe of January to February 2020, prior to the COVID-19 outbreak. However, due to the historic nature of the pandemic, The Harris Poll elded ratings a second time, in June and July 2

56、020, to measure any shifts in company reputation or visibility and include additional metrics related to the pandemic.The Harris Poll revised and updated the companies comprising the 2020 Most Notable list from the original list prior to the pandemic. Both a fourth round of nominations and companies

57、 from our Essential 100 list in June 2020, which is comprised of companies deemed to play a substantial role in business and society during the pandemic from our COVID-19 tracking and additional research, were factored into which companies qualied for the 100 Most Notable list.34,026 interviews were

58、 conducted online from June 24th to July 6th, 2020 among a nationally representative sample of U.S. adults. Each respondent was randomly assigned two companies, which they answered they were very or somewhat familiar with, to rate. Each company received approximately 305 ratings.2An RQ score is calc

59、ulated by: (Sum of ratings of each of the 9 attributes)/(the total number of attributes answered x 7) x 100 The maximum RQ score is 100. RQ performance ranges are as follows:80 & above: Excellent | 75-79: Very Good | 70-74: Good | 65-69: Fair | 55-64: Poor | 50-54: Very Poor | Below 50: CriticalAbou

60、t UsThe 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 rm that delivers social intelligence for transformational times. We work