The 30 most-trusted companies in the world
03 May 2016
The world's strongest corporate reputations
Successful, innovative, credible, ethical. The planet's most admired multinationals rock all these attributes, and then some. The Reputation Institute compiles the definitive survey into corporate reputations and its Global RepTrak® 100 lists the most respected companies. These are the top 30 most trusted firms in 2016.
30. 3M
Super-inventive, the Minnesota-based company that launched waterproof sandpaper, Scotch Tape and Post-It Notes is admired for its ingenuity and 15% rule. Employees, who are lavished with generous perks, are encouraged to devote up to 15% of their time at work to personal projects.
29. Visa
As well as garnering serious props for seamlessly processing trillions of payments a year, Visa is regarded as one of the world's best employers, with staff enjoying a wealth of benefits, including free exercise classes and cash bonuses if they commute by foot or take public transport.
28. Colgate-Palmolive
With its focus on research and development, improving existing products, employee wellbeing and long-term profitability, the household and personal care products firm is a fantastic example of how to run a large FMCG company.
27. IKEA
The ubiquitous Swedish furniture giant is widely respected for its commitment to innovation and sustainability, as well as generous employee remuneration: IKEA was one of the first big retailers to pay store staff the living rather than minimum wage for instance. However, like several multinationals on the list, the firm has been accused of aggressive tax avoidance.
26. Panasonic
Panasonic, which has been around for almost a century, has built up a formidable reputation over the years, thanks to its emphasis on quality and refusal to compromise on standards – no wonder the company's customer satisfaction scores are so high.
25. Robert Bosch
The German engineering and electronics company is well-known for manufacturing high-quality products and delivering stellar customer service. Strongly philanthropic, founder Robert Bosch was famous for funding educational projects and the firm carries on the tradition, supporting a number of projects in various developing countries.
24. L'Oréal
Widely praised for its cutting-edge product range, ingenious research and development, and an air of exclusivity that is unusual for a mass market company, L'Oréal also rewards staff generously and is big on corporate social responsibility, hence its prominent placing on the list.
23. Philips Electronics
The Netherlands' most reputable company is synonymous with quality and has been commended for philanthropy, employee wellbeing and sustainability: Philips pioneered environmentally-friendly LEDs.
22. Nestlé
No stranger to controversies during its 111-year history – the infamous infant formula and Maggi noodle scandals immediately spring to mind – Nestlé actually enjoys a strong corporate reputation and its brands are trusted by millions worldwide.
21. Amazon
Although Amazon has been criticized for excessive tax avoidance, half-hearted sustainability policies and poor treatment of factory staff, the online retailer commands respect for its forward-thinking ethos, generous HQ employee benefits and impressive customer satisfaction rating.
20. Levi Strauss & Co
The iconic denim company is notable for its consistently high-quality products, excellent staff benefits and long-standing support of social causes – the philanthropic Levi Strauss Foundation has donated over $300 million (£204m) to non-profit community organizations.
19. Nintendo
Dubbed the most reputable games company on the planet, Nintendo – which has a robust corporate social responsibility policy – is an industry trailblazer with staying power and enduring credibility among the gaming community.
18. Ferrero
The world's most respected food company is still family-run and its product range, which includes Nutella, is much loved. The company is also a sustainability hero, attracting praise from the likes of Greenpeace and the World Wide Fund for Nature. Ferrero was one of the first multinationals to source sustainable palm oil for its products.
17. Samsung Electronics
Trusted by millions of people worldwide, Samsung is renowned for innovative electronics and vastly improved customer service. Despite scoring low on tax avoidance, the company has a strong philanthropic ethos and its own Hope for Children charity.
16. Johnson & Johnson
Its reputation has been dealt a blow by the recent talc cancer scandal, but Johnson & Johnson is still riding high on the list. The company is known for quality products, innovation and sustainability, plus its staff benefits are legendary and include on-site childcare, paid sabbaticals and a free employee concierge service.
15. Michelin
France's most reputable company, Michelin is admired for quality tires, prestigious restaurant guides and comprehensive road maps. The firm is working hard to reduce pollution and waste and its employee benefits, which include excellent healthcare, flexitime and job sharing are top notch.
14. Rolls-Royce Aerospace
A UK Serious Fraud Office investigation over allegations of bribery hasn't stopped Rolls-Royce Aerospace from landing in 14th place. The company boasts an impeccable reputation for excellent products and lavish philanthropy.
13. Nike
While Nike has been accused of overzealous tax avoidance and using sweatshops to produce its wares, the company's ever-popular sportswear, incredible global brand recognition and charitable endeavors guarantee a plum spot on the list.
12. Adidas Group
Although Adidas may be the world's number two sportswear company in terms of sales, it beats rival Nike when it comes to reputation. The Bavaria-based multinational has been praised for innovation, ethical practices and treatment of staff – Adidas was recognized as Germany's top employer in 2015.
11. Intel
Another company that has been blasted in the media for extreme tax avoidance, Intel nonetheless makes the list for very good reason. The chip maker is the global market leader par excellence and scores high on philanthropy and employee wellbeing.
10. Apple
Slipping down the list this year, Apple may be applauded for its slickly designed product range and exemplary customer service, but the company's detractors have poured scorn on its tax avoidance, notorious lack of charitable giving and the poor treatment of workers at the Foxconn assembly plant in China.
9. Sony
With its rep pretty much recovered from the disastrous 2014 hacking scandal, Sony is widely respected for high performance products, superb customer service and treating its employees exceptionally well.
8. Canon
The Japanese camera and imaging company is held in high esteem by many people worldwide. Not only concerned with manufacturing quality products, Canon is all about social responsibility and giving back to the community: its corporate philosophy 'Kyosei' means 'working together for the common good'.
7. Microsoft
Microsoft returns to the top 10 this year and the much-trusted tech giant scores highly on everything from brand recognition and philanthropy to employee wellbeing – staff are entitled to extra-generous maternity and paternity leave for example.
6. LEGO Group
Last year's Ai Weiwei art controversy may have been a PR disaster for LEGO but the company still commands high levels of respect for its corporate values, and LEGO products are of course enduringly popular with millions of children worldwide.
5. Daimler (Mercedes-Benz)
The German automotive multinational makes some of the world's most luxurious vehicles and reports suggest it secured a $11 billion (£7.5bn) order from Uber last year. Excellent working conditions and social responsibility policies add to Daimler's rock-solid rep.
4. BMW Group
Last year's number one, BMW has slipped to four in the 2016 round-up, but it's still the world's most respected automotive company. The firm prides itself on near-peerless products, sterling customer service and an unwavering commitment to social responsibility.
3. Google
Aggressive tax avoidance practices may have dented its rep somewhat but Google – true to its new 'Do the right thing' motto – is still admired for constant innovation, massive global reach, mega-philanthropy and outstanding treatment of employees. Staff enjoy extra-generous pay and killer perks.
2. The Walt Disney Company
Disney holds a special place in many people's affections and is renowned for imagination, innovation and social responsibility. However, it will be interesting to see if, following a lot of bad press lately about its tax affairs, it’s considered the world's second most reputable firm next year.
1. Rolex
The world's most respected company, Rolex ticks all the corporate rep boxes. The Swiss watchmaker is famed for its much sought-after product range – the company's products are serious status symbols with high resale value – superlative customer service and meaningful social responsibility: a significant percentage of Rolex profits goes to charity.
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