As part of its 26th annual Reputation study, Leger is proud to unveil the list of the most reputable companies according to Canadians in 2023.

Reputation has become the benchmark for measuring corporate reputation in Canada and monitoring how it changes over time. This year, Leger surveyed more than 38,000 Canadians to explore their perspectives on close to 300 companies in 30 different sectors.

Conducted annually, it is based on Leger’s exclusive model of six recognized pillars of reputation—financial strength, social responsibility, honesty and transparency, quality, attachment and innovation.

The Top 10 Most Reputable Companies in Canada in 2023*

The maximum possible reputation score is 100. This year, according to Canadians, the most reputable companies are:

• Google (Reputation Score: 75)
• Sony (Reputation Score: 74)
• Shoppers Drug Mart (Reputation Score: 71)
• Samsung (Reputation Score: 71)
• Canadian Tire (Reputation Score: 70)
• YouTube (Reputation Score: 70)
• Dollarama (Reputation Score: 69)
• Home Depot (Reputation Score: 69)
• Costco Wholesale (Reputation Score: 67)
• Campbell (Reputation Score: 67)
   

*Methodology: 38,622 Canadians were surveyed to explore their views on 299 companies in 30 different industries.

Some Highlights of the 2023 Reputation Study

Leger's Reputation study often reflects larger societal trends, and this year is no exception: the increases in Canadians’ cost of living and the failure of their incomes to keep pace is mirrored in the study results. The 2023 edition of the study reveals that grocery stores and banks have taken the hardest reputational hit, while discount-oriented dollar stores have risen upwards.

“With many Canadians experiencing hardship on a day-to-day basis, consumers’ expectations of businesses are increasing. Two years ago, Canadians were looking to businesses to support them through the pandemic by ensuring their safety while maintaining a supply of goods/services. Now, however, skyrocketing inflation has put Canadians under new pressures, and they want businesses to help ease the burden.” - Shanze Khan, Senior Research Director

Six of the top ten companies in 2022 remain in the top ten this year (Google, Sony, Shoppers Drug Mart, Samsung, and Canadian Tire ranking in the top 5 and Campbell at #10). Google, now sitting at #1, managed to improve its reputation score by 5 points and dethroned Shoppers Drug Mart. This improvement is driven by fewer bad opinions of Google compared to previous years, bringing it back in line with pre-pandemic levels.  Keeping consistent with the current fiscal climate, Canadian company Dollarama reaches #7, while Costco, geared towards Canadians looking for maximized savings, also jumps in rank to secure its position in the top 10 this year (#9).

One of the biggest hits to reputation this year has been to Netflix. As worries over inflation climbed and entertainment budgets were being cut back, rumblings of Netflix changing their subscription terms late in 2022 likely contributed to a 9-point drop in their reputation score (60 in 2023 compared to 69 in 2022).

All things considered, although certain sectors experienced greater reputation losses than others, the overall reputation of a thorough cross-section of corporate Canada has fallen by an average of just under 1 point, highlighting the resilience of a good name, even in trying times.

“One thing is clear – while it may be a time of volatility, a company’s reputation can still pull them through to the other side. Our data has confirmed that even in inflationary times, consumers are willing to pay more for goods if there is a strong reputation behind the brand. The challenge for businesses is guarding the reservoir of goodwill they have amassed over the years.” - Lisa Covens, Senior Vice-President