KONE and Fazer are the most reputable companies in 2024
Reputation&Trust conducted by T-Media reveals that KONE and Fazer are the companies with the best reputations among Finns in 2024. Ponsse returned to the top three after a one-year hiatus.
T-Media surveyed the reputation of companies operating in Finland in June–July. A total of 10,575 Finns responded Reputation&Trust this year’s Reputation&Trust. Of the top three companies, KONE received a reputation score of 3.95, Fazer 3.93, and Ponsse 3.90. The survey used a five-point rating scale from 1 to 5.
The 10 companies with the best reputation and the 10 with the worst reputation, according to theReputation&Trust survey. The survey, conducted in June–July, included 10,575 Finnish respondents. A reputation score is calculated for each company as the average anseende eight critical anseende .
The top three companies in the study—Kone, Fazer, and Ponsse—are all family-owned or controlled by a family.
“ThroughoutReputation&Trust, family-owned companies have often been among those with a good reputation, which speaks to the importance of family businesses in Finnish society and the economy,” says Riku Ruokolahti, Director of Development at T-Media.
“Although family-owned businesses are a significant part of the business community, the results could be described as overrepresentation. Not even the challenges of the operating environment have affected Kone’s solid reputation. In many family businesses, anseende is part of the company’s historical corporate culture, and this is also clearly evident in our research findings.”
Care companies that have been embroiled in reputation crises have disappeared from the list of those with poor reputations
At the bottom of this year’s list of companies with poor reputations are the Chinese-owned e-commerce companies Shein and Temu. Shein’s reputation score of 1.85 is one of the lowest in the history of Reputation&Trust.
Along with Temun, new additions to this year’s list of companies with poor reputations included the discount store chain Kärkkäinen, which had changed its CEO, and the ride-hailing company Wolt, which had been in the news regarding the terms of its couriers’ contracts.
“It’s interesting that care companies have disappeared from the list of companies with a poor reputation. As recently as last year, Esperi Care and Attendo were on that list; they ended up there during the reputation crisis in the private care sector that began in 2019 and was fueled by scandals,” Ruokolahti says.
In the survey, the energy company Fortum saw the biggest increase in reputation, while the Finnish bus operator Onnibus recorded the biggest decline.
The grocery retail sector in Finland enjoys an exceptionally strong reputation
The S Group, the K Group, and Lidl have managed to remain on the list of reputable companies for several years now. The S Group and the K Group managed to further improve their reputation compared to the previous year.
“The retail sector has succeeded in meeting consumer expectations during and after the COVID-19 pandemic. The list of Finland’s most prestigious companies is marked by a strong presence of grocery retailers. In Finland, the top ten most prestigious companies account for over 90 percent of the grocery market share. In Sweden, by contrast, only one grocery retailer makes it onto the corresponding list,” says Ruokolahti.
This is how we conducted the study
The goal of the Reputation&Trust survey was to assess the reputation of companies operating in Finland among the Finnish public. Data for the survey was collected via an online questionnaire from June 3 to July 8, 2024.
Organizations were evaluated using T-Media’s Reputation&Trust, in which an organization’s reputation score is calculated as the average of eight different categories. The areas are corporate governance, finance, leadership, innovation, interaction, products & services, workplace, and responsibility. The study used a five-point rating scale (1–5).
A total of 10,575 Finns participated in the study. The target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence.
The companies with the best and worst reputations, as reported, were selected for the study based on a preliminary survey conducted in the spring of 2024. In the preliminary study, approximately 1,000 Finns spontaneously named two companies they considered to have a particularly good reputation and two companies they considered to have a particularly poor reputation. T-Media does not influence the selection of the companies included in the study.
The 30 companies with the most mentions were analyzed in greater detail Reputation&Trust. The list being released today includes the ten companies with the highest scores and the ten with the lowest scores.
For more information:
Riku Ruokolahti, Director of Development
riku.ruokolahti@reptrust-staging.fi-p.seravo.com
0400 512 200
Harri Leinikka, CEO
harri.leinikka@reptrust-staging.fi-p.seravo.com
040 505 5001
