Patagonia sits atop the 2021 Axios Harris Poll 100 list of corporations that rank them by reputation, a 31 spot improvement from last year. Also scoring well on the list were Costco, Amazon, REI, Adidas, and Nike.
The Axios-Harris Poll 100 has ranked reputation since 1999. The survey’s Reputation Quotient (RQ) ranking is based on company performance is seven key areas:
The Axios Harris Poll 100 is based on a survey of 42,935 Americans in a nationally representative sample conducted April 8-21, 2021. The two-step process starts each year by surveying the consumer’s top-of-mind awareness of companies that either has excelled or faltered. These 100 “most visible companies” are then ranked by a second group of consumers across the seven key areas of reputation to arrive at its ranking. If a company is not on the list, it did not reach the level of visibility to be measured.
Patagonia led the rankings with a score of 82.7, up from a ranking of 32 in 2020. The outdoor brand scored high in…