Patagonia ranked first on the Axios Harris Poll 100 corporate reputation rankings, and Nike and Adidas landed in the Top 25 of the 100 “Highly Visible” brands in the ranking.
The Axios Harris Poll 100 comes from a survey of 16,310 Americans in a nationally representative sampling. A two-step process begins yearly by surveying the public’s top-of-mind awareness of companies that excel or falter in society. These 100 “most visible companies” are then rated by a second group of Americans across seven key dimensions of reputation to determine the ranking. If a company is not on the list, it did not reach a critical level of visibility to be measured.
Patagonia earned a score of 83.5 in the 2023 rankings, moving up from second in 2022 and succeeding Toyota in the top spot.
Among category scores, Patagonia ranked first in Character, Trajectory, Ethics, Citizenship, Productivity & Services. Patagonia ranked second among the 100 companies in Growth, third in Culture and sixth in Trust and Vision.
Nike ranked 21 with a score of 78.4, improving from a ranking of 35 in 2022. Among categories, Nike ranked highest on the Top 100 list in Products & Services, 9; followed by Trajectory, 12; Growth, 16; Vision, 21; Citizenship, 30; Trust, 40; Culture, 42; and Ethics, 66.
Adidas ranked 22 with a score of 78.4, down from 7 in 2022. Among categories, Adidas scored highest among the 100 “High Profile” companies in Growth, at 20; followed by Products & Services, 21; Trajectory, 24; Citizenship, 25; Character, 31; Culture, Also, 31; Trust, 34; and Vision, 46.
No other active lifestyle brands made the list of 100 companies.
The Top 10 in corporate reputation were Patagonia, 1; Costco, 2; John Deere, 3; Trader Joe’s, 4; Chick-fil-A, 5; Toyota Motor, 6; Samsung, 7; Amazon.com, 8; USAA, 9; and Apple, 10.
Among retailers, Costco ranked No. 2 in corporate reputation, Trader Joe’s, 4; Amazon.com, 8; Apple, 10; CVS, 19; Home Depot, 25; Kroger, 27; Aldi, 33; Best Buy, 36; Walgreen’s, 39; Nordstrom, 41; Lowe’s, 43; Kohl’s, 45; Target, 53; Macy’s 60; Hobby Lobby, 68; Bed Bath & Beyond, 74; JCPenney, 79; Walmart, 80; Dollar General, 83; Shein, 83; Dollar Tree, 89; and Family Dollar, 90.
