2025 Corporate Reputation Index
Your Reputation. Your Future.
Our 2025 study, based on 25+ years of proven US methodology, surveyed 10,000 UK consumers over 90,000 datapoints, ranking 100 of the most visible companies in the UK. We reveal which companies stand out and why.
4 key reputation trends from 2025
Profit follows purpose
A clear and consistently well delivered purpose pays off in the long term, giving you a sustainable license to lead your category.
The top 3 companies for reputation in 2025 all authentically live their values through their entire company ecosystem
Strong reputation builds resilience in a crises
Investing in your reputation enables you to both endure and successfully navigate your way out of a crisis.
M&S: Strength in its reputation for product and service quality enabled M&S to change the narrative from crises management to a sense of fun with their strawberries and cream sandwich
Octopus: Proving that driving a reputation for fairness and service can succeed even in the toxic energy sector
Be a haven in a sea of hard
A polycrisis of cost of living and exhausting, stressful lives mean people feel overwhelmed. Consumers are craving small, incremental wins to feel optimism at a time when achieving idealised goals feels too out of reach
How are you helping consumers feel better about themselves? Pricing is an ethical act. Your actions will drive whose side you are perceived to be on.
In tough times you need demonstrate how you offer value and make your customers feel valued.
‘Maker tech vs faker tech’ is a great example. Platforms built on ad revenue from algorithms have a poorer reputation than tech companies who make products that improve consumer lives.
Challengers Reshape the Landscape
Aldi & Lidl have cemented their place in UK grocery with unbeatable prices and improved quality.
Chase & Monzo have outperformed legacy banks by offering simple, digital-first experiences.
Smart disruptors redefine consumer expectations, forcing incumbents to adapt.
Key take-out: Smart disruptors redefine consumer expectations, forcing incumbents to adapt.
2025 Specific Data
Lego, Lush and Patagonia top the list. Their success highlights a consistent truth: profit follows purpose. These brands live their values through products and services, not just words.
A clear and consistent culture, values and purpose driving reputation and brand trust from consumers, but more importantly Lego ensures all it’s products, services and behaviours are true to those values ensuring authenticity
Lush have flourished where the Body Shop failed and they have done this by not only having a strong and authentic set of ethical values, but also making the brand experience fun and engaging through live in-store experiences creating a best in class case study of how to succeed in bricks and mortar retail
There are many companies and brands that talk about sustainable and ethical trading but Patagonia has completely shifted this paradigm from a talk track to an authentic end to end business model leaving competitors in it’s wake on this topical and meaningful issue for many consumers
Key take-out: Companies that consistently deliver authentic value—both in what they offer and how they behave—earn the greatest consumer respect and therefore have license to lead, innovate and thrive in their category
The 2025 Corporate Reputation Leaders
| 1 | Lego | 81.8 |
| 2 | Lush | 81.6 |
| 3 | Patagonia | 80.2 |
| 4 | Sony | 80.1 |
| 5 | M&S | 80.1 |
| 6 | Toyota | 79.5 |
| 7 | LG Corporation | 78.9 |
| 8 | Mastercard | 78.8 |
| 9 | Paypal | 78.8 |
| 10 | Samsung | 78.7 |
| 11 | Mercedes-Benz | 78.3 |
| 12 | Pets at Home | 78.2 |
| 13 | Cadbury | 78.1 |
| 14 | Octopus energy | 78.0 |
| 15 | AO (AO.com) | 78.0 |
| 16 | Aviva | 77.6 |
| 17 | Aldi | 77.6 |
| 18 | John Lewis | 77.5 |
| 19 | Chase | 77.5 |
| 20 | L’Oreal | 77.5 |
| 21 | Monzo | 77.4 |
| 22 | Volkswagen Group | 77.4 |
| 23 | Ikea | 77.4 |
| 24 | Visa | 77.4 |
| 25 | Greggs | 77.4 |
| 26 | Hyundai | 77.3 |
| 27 | Simplyhealth | 77.3 |
| 28 | Lidl | 77.2 |
| 29 | Nike | 77.2 |
| 30 | Halfords | 77.2 |
| 31 | Expedia Group | 77.0 |
| 32 | Google | 77.0 |
| 33 | Nationwide | 76.9 |
| 34 | BUPA | 76.8 |
| 35 | Sainsbury's | 76.6 |
| 36 | Waitrose | 76.5 |
| 37 | Prudential | 76.5 |
| 38 | Heinz | 76.5 |
| 39 | Dunelm | 76.4 |
| 40 | Microsoft | 76.0 |
| 41 | Netflix | 75.9 |
| 42 | Tesco | 75.8 |
| 43 | Walt Disney Co | 75.7 |
| 44 | The Ford Motor Co | 75.7 |
| 45 | Boots | 75.5 |
| 46 | National Express | 75.5 |
| 47 | Pizza Express | 75.3 |
| 48 | Discovery+ | 75.3 |
| 49 | British Airways | 75.2 |
| 50 | The Coca-Cola Co | 75.2 |
| 51 | B&Q | 75.1 |
| 52 | First Direct | 74.6 |
| 53 | Premier Inn | 74.3 |
| 54 | Lloyds Bank | 73.9 |
| 55 | Amazon | 73.7 |
| 56 | Apple | 73.6 |
| 57 | Costa Coffee | 73.4 |
| 58 | Travelodge | 73.2 |
| 59 | Halifax | 73.1 |
| 60 | ITV | 72.9 |
| 61 | Cooperative | 72.8 |
| 62 | Bet365 | 72.7 |
| 63 | B&M | 72.6 |
| 64 | Barclays | 72.5 |
| 65 | Easyjet | 72.5 |
| 66 | Argos | 72.4 |
| 67 | Tesla | 72.3 |
| 68 | Ebay | 72.1 |
| 69 | HSBC | 72.0 |
| 70 | Morrisons | 72.0 |
| 71 | Next | 71.8 |
| 72 | Asda | 71.6 |
| 73 | Jaguar | 71.6 |
| 74 | BP | 71.5 |
| 75 | DFS | 71.4 |
| 76 | Shein | 71.3 |
| 77 | Burger King | 71.2 |
| 78 | Virgin Media | 71.1 |
| 79 | Sky | 71.0 |
| 80 | EON | 70.7 |
| 81 | Primark | 70.5 |
| 82 | Vodafone | 69.8 |
| 83 | BT | 69.4 |
| 84 | Uber | 69.3 |
| 85 | Sports Direct | 69.2 |
| 86 | McDonalds | 68.7 |
| 87 | Just Eat | 68.1 |
| 88 | British Gas | 67.1 |
| 89 | Shell | 67.0 |
| 90 | Starbucks | 66.5 |
| 91 | Deliveroo | 66.4 |
| 92 | Talktalk | 65.0 |
| 93 | TikTok | 64.9 |
| 94 | Meta | 63.0 |
| 95 | BBC | 62.8 |
| 96 | Temu | 62.4 |
| 97 | Ryanair | 62.0 |
| 98 | Royal Mail | 61.9 |
| 99 | Evri | 60.8 |
| 100 | X | 56.6 |
Let us talk you through the results
We’d love to speak to you personally about the findings in more detail. Book a call with our team to find out more.
Methodology and the Corporate Reputation Framework at a Glance
Firstly, a nationally representative sample of 1,000 UK consumers were asked which two companies – in their opinion – stand out as having the best reputation and which two have the worst reputation today.
All nominations – best and worst – were compiled into an aggregate list to determine the “Most Visible” companies. From this list we selected the most visible companies.
Secondly, a nationally representative sample of c10,000 UK consumers, who are familiar with each company, rated these companies using the framework to calculate the company’s Corporate Reputation Score.
Fieldwork ran during Q1 2025, and each of the 100 companies evaluated received between 270 and 300 evaluations.
All companies are evaluated against seven dimensions, made up of nine individual measures, from which an overall Corporate Reputation Score is achieved, which is the sum of the overall corporate reputation.
The dimensions can be simplified further to three broader aspects of Character, Trust and Trajectory.
Corporate reputation matters and drives sustainable growth
A strong reputation performance in the Axios Harris Poll study in the USA has been proven to strongly correlate with long-term, stand-out stock and business performance. A 10-year analysis (between 2012 and 2022) of USA corporate reputation with stock market performance has proven that companies with a stronger reputation (Corporate Reputation Score) outperform the market on stock growth.
Stock growth for those with Strong Reputation:
2.7 x higher
vs Dow Jones Industrial Average
2.1 x higher
vs S&P 500
1.3 x higher
vs NASDAQ
Reputation drives behaviour
Companies with a strong reputation drive more positive consumer behaviour in terms of their willingness to accept your expansion in their community, advocacy of your company, as well as building more ‘credit in the bank’ for goodwill when your customers are faced with a problem.
Companies with Excellent Reputation vs Companies with Poor/Very Poor Reputation
Welcome expansion in your community
Give company the benefit of the doubt if faced with a problem
Recommend using the products/services of the company
Key take-out: Reputation is not just an outcome — it is a driver of sustainable growth.
CX + Reputation: Synergistic Assets
Our research shows a near straight-line correlation (0.79) between CX quality and reputation.
Better customer experiences directly strengthen reputation, while reputation amplifies the impact of CX through advocacy and loyalty.
Key take-out: Investing in CX is investing in reputation - and vice versa.
How The Harris Poll UK Can Help
We combine research software and expert advisory services to help companies:
Track and grow reputation.
Test and refine CX propositions.
Identify emotional drivers of loyalty.
Unlock insights for growth and innovation.
We are your partner in building authentic connections that drive long-lasting success.