Leger reveals the most respected companies


Light As part of its 25th annual reputation study, it released its list of the most reputable companies in 2022, according to Canadians and Quebecs.

dreamed up by Light, Reputation It is the only study in Canada that provides a comprehensive industry analysis of reputation. In particular, it allows companies to track their reputation scores over time. This year, the firm surveyed more than 38,000 Canadians to get their views on more than 285 companies in 30 different business sectors. for portion The survey surveyed 17,221 Quebecs and 354 companies in 35 different business sectors to explore their perspectives.

carried out annually, Reputation It is based on 6 recognized columns according to a special model. Light : financial strength, social responsibility, honesty and transparency, quality, commitment and innovation.

In 2022, a new industry was explored in Canada: professional sports teams.

List of the 10 most respected companies in Quebec in 2022

  • Jean-Coutu (points: 84)
  • Google (points: 82)
  • IGA (points: 80)
  • Canadian tire (points: 79)
  • Interac (points: 78)
  • Metro (points: 75)
  • sony (points: 75)
  • YouTube (points: 74)
  • Microsoft (points: 74)
  • toyota (points: 74)

Methodology: 17,221 Quebecs surveyed 354 companies in 35 different business sectors to explore their perspectives.

Here is a list of the 10 most respected professional sports teams in Canada in 2022. Note that each sports team is reviewed in its own market.

  • Toronto Raptors (Reputation Points: 59)
  • Toronto Blue Jays (Reputation Points: 57)
  • Winnipeg Jets (Reputation Points: 55)
  • montreal alouettes (Reputation Points: 51)
  • calgary stamps (Reputation Points: 50)
  • Toronto Maple Leaves (Reputation Points: 48)
  • Calgary Flames (Reputation Points: 47)
  • Edmonton Lubricants (Reputation Points: 46)
  • Vancouver Canucks (Reputation Points: 46)
  • Winnipeg Blue Bombers (Reputation Points: 45)

this Montreal Canadians It is ranked 17th, while CF Montreal is ranked 22nd.

Some key points of the research

Except for a few surprises that deserve mention, like his comeback Google at 2and up or down Canadian tire at 5and After its leading position in 2021, even YouTube at 9and he is In general, the reputation scores of the best are no longer what they once were. In this mood Light He chose to take a step back this year to conduct a comparative analysis of data ten years apart, such as 2013 and 2022. This analysis of the top 50 for these two years, Corporate reputation for the last ten years in the country.

First, overall, the 2022 Top 50 Companies list shows a median decline in reputation score of -8 percentage points compared to 2013. In 2022, the highest score in Canada was 73, while in 2013 it was -18, down 91. In Quebec, the decline is slightly less pronounced, but equally significant, with a -12 point drop of 84, with the highest reputation score being 84 in 2022 and 96 in 2013.

Then, this overall drop in reputation scores among our leaders is mainly explained by a marked drop in reputation scores. good ideawhatever the industry. Even among the top classes there is a slow erosion of brand equity.

Finally, as a result of these first two observations, Light He recorded a series of vases communicating between good idea and I don’t know enough have With a median increase of 19% in Canada and 6% in Quebec in 2022 compared to 2013.

‚ÄČThere is a loss of brand value in the public. In short, if the big well-known companies continue to occupy the list of the 10, look at the top 20 or 50 most reputable companies, they do so today with lower reputation scores than in the past. “The challenge for companies will be to better understand their customers’ perceptions of them and create actions to rebuild their relationships.” Christian spraindeputy general manager Light.

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