Every year, Caliber ranks the top companies in the US on corporate reputation: how much people trust them, like them, and want to work for them. These corporate reputation rankings come from Caliber’s Stakeholder Intelligence Platform, which surveys thousands of people in the US every day.
The Trust & Like Score ranking is published annually in the first quarter, and the Employer Attractiveness ranking follows in the third quarter.
Costco tops the US Fortune 30 TLS ranking in 2026, its score of 79 leads the index, closely followed by The Home Depot and UPS.
Apple ranked first in the US Fortune 30 Employer Attractiveness ranking in 2025, with Costco and Amazon close behind.
The Trust & Like Score (TLS) is Caliber’s chief metric for measuring corporate reputation and stakeholder trust: how much the American public trusts and likes each company. Because it’s built on continuous daily tracking of a representative population rather than a single survey wave, TLS functions as a genuine benchmark of corporate reputation, not a one-off opinion poll.
Companies are selected for this ranking as the 30 largest and most visible companies in the Fortune 500 Index, based on turnover, headcount, historical presence, and general public familiarity.
Every company in this ranking is measured through Caliber’s annual daily stakeholder study, using two direct questions: “[Company] is a company I trust” and “[Company] is a company I like.” The 2025 score is based on over 30,000 responses from the American population, collected daily throughout the year.
Each answer is collected on a 7-point scale and normalized to Caliber’s 0-100 Normative Scale, making scores directly comparable across companies, across markets, and across years.
Because the underlying data is collected every day rather than once a year, a company’s TLS reflects how its reputation actually moved across the full 12 months, not a single moment when a survey happened to run, which is what makes it a reliable benchmark rather than a snapshot.
Scores are based on evaluations from demographically representative respondents who demonstrated high familiarity with the company they rated, defined as scoring 4 or above on a 7-point familiarity scale, after demonstrating general awareness of it. Companies where fewer than 15% of respondents met this threshold are excluded from the main ranking
| Rank ⇅ | Company ⇅ | Familiarity ⇅ | TLS 2024 ⇅ | TLS 2025 ⇅ | +/- ⇅ |
|---|---|---|---|---|---|
| 1 | Costco | 72% | 78 | 79 | ▲ +1 |
| 2 | The Home Depot | 81% | 76 | 77 | ▲ +1 |
| 3 | UPS | 83% | 78 | 77 | ▼ -1 |
| 4 | Amazon | 86% | 78 | 76 | ▼ -2 |
| 5 | Lowe's | 82% | 76 | 76 | — 0 |
| 6 | Kroger | 63% | 74 | 75 | ▲ +1 |
| 7 | FedEx | 84% | 77 | 74 | ▼ -3 |
| 8 | Dell Technologies | 65% | 70 | 73 | ▲ +3 |
| 9 | Walmart | 90% | 72 | 72 | — 0 |
| 10 | Microsoft | 79% | 70 | 72 | ▲ +2 |
| 11 | P&G | 61% | 71 | 72 | ▲ +1 |
| 12 | Apple | 76% | 70 | 71 | ▲ +1 |
| 13 | CVS Health | 72% | 73 | 71 | ▼ -2 |
| 14 | J&J | 72% | 68 | 69 | ▲ +1 |
| 15 | Target | 81% | 72 | 69 | ▼ -3 |
| 16 | General Motors | 62% | 69 | 68 | ▼ -1 |
| 17 | JPMorgan Chase | 51% | 66 | 68 | ▲ +2 |
| 18 | State Farm | 71% | 69 | 68 | ▼ -1 |
| 19 | Ford | 81% | 68 | 67 | ▼ -1 |
| 20 | Verizon | 78% | 64 | 67 | ▲ +3 |
| 21 | Citigroup | 55% | 64 | 66 | ▲ +2 |
| 22 | The Walt Disney Company | 72% | 67 | 65 | ▼ -2 |
| 23 | Chevron | 57% | 65 | 64 | ▼ -1 |
| 24 | AT&T | 79% | 63 | 63 | — 0 |
| 25 | Bank of America | 67% | 59 | 62 | ▲ +3 |
| 26 | Wells Fargo | 65% | 57 | 61 | ▲ +4 |
| 27 | ExxonMobil | 63% | 60 | 60 | — 0 |
| 28 | Comcast | 56% | 60 | 59 | ▼ -1 |
| 29 | Meta Platforms | 60% | 54 | 54 | — 0 |
| 30 | Tesla | 60% | 53 | 50 | ▼ -3 |
The Employer Attractiveness Score is Caliber’s chief metric for measuring how appealing a company is as a place to work in the US. Because it’s built on continuous daily tracking of a representative population rather than a single survey wave, it functions as a genuine benchmark of employer appeal, not a one-off opinion poll.
Companies are selected for this ranking as the 30 largest and most visible companies in the Fortune 500 Index, based on turnover, headcount, historical presence, and general public familiarity.
Every company in this ranking is measured through Caliber’s annual daily stakeholder study, using one direct question: “If I were looking for a job, I would consider [company] as a place to work.” The 2025 score is based on over 8,000 responses from the American population, collected daily between January and May 2025.
The score counts only the top two ratings, 6 and 7, on a 7-point scale, and only among respondents already familiar with the company, so it reflects genuine consideration rather than general name recognition.
Because the underlying data is collected daily across a defined survey window rather than from a single spontaneous poll, a company’s score reflects a consistent, representative read of the working American population, which is what makes it a reliable benchmark rather than a snapshot.
Scores are based on evaluations from demographically representative respondents who demonstrated high familiarity with the company they rated, defined as scoring 4 or above on a 7-point familiarity scale, after demonstrating general awareness of it. Companies where fewer than 15% of respondents met this threshold are excluded from the main ranking.
| Rank ⇅ | Company ⇅ | EA 2024 ⇅ | EA 2025 ⇅ | +/- ⇅ | Familiarity ⇅ |
|---|---|---|---|---|---|
| 1 | Apple | 35% | 46% | ▲ +11 | 76% |
| 2 | Costco | 39% | 42% | ▲ +3 | 74% |
| 3 | Amazon | 46% | 40% | ▼ -6 | 87% |
| 4 | FedEx | 44% | 40% | ▼ -4 | 85% |
| 5 | P&G | n/a | 40% | n/a | 62% |
| 6 | Microsoft | 37% | 39% | ▲ +2 | 80% |
| 7 | The Walt Disney Company | 39% | 39% | — 0 | 76% |
| 8 | UPS | 39% | 38% | ▼ -1 | 85% |
| 9 | Kroger | 29% | 37% | ▲ +8 | 64% |
| 10 | Dell Technologies | 32% | 36% | ▲ +4 | 66% |
| 11 | J&J | 38% | 34% | ▼ -4 | 75% |
| 12 | The Home Depot | 53% | 34% | ▼ -19 | 83% |
| 13 | Walmart | 29% | 34% | ▲ +5 | 90% |
| 14 | General Motors | 34% | 33% | ▼ -1 | 63% |
| 15 | JPMorgan Chase | 33% | 33% | — 0 | 52% |
| 16 | Ford | 34% | 32% | ▼ -2 | 83% |
| 17 | State Farm | 32% | 31% | ▼ -1 | 72% |
| 18 | Tesla | 34% | 30% | ▼ -4 | 59% |
| 19 | Wells Fargo | 26% | 30% | ▲ +4 | 66% |
| 20 | CVS Health | 32% | 29% | ▼ -3 | 75% |
| 21 | Lowe's | 34% | 29% | ▼ -5 | 84% |
| 22 | Target | 36% | 29% | ▼ -7 | 83% |
| 23 | AT&T | 35% | 28% | ▼ -7 | 79% |
| 24 | Bank of America | 27% | 27% | — 0 | 68% |
| 25 | ExxonMobil | 29% | 27% | ▼ -2 | 64% |
| 26 | Meta Platforms | 24% | 27% | ▲ +3 | 61% |
| 27 | Comcast | 25% | 26% | ▲ +1 | 56% |
| 28 | Verizon | 23% | 26% | ▲ +3 | 79% |
| 29 | Citigroup | 23% | 22% | ▼ -1 | 54% |
| 30 | Chevron | 29% | 21% | ▼ -8 | 58% |
Familiarity reflects the share of the general public who recognize a company well enough to rate it. Niche or B2B companies often carry high Employer Attractiveness scores alongside low familiarity, since the smaller audience who do know them tends to be more favorable.
Most corporate reputation rankings share the same basic setup: a single survey, run once a year, asked only to consumers. Caliber’s rankings are built differently, in three ways that change what the score actually tells you.
Caliber surveys people in the US every single day, all year long, so each score reflects a full year of continuous data, not one moment a single news cycle could skew.
Scores break down by stakeholder group, age, income, political affiliation, and more, showing exactly which audiences drive a company’s reputation up or down, not just that it moved.
The Trust & Like Score is validated across 40 markets and 4 million+ responses, so it links directly to buying, recommending, investing, and hiring intent, not just how people feel.
Interviews conducted so far, with thousands added every day
Companies monitored worldwide, including largest players across all sectors
Countries in which we track perceptions of different companies and industries
METHODOLOGY
Caliber surveys thousands of people daily on how they perceive each company tracked. Respondents are representative of the national population by age, gender, region, and other key demographics.
Only respondents who are aware of and familiar with a company are included in the scoring, so results reflect informed perceptions, not general awareness or brand recognition.
All results sit on a 0–100 scale, standardized using Caliber’s globally validated Normative Scale, with a margin of error of around ±1.6 points at a 95% confidence level, making every ranking robust and directly comparable.
Each ranking is based on Caliber’s reputation framework, tested across 40 markets and over 5 million responses, showing how perceptions shape trust and likeability, which in turn drive buying, recommending, investing, and hiring decisions.
Caliber ranks the top companies in the US using two Fortune 30 rankings: the Trust & Like Score, which measures overall corporate reputation, and the Employer Attractiveness Score, which measures appeal as a workplace. Costco leads the 2026 Trust & Like Score ranking, and Apple leads the 2025 Employer Attractiveness ranking.
Costco ranks first in Caliber’s 2026 US Fortune 30 Trust & Like Score ranking, with a score of 79, placing it in the High tier on Caliber’s 0-100 scale.
Apple ranked first in Caliber’s 2025 US Fortune 30 Employer Attractiveness ranking, with 46% of the informed public saying they would very likely consider working there.
The Trust & Like Score ranking is published annually in the first quarter, and the Employer Attractiveness ranking is published in the third quarter, both reflecting continuous daily tracking rather than a single survey.
Corporate reputation, measured by the Trust & Like Score, reflects how much the public trusts and likes a company overall. Employer attractiveness measures a narrower question: whether people would want to work there. A company can score well on one and not the other.
