Air NZ holds on to top spot in corporate reputation survey
Air New Zealand has been voted by consumers as having the country's best corporate reputation for the eighth year in a row.
Air New Zealand plane at Christchurch Airport. File photo Photo: RNZ / Nate McKinnon
This year's Kantar Reputation Index, run in conjunction with Wright Communications, shows the national carrier managed to hold on to its top ranking, with TVNZ and new entrant Mitre 10 to rounding out the top three.
Kantar insights division chief client officer Sarah Bolger said Air New Zealand had won the enduring trust of the New Zealand public, which she attributed to its governance and management team's performance.
"People spontaneously said Air New Zealand was the most desirable company to work for because of its culture, career opportunities and care for people and the environment."
The public's rating of supermarkets fell over the year, with Pak'n Save slipping three places to 5th, and New World tumbling seven spots to 14th.
The supermarket sector had come under increasing scrutiny in the past 12 months, following the Commerce Commission's inquiry into the industry and the high cost of living.
Fisher & Paykel Appliances also slid seven places on the list.
Among the big risers was the homeware retailer Briscoes which climbed 11 places on the index to 17th.
The Warehouse also gained seven places, after its reputation took a hit in the eyes of consumers following its decision to take the wage subsidy in 2020 and then proceed to lay off staff.
Bolger said retailers featured prominently in the 2022 survey, after dropping down the list in recent years.
Wright Communications managing director Nikki Wright said accountability, transparency and authenticity were integral to a company's reputation.
"Media coverage, good or bad, is the most influential factor on the reputations of corporate brands with limited public interface.
"Companies which do the right thing by the public and face up to the issues in an authentic way can ride out occasional setbacks and bad news."
New entrants to the index included Mitre 10, Samsung, Fisher & Paykel Healthcare, K Mart and Heinz Watties.
The Kantar Reputation Index uses the global RepZ framework, which surveys people based on a company's leadership, fairness, responsibility and trust.
It surveyed 500 people about the top 50 consumer-facing corporate companies in New Zealand.