Joan Jett may not care about her reputation, but she is an anomaly. Amazon again tops the Harris Poll in corporate reputation and is viewed favorably by 86.27 percent of Americans. It is the highest ranking any company has enjoyed in the two decades of asking the question. It is also Amazon’s second consecutive year at number one — and ninth year in the top 10.
Rounding out the rest of the top 10:
2. Wegmans, 85.41
3. Publix Super Markets, 82.78
4. Johnson & Johnson, 82.57
5. Apple, 82.07
6. UPS, 82.05
7. The Walt Disney Company, 82.04
8. Google, 82.00
9. Tesla Motors, 81.70
10. 3M Company, 81.50
Not surprisingly, most of the bottom 10 have been in the news in the past year:
91. Volkswagen Group, 63.46
92. AIG, 63.22
93. Charter Communications, 62.80
94. Sears Holdings Corporation, 62.74
95. Bank of America, 59.69
96. Halliburton, 58.30
97. Monsanto, 56.61
98. Goldman Sachs, 56.32
99. Wells Fargo & Company, 49.11
100. Takata, 48.70
Amazon marked the award by taking 8.62 percent off — proving just how they keep those scores so high. And to prove that the discount wasn’t merely a clever bit of self-promotion, it also donated 5 percent — 10 times the usual donation rate — to purchases made through AmazonSmile, which gives a percentage of purchases to the charity of the shopper’s choice.
For those of you at playing along at home, take note: That’s how you do it.
