Axios-2019年企业声誉排行榜报告（英文）-2020.9-20页_12mb

Summary of the Axios Harris Poll 100 (2020)

Core Content

The Axios Harris Poll 100 is a corporate reputation ranking that reflects public perception of companies based on their performance across seven key dimensions: Trust, Vision, Growth, Products & Services, Culture, Ethics, and Citizenship. The ranking is determined by surveying a large sample of Americans, who rate companies on these attributes, with a score of 1 = Best and 100 = Worst. Companies not on the list are not judged for their reputation, but rather for their visibility in public consciousness.

Main Points

• Corporate Reputation and Crisis Response: In 2020, the COVID-19 pandemic and the racial equality movement significantly impacted public perception of companies. Americans showed increased trust in corporations to address these crises, with 79% believing that companies should respond to such issues.

• Shift in Consumer Priorities: Consumers turned to essential industries like healthcare, logistics, and home services during the pandemic. Companies that provided safety, hygiene, and reliable services were highly regarded. Conversely, those in social media, airlines, and clothing retail saw a decline in reputation due to perceived failures or lack of ethical leadership.

• Reputation Factors: Companies that demonstrated ethical behavior, innovative products and services, and clear vision were rated higher. Trust in large companies increased, as they were seen as more capable of leading during the crisis.

• Consumer Expectations: There was a clear expectation that companies should act with values and take a stand on social issues. 82% of Americans said they would forgive a company for at least trying to help on social issues, even if it didn't get it right.

Key Findings

• Top 10 Companies in 2020:

  • Clorox (82.8) ranked #1 for the first time.
  • Hershey (81.5) and Amazon (81.4) were among the top.
  • Wegmans, Costco, and Procter & Gamble also ranked highly.
  • Juul Labs (51.0) was ranked #100, the lowest, due to its association with the youth vaping epidemic.

• Biggest Improvements:

  • PepsiCo (from #50 to #14)
  • Tesla (from 42 to 18)
  • Toyota (from 37 to 15)
  • State Farm (from 66 to 45)
  • Target (from 72 to 51)

• Biggest Declines:

  • Boeing (from #19 to #84)
  • Johnson & Johnson (from 33 to 68)
  • The Home Depot (from 12 to 46)
  • Patagonia (from 3 to 32)
  • Samsung (from 7 to 22)

• Companies That Flourished:

  • Clorox, 3M, Procter & Gamble, CVS, and Walgreens were praised for their health and hygiene contributions during the pandemic.
  • Companies that supported racial equality like the NBA, Unilever, and Ben & Jerry's were also highly rated.

• Consumer Behavior and Values:

  • 72% of Americans said they invest in companies whose values they admire.
  • 83% would recommend a family member to work for a company with shared values.
  • 58% would boycott brands that do not stand for racial equality.

• Corporate Leadership in Crisis:

  • Companies that responded decisively to the pandemic and racial equality issues were seen as more trustworthy and aligned with public values.
  • The marketplace is now seen as a place where consumers elect leaders based on their actions and values.

Methodology

The study was conducted in two phases:

1. Phase 1: Visibility:

   • Conducted in November and December 2019.
   • Public was asked to nominate companies with the best and worst reputations.
   • The top 100 companies based on these nominations were selected for the ranking.

2. Phase 2: Associations:

   • Ratings were collected in January to February 2020 and again in June and July 2020 to account for the pandemic's impact.
   • A nationally representative sample of 34,026 U.S. adults was surveyed.
   • Each respondent rated two companies they were familiar with.

Conclusion

The 2020 Axios Harris Poll 100 highlights the increased importance of corporate values and actions in shaping public perception. Companies that act with purpose, ethics, and clarity during times of crisis are more likely to gain public trust and improve their reputation. The ranking also underscores the shift in consumer priorities, with a growing emphasis on safety, reliability, and alignment with societal values.