Only 2 in 10 Hold a Positive View of Corporate America

Each year since 1999 Harris Interactive has measured the reputations of the most visible companies in the U.S. based on a survey of members of the American general public; his year 17,555 people were interview in the survey process.

In its work Harris has consistently demonstrated the link between strong corporate reputations (i.e., perceptions) and positive supportive behaviors toward those companies, including product purchase and investment behavior. Moreover, it has identified a strong positive relationship between change in reputation and change in market capitalization.

The research evaluates stakeholder perceptions across 20 attributes that are grouped into six dimensions of reputation:

• Products & Services 
• Financial Performance 
• Workplace Environment  
• Social Responsibility 
• Vision & Leadership 
• Emotional Appeal

The overall conclusion from the survey is that the reputation of Corporate America is more tarnished today than a year ago and that a positive momentum from 2011 has faded in 2012:

• Just 2 in 10 Americans say that corporate America’s reputation is positive.
• Only 9% of respondents said that the reputation of corporate America improved over the past year, while 60% said it has declined.

Industries positioned as part of the solution to America’s economic woes are best able to weather negative perceptions surrounding corporate America.

Industries that are seen to be helping America’s ailing economy tend to have higher reputations. Technology enjoys reputation dominance; Government lands in last place behind the Tobacco industry

• Technology and Retail: 53% and 39% of Americans, respectively, see them as part of the solution.

Industries that are perceived to be hurting the economy tend to have lower reputations.

• Financial Services and Banking: 70% and 75% of Americans, respectively, see them as part of the problem.

The Automotive industry continues its reputation recovery, adding another 7 points to positive perceptions after a 15-point increase between 2010 and 2011.

At a specific company level Apple supplants Google for the top spot and Berkshire Hathaway loses luster from prior surveys. Indeed Apple’s score of 85.62, is highest for any company in the history of the survey, and the Technology industry as a whole represents three of the top four companies.

Read the Summary Report.