Forbes: The 10 Companies Millennials In The U.S. Trust The Most
The 10 Companies Millennials In The U.S. Trust The Most: Samsung Tops The List
By Karsten Strauss
Every year, we take a look at which companies out there in the world are considered the most reputable—by nation, region and overall. It also pays to look at what millennials think. They are, after all, a 75.4 million-strong generation between the ages of 18 and 34—larger in number than the Baby-Boomers.
The information we use to understand which business entities people respect comes from The Reputation Institute (RI), a reputation-management consulting firm based in Boston that launched in 1997. Since it’s founding, the firm has offered corporate clients strategies and insights into how they might gauge and improve their reputation among customers in various markets around the globe.
This year, RI zeroed in on U.S. millennials and used its proprietary scoring system to discover which companies they find the most reputable. We took RI’s results and created a gallery of the top-10. Check it out here.
In putting together its annual list, RI assigns each company a score – The RepTrak Pulse – ascertained by taking into account the esteem, trust, admiration and feelings the general public has for each company in seven dimensions: products & services, innovation, workplace, governance, citizenship, leadership and performance.
Topping RI’s list of the companies millennials find the most reputable is Samsung. The Korea-based tech giant ranked highest in five of RI’s seven dimensions, claiming the top score in all but the products & services and governance categories. RI attributes Samsung’s success at reaching the millennial consumer to its self-promotion campaigns on social media, its commitment to social responsibility and creating an inclusive culture within itself, as well as the tech products it produces which impress the millennial set.
Samsung has seen marked improvement over last year’s survey, jumping 9.3 points over 2015’s results. It improved its score in every dimension RI ranks.
All of the companies on this year’s top-10 play in the technology and consumer industries. Following Samsung, the number-two position was held by Nike, Johnson & Johnson and Intel. Lego, Nintendo and Walt Disney Company all made the top ten as well, and RI attributes their high-rated reputations to the fact that their appeal – their entertainment and children’s products – has lingered with millennials as they grew up.
Number nine on the millennial top-10 is Rolex, which took the crown this year as the most reputable company in the world overall. (Read More: The World’s Most Reputable Companies)
According to the results of this year’s RI millennial survey, when millennials decide that a company is reputable and worthy of respect, they will generally become more of a proponent of that company than other respondents. Across the board, once impressed, they are more willing to work for, invest in, recommend and buy products from a firm they find reputable. But, those habits are strongest among older millennials than younger ones.
In putting together its millennial survey, The Reputation Institute fielded survey responses from millennials and non-millennials (only the former were used to rank the Top-10) who were either “somewhat familiar” or “very familiar” with the companies in question; gauging their opinions on more than 700 companies overall. RI collected 10,000 unique ratings through a web-based questionnaire in a data-collection campaign powered by Toluna. All responsed were collected in 1Q16.