As we near the end of 2017 we have analyzed the Trust & Affection scores of Denmark’s 100 most prominent companies for Q3 (August to October) and noticed that while the Danish summer has been boring on the weather front – it has produced some interesting changes to the reputation of key companies.
At first sight, the top risers and fallers suggest that there haven’t been any dramatic movements, other than PostNord and Nets regaining some of the goodwill they had lost earlier this year.
However, when comparing the Top 10 companies of each quarter this year, some interesting new entrants pop up.
The most interesting “newcomer” in the Top 10 is undoubtedly Matas. The company has gained strongly in public trust and affection throughout 2017, which earned it a place in the Top 5 most reputable companies in Denmark in Q3. In fact, Matas made a remarkable climb of 15 positions since the Q1 publication earlier this year.
Another fast-climbing “gazelle” is the discounter Lidl. We have previously written about the impressive journey that Rema 1000 has been through to earn the place as one of the most trusted and liked companies in Denmark (currently #3 in the ranking). It seems now that Lidl has been able to ride the wave of “conscientious discounters” becoming ever more popular, improving its trust & affection score by more than 6-points since Q1 2017 – which is more than any other company has achieved this year in Denmark.
On the other end of the table we find the long-term leader A.P. Moller-Maersk, losing 4 points of its Trust & Affection score from earlier in 2017 (only Facebook did worse by losing 7 points since Q1). APM’s scores have remained remarkably stable since we first started our tracking in the summer of 2016, despite all the negative news surrounding the company, including its worst-ever financial results in 2016. It seems, though, that the break-up of the company into two independent entities, which was announced in September (the score dropped by 5 points in that month alone!), was the straw that broke the Danish public’s back – at least perception-wise.
Following the monthly development of the Top 100 ranking proves that there can be no status quo when it comes to the public trust and affection. Even the most reputable companies, like A.P. Moller-Maersk and Novo Nordisk (and even LEGO as we found out in November), can suffer from bad publicity. And those who have been regarded as underdogs for some time – like Lidl or GLS – have all the chances of making it to the top given the right actions.
We are looking forward with anticipation to the results of Q4 and with it the full 2017 results, which we will publish here in January. Until then we wish you all an enjoyable holiday season and a happy new year – full of trust and affection from those around you!
If you would like to learn more about the public trust and affection towards your company, and better understand your position in the ranking feel free to contact us on [email protected].
ABOUT THE STUDY
Caliber believes companies that are driven by a unique purpose and act with integrity build a strong Corporate Character – which wins the trust and affection of their stakeholders, and secures the company’s long-term legitimacy and success. The Corporate Character Index is therefore made out of 2 questions (to what extent do respondents like and trust a particular company) that are posed to a representative sample of the Danish population through online panels. Answers are given on a 1-7 scale by respondents who are sufficiently familiar with the rated company, and are then rescaled to a 0-100 score. The survey is conducted on a daily basis, and scores are calculated in real time. Every month Caliber calculates cumulative monthly scores, and every quarter it calculates quarterly scores that are the average of the 3 preceding monthly scores. The 2017 Q3 scores herein are based on a total of 4.769 respondents and 41.182 ratings. The 100 companies were selected for inclusion in this survey based on their deemed prominence in the Danish market – using criteria such as turnover, employee base, public familiarity, market share etc.