• by Sarah Mahoney  @mahoney_sarah, 10 hours ago

America’s economic anxiety is reshuffling its brand loyalties, according to the 2025 Axios Harris Poll 100 reputation rankings. This year’s most respected companies are Trader Joe’s, Patagonia, Microsoft, Toyota, and Costco, seen as offering consistency, values and cost-consciousness. Last year, the top five were Nvidia, 3M, Fidelity, Sony, and Adidas.

At the other end of the spectrum, the most loathed companies are unchanged: X, the Trump Organization and Spirit Airlines landed at 98, 99 and 100. Tesla—like X, led by Elon Musk—suffered the list’s steepest drop, falling 32 spots to No. 95.

Axios points to economic fears as a key driver of reputational shifts. With 78% of consumers worried about grocery prices, brands seen as value-driven are climbing fast. “Americans have shifted their attention almost singularly toward inflation and high prices,” said John Gerzema, Harris Poll CEO. “And so now, corporate reputation is make or break on allyship: Are they looking out for my bottom line or theirs? The companies that are thriving [this] year are intentional, empathic and most of all, dependable.”

That shift may have helped fuel gains at Lowe’s, Home Depot, Dollar Tree and Best Buy. Yet even brands built on low-price credibility saw mixed results. Aldi dropped 18 places to No. 32. Walmart slid two to No. 81, despite its “Everyday Low Prices” mantra.

The rankings, based on input from more than 6,200 U.S. consumers, ask participants to name two companies with the best reputations and two with the worst. The 100 most visible brands are then ranked.

Cultural values also played a role. Axios noted gains among companies seen as committed to diversity and inclusion. Patagonia, long aligned with climate activism, rose six spots to No. 2. Costco climbed six to No. 5. Target, meanwhile, fell nine places to No. 68, as it contends with backlash from some Black and LGBTQ consumers.

Brands linked to partisan identities fared less predictably. Ben & Jerry’s, often associated with progressive causes, held steady at No. 24. Chick-fil-A, seen as more conservative, fell five spots to No. 26. Hobby Lobby dropped nine to No. 52.

In 2025, the brands earning trust are those that show up as steady partners in tough times, not just in price, but in principle.