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About The Axios Harris Poll 100
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The Axios Harris Poll 100 measures what real people think about the companies in our cultural conversation as based on The Harris Poll’s Reputation Quotient (RQ) study.
The Axios Harris Poll 100 is built on a two-step process. The study starts fresh each year by surveying the public’s top of mind awareness of companies who either excelled or faltered in society. These 100 “most visible companies”—for good or bad reasons—are 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=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 didn’t reach a critical level of visibility to be measured.
The Axios Harris Poll 100 has ranked reputation since 1999. The survey’s Reputation Quotient (RQ) ranking is based on 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 good 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 year’s Axios Harris Poll 100, click here.
21st
RQ RATINGS
34,026
ANNUAL RQ STUDY
JUNE 24TH TO JULY 6TH, 2020
PEOPLE INTERVIEWED
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2
Introduction
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Americans Say Companies Kept the Country Running During COVID-19
Large companies, with resources, expensive infrastructure, advanced logistics, are even more vital now to
America's future than before the pandemic.
81%
19%
Agree Disagree
Generally speaking, during the COVID-19 pandemic and related shutdowns, companies were more reliable than the federal government in keeping America running.
76%
24%
Agree Disagree
LOOKING FOR TRUST AMID CRISIS TURNING TO BUSINESS TO LEAD
In the early weeks of 2020, America was fixated on impeachment and Iowa vote counting. But as COVID-19 swept across the country, structural weaknesses in American society suddenly became exposed. Hospitals faced shortages of PPE, ventilators and ICU beds. Inconsistent public health guidance, testing and other protocols left states to fight the pandemic largely alone. Then Americans’ fear turned from the virus to its economic devastation. Then as the cases rose, a reckoning of systemic racial injustice sent people of all ages and colors into America’s 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 than the Federal government to help find solutions to issues related to the COVID-19 pandemic and racial equality movement.”
Amid a vacuum of leadership, Americans turned to corporations—especially large ones—as vital leaders in solving the pandemic and restoring the American way of life.
33
Source: 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?
Facing An Uncertain Future, Americans Clamor For Stability, Direction, And Turning To Companies With
Purpose And Ethics
Trust 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 people 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 expect a company’s 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 don’t get it right.”
As such, companies that are growing, trusted, have the best products and that responded decisively during this year’s COVID-19 crisis also have the best reputations. Conversely, companies that struggle with citizenship, ethics and trust struggle with reputation.
9
2020 Rankings Key Findings
66
2020 Corporate Reputation RankingsG U I D E T O R Q S C O R E S
Excellent Very good Good Fair Poor Very poor
#1 Clorox
#2
#3
#4
#5
Hershey
Amazon
Publix
General Mills
#6
#7
#8
#9
#10
Wegmans
Costco
Procter & Gamble
Kroger
UPS
#11
#12
#13
#14
#15
Chick-fil-A
3M
Hulu
PepsiCo
Toyota
#16
#17
#18
#19
#20
Honda
Netflix
Tesla
Microsoft
FedEx
#21
#22
#23
#24
#25
USAA
Samsung
Disney
Honeywell
#26
#27
#28
#29
#30
General Electric
Apple
Zoom
Lowe’s
Kraft Heinz
#31
#32
#33
#34
#35
Peloton
Patagonia
IBM
Dell
Unilever
82.8
81.5
81.4
81.2
81.2
80.4
80.3
79.9
79.4
79.4
79.2
78.9
78.8
78.7
78.5
78.5
78.4
78.1
77.8
77.7
77.7
77.6
77.4
77.2
77.1
77.0
76.9
76.7
76.5
76.3
76.2
76.1
76.0
75.9
75.9
#36 Nestle
#37
#38
#39
#40
CVS
Walgreens
Kohl’s
Berkshire Hathaway
#41
#42
#43
#44
#45
Coca-Cola
DoorDash
Mastercard
Instacart
State Farm Insurance
#46
#47
#48
#49
#50
Home Depot
Best Buy
Southwest Airlines
Yum! Brands
Wendy’s
#51
#52
#53
#54
#55
Target
Verizon
Grubhub
General Motors
Starbucks
#56
#57
#58
#59
#60
Nike
Delta Air Lines
Macy’s
UnitedHealth
Citigroup
#61
#62
#63
#64
#65
Pfizer
JPMorgan Chase
Ford
Capital One
Nordstrom
#66
#67
#68
#69
#70
Molson Coors
Forever 21
Johnson & Johnson
T-Mobile
Chipotle
75.9
75.6
75.6
75.4
75.3
75.2
75.1
75.0
74.7
74.6
74.6
74.6
74.4
74.4
74.3
74.2
73.9
73.8
73.8
73.5
73.4
73.3
73.1
73.1
73.1
73.0
72.7
72.4
72.1
72.0
71.9
71.5
71.4
71.3
71.2
#71 Volkswagen
#72
#73
#74
#75
McDonald’s
ExxonMobil
Papa John’s
MLB
#76
#77
#78
#79
#80
AT&T
Airbnb
eBay
Goldman Sachs
Uber
#81
#82
#83
#84
#85
NFL
Burger King
Boeing
Charter Communications
Walmart
#86
#87
#88
#89
#90
NBA
Bank of America
PG&E
United Airlines
Dollar General
#91
#92
#93
#94
#95
BP
JCPenney
Comcast
Fox Corp.
#96
#97
#98
#99
#100
Wells Fargo
Monsanto
Trump Org.
Juul Labs
70.9
70.8
70.6
70.5
69.9
69.3
69.1
69.1
68.8
68.7
68.5
68.4
68.3
68.3
68.1
68.0
67.8
66.8
66.7
65.6
65.6
63.5
63.3
63.1
62.1
61.2
60.8
55.2
54.5
51.0
Many companies trended upward in the areas of logistics, digital-led delivery and home services, healthcare and food. Conversely, social media, airlines, clothing retailers and firms embroiled in scandal, poor leadership or acting against the public’s interest all faltered. This year above others, 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 America’s needs became more basic and urgent, consumers turned to big companies that represented safety and reassurance. This signaled a flight fromfancy, where popular industries heavily used
77
Key Findings
pre-COVID-19 that provided luxury and influence (e.g., hotels, retail/fashion) took a backseat to the industries that served the essential needs of Americans in crisis mode.
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 significantly. We saw the auto industry rise as personal cars became the only safe mode of transportation for consumers, (90%) think this. Other companies that empowered consumers to sheltering in place at home (State Farm, Target, GE, Google) also flourished.
RISING TO MEET AMERICAN ANXIETY
PepsiCo #14#50 36
24
22
21
21
20
19
17
17
16
42
37
66
72
36
68
43
41
73
18
15
45
51
16
49
26
24
57
Tesla
Toyota
State Farm
Target
Honda
Yum! Brands
General Electric
Delta Air Lines
65
35
34
29
21
21
19
18
16
15
#19
33
12
3
35
57
46
5
14
7
#84
68
46
32
56
78
65
23
30
22
Boeing
Johnson & Johnson
The Home Depot
Patagonia
Nike
eBay
Nordstrom
Walt Disney
Kraft Heinz
Samsung
20202019 Change 20202019 Change
Biggest improvements Biggest declines
88
In this time of pandemic, consumers have higher expectations of Corporate America (79% expect a company’s leadership to respond to a crisis like COVID-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 they’re entrusting them with shepherding the nation out of the crises. Nearly three-fourths (72%) trust companies more than the federal government to help find 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 have 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 year, Corporate America saw the writing on the wall with Facebook’s record breaking fall of 43 spots in rank, but not all heeded this caution.
GRADING COMPANIES MORE CRITICALLY
This Year Marks The Biggest Drops in Rank
Trended RQ Rank 2016-2020
109
Companies that have the most momentum this year are serving the most needs of Americans and similarly, Americans believe these companies will be better off than they were before the pandemic. While COVID-19 put new players on the field, maintaining momentum will require expanding the meaning of essential beyond COVID-19, evolving services to be flexible and agile to fit the ever changing shape of consumers' needs in the new normal.
ON THE RISE: COMPANIES THAT DO VS. SAY
Companies With the Most Momentum Are Addressing Market Needs During the Pandemic and Americans See a
Bright Post-Pandemic Future
1110
Supply chain delivering is essential during a crisis. Americans need their 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 don’t matter as much as keeping families fed, fridges stocked, and 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 earned our trust.
LOGISTICS MEANS RESPECT
Steadfast Incorporated: When The World Stopped, Big Companies Didn’t
11
As 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 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 (Neflix and Hulu) to delivery (DoorDash).
• The Great Remodel: As now that Americans are spending more time in their homes, they are looking to make that space more comfortable from remodeling (Lowe’s and The Home Depot) to upgrading our gadgets and appliances (Apple and Best Buy).
THE SHELTER-THRIVERS
Companies That Enabled Us to Thrive While Sheltering in Place
12
THE PROTECTORS: HEALTH AND IMMUNITY PROVIDERS
Companies that empowered consumers to protect their own health during the pandemic flourished as health and hygiene became America’s top priority. The Clorox Company ranked #1 for the first time (it’s only other appearance being 2016 at #14).
• The Clorox Company earns the #1 spot this year for the first 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, the 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: both CVS and Walgreens rank in the Top 20 for Ethics and Citizenship.
Companies That Empowered Consumers to Protect Their Immunity
Saw Reputation Flourish
13
THE PURPOSEFUL ONES: ACTIONS OVER WORDS
Facing an uncertain future and waning trust in government to lead them out of this crisis, consumers needed visionaries 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 company’s vision of the world is more important 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 & Services.
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 Unilever (#23 for Citizenship) subsidiary Ben & Jerry’s, 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 Confusion
1614
THE INCLUSIVES: ACTIVIST-LEADERS IN RACIAL EQUALITY
Today, 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, it’s important 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, suffered.
Companies Who Acted like Activists Overperformed on Values, Speaking Out on
Important Societal Issues
1615
Conclusion
Today, 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 don't stand for racial equality.
So what do we take away from the 2020 Axios Harris Poll 100? Communicate your values with action. If the word “pivot” doesn’t give you deja-vu yet, then you’re doing something wrong - ardent agility to respond and reset to serve the needs of consumers is the defining factor modern reputation.
Speaking Out Proves to Main Street You Are in Tune With What Is Happening; Staying Silent Equals ‘The Optics of Indifference’
Source: 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?
• Ratings 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 fielded ratings a second time, in June and July 2020, 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 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 qualified for the 100 Most Notable list. • 34,026 interviews were 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.
COMPANY RATINGS MEASURED ACROSS KEY ATTRIBUTES
2
TRUST
ORGANIZATIONAL CHARACTER BUSINESS TRAJECTORY
1
DETAILED METHODOLOGY
Company I trust
Methodology
16
Phase 1: Visibility – Which Companies have The BestAnd Worst Reputations (Unaided)
• In November and December 2019, The Harris Poll fielded three rounds of “nominations” among a nationally representative sample of Americans to determine 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 organizations. The 100 companies with the most nominations were then selected to be on the Most Notable list.
Phase 2: Associations – Company Ratings Across KeyAttributes
An RQ score is calculated 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: Critical
GOOD CULTUREGood company to work for
ETHICSMaintains high ethical standards
CITIZENSHIPShares my valuesSupports good causes
VISIONClear vision for future
GROWTHStrong prospects for growth
PRODUCTS & SERVICESDevelops innovative products and servicesOffers high quality products and services
Round 1
November 4-6, 2019
n=2,209
Round 2
November 12-14, 2019
n=2,071
Round 3
December 5-9, 2019
n=2,086
Round 4
June 11-15, 2020
n=2,026
Nominations
18
Learn more at our websiteFollow us on TwitterConnect with us on Linkedin
About Us
17
Ray DayVice Chair
The Stagwell Group
Will JohnsonCEO
The Harris Poll
John GerzemaCEO
The Harris Poll
Wendy SalomonManaging Director
The Harris Poll
The 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 firm that delivers social intelligence for transformational times. We work with clients in three primary areas; building twenty-first-century corporate reputation, crafting brand strategy and performance tracking, and earning organic media through public relations research. Our mission is to provide insights and advisory to help leaders make the best decisions possible. For media inquiries please contact, [email protected]
Appendix
218
TOP COMPANIES ACROSS KEY ATTRIBUTES
CultureTop Ten
CitizenshipTop Ten
#1
#2
#3
#4
#5
Publix
PepsiCo
General Mills
Hershey
Toyota
#6
#7
#8
#9
#10
Clorox
3M
Amazon
Microsoft
Procter & Gamble
#1
#2
#3
#4
#5
Clorox
Publix
Hershey
Wegmans
General Mills
#6
#7
#8
#9
#10
USAA
Costco
Amazon
Procter & Gamble
UPS
Bottom Ten
Bottom Ten
#91
#92
#93
#94
#95
Walmart
Burger King
Fox Corp.
Wells Fargo
#96
#97
#98
#99
#100
JCPenney
Trump Org.
Monsanto
Juul Labs
#91
#92
#93
#94
#95
PG&E
BP
Fox Corp.
#96
#97
#98
#99
#100
Wells Fargo
Comcast
Trump Org.
Monsanto
Juul Labs
EthicsTop Ten
#1
#2
#3
#4
#5
Clorox
Publix
Wegmans
Costco
Kroger
#6
#7
#8
#9
#10
Hulu
Hershey
PepsiCo
UPS
Chick-fil-A
Bottom Ten
#91
#92
#93
#94
#95
NFL
Fox Corp.
BP
Comcast
#96
#97
#98
#99
#100
Wells Fargo
Trump Org.
Juul Labs
Monsanto
219
TOP COMPANIES ACROSS KEY ATTRIBUTES
#1
#2
#3
#4
#5
Product & ServicesTop Ten
Clorox
Tesla
Amazon
Hershey
General Mills
#6
#7
#8
#9
#10
3M
Procter & Gamble
Chick-fil-A
PepsiCo
Apple
Bottom Ten
#91
#92
#93
#94
#95
Comcast
United Airlines
Fox Corp.
Wells Fargo
#96
#97
#98
#99
#100
Dollar General
Monsanto
Trump Org.
Juul Labs
TrustTop Ten
#1
#2
#3
#4
#5
Publix
Clorox
Hershey
General Mills
Costco
#6
#7
#8
#9
#10
Hulu
UPS
Wegmans
Kroger
Amazon
Bottom Ten
#91
#92
#93
#94
#95
Boeing
BP
Wells Fargo
Comcast
Fox Corp
#96
#97
#98
#99
#100
Trump Org.
Juul Labs
Monsanto
GrowthTop Ten
#1
#2
#3
#4
#5
Amazon
Chick-fil-A
Clorox
General Mills
Costco
#6
#7
#8
#9
#10
Kroger
Hershey
PepsiCo
Hulu
Procter & Gamble
Bottom Ten
#91
#92
#93
#94
#95
Burger King
Fox Corp.
Comcast
#96
#97
#98
#99
#100
Wells Fargo
Monsanto
Trump Org.
JCPenney
Juul Labs
VisionTop Ten
#1
#2
#3
#4
#5
Amazon
Clorox
Chick-fil-A
Publix
Procter & Gamble
#6
#7
#8
#9
#10
Kroger
Tesla
PepsiCo
Netflix
Hershey
Bottom Ten
#91
#92
#93
#94
#95
Fox Corp.
BP
PG&E
#96
#97
#98
#99
#100
Monsanto
Wells Fargo
Trump Org.
JCPenney
Juul Labs
220
2020 VELOCITY LIST
55
55
49
61%
48
48
46
46
44
43
42
42
42
41
40
40
40
39
37
35Microsoft
Grubhub
Hershey
Clorox
Samsung
Instacart
Kroger
Netflix
Chick-fil-A
Wegmans
Costco
Publix
USAA
DoorDash
Peloton
Hulu
Tesla
Zoom
Amazon#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
#11
#12
#13
#14
#15
#16
#17
#18
#19
#20
Companies With Most Momentum
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