June 29, 2022

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Shoppers tops list of Canada’s most reputable companies: Léger survey

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Broader trend shows reputations eroding across the board, Leger finds in annual survey

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The bonds that tie Canadians to major consumer-facing companies have been eroding over the past decade amid a wider decline in trust for institutions and communication fatigue, according to a report from a major market research firm.

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Leger on Thursday unveiled the results of its 2022 Reputation study, which ranks the companies Canadians find most reputable, based on a survey of the opinions and awareness of more than 38,000 people toward 285 companies.

Shoppers Drug Mart came out on top of this year’s list, followed by Sony and Samsung, but the bigger story, according to Leger, was the ongoing decline in the “reputation score” the firm calculates as part of the process, which had been trending down even for top performers.

Shoppers, for example, led the list with a score of 73 this year, whereas the leader in 2013, Google, had scored a 91.

Dave Scholz, executive vice president at Leger, told the Financial Post that while it would be convenient to blame the pandemic for the shift, it is a trend his firm has noticed for the better part of a decade.

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“We’re seeing a general erosion of what we (call) ‘reputation’, and trust is a component of that,” Scholz said. “We’re seeing across the board people aren’t believing what they hear. They’re not as connected as…

Stephanie Hughes

2022-04-07 13:50:41

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