In a recent brand-reputation survey, tech companies with physical products were well thought of, while those that provided digital services were not as well-liked.
- Users are concerned about artificial intelligence (AI) and its potential side effects, deepening the already prominent distrust of social-media providers.
- Around 75% of Americans surveyed in the Axios Harris poll were worried about deep fakes and generative AI content.
- Companies that users do trust include Samsung, Amazon, and Apple—all of which provide physical products, Axios reports.
- Social-media companies like TikTok, Meta Platforms, and Twitter had some of the worst reputations on the list. Failed crypto exchange FTX had a similar ranking to these social-media companies.
Why it’s news
AI has played a role in consumers’ perception of companies. Tech firms that only offer digital products are viewed with more suspicion than their counterparts. Worries about AI have only strengthened these concerns.
Samsung, Amazon, and Apple held the same position as last year. Sony, Microsoft, and LG landed in the top 20 companies with the best reputations.
The Axios Harris poll ranks companies based on the Reputational Quotient—derived by asking respondents which two companies have the best and worst reputations. These companies make up the list of the 100 most visible companies. A second set of respondents then rates the companies based on seven factors Axios Harris provides. Using a formula that calculates respondents’ rankings and the companies’ attribute scores, Axios Harris ranks the companies from 100 to 0. Any score above 80 is considered excellent, and any score below 64 is considered poor.
Here are the tech companies with the highest Reputational Quotient:
- Samsung 81
- Amazon 80.7
- Apple 80.6
- Sony 79.8
- Microsoft 79.7
- LG 78.8
Among millennials, Google was listed as the most trusted tech company, but the firm was only 35 out of all 100 companies. JP Morgan Chase ranked higher than Apple and Paypal, earning the highest score in data and privacy protection. Brands made in the U.S. received higher rankings than usual, Axios reports.
Social-media companies scored poorly overall. None ranked higher than 94 out of 100.TikTok ranked 94, Meta 97, and Twitter 98. Despite this strong sense of distrust, Meta is one of the best-performing stocks of the year. Since January, it has more than doubled its value, Axios reports.
Twitter’s drop in consumers’ perception may be related to the Elon Musk takeover. Tesla’s reputation also declined this year. It fell from 12th place last year to 62nd palace this year—receding 50 places. No other company had such a dramatic shift.
TikTok’s reputation, however, is mainly dependent on the generation answering the questions. Boomers gave the company a 41 score, while Gen Z and Millennials gave it a 68.7.