The 13th annual Harris Poll Reputation Quotient (RQ) study of corporations was released this week, revealing a continuing erosion of trust in corporate leadership among consumers. Not all the news is bad: Apple has soared into the highest reputation rating in the poll’s history. (It is $509.46 per share as I write this.)
The Annual RQ surveys more than 17,000 members of the American general public. Respondents identify the 60 most visible companies, then rate their reputations on 20 different attributes. They are grouped into six different reputation categories: Emotional appeal, products & services, social responsibility, vision & leadership, workplace environment, and financial performance.
According to Harris, Apple has replaced Google as the top-ranked company – now still high as number two on the list. (It is $609.76 per share as I write this.) There was considerable shifting elsewhere. Financial institutions plummeted in rankings. Even Berkshire Hathaway, Warren Buffett’s company, sagged.
Pollsters found consumers are demanding more information and transparency from companies with which they plan to spend their money. They also value strong leadership, a longtime driver of reputation capital as well as valuation.