Air New Zealand has retained its place at the top of the Kantar Corporate Reputation Index for the ninth consecutive year but Mitre 10 and PAK’nSAVE are hot on the national carrier’s heels.
Established in collaboration with Wright Communications in 2015, the Kantar Corporate Reputation Index employs Kantar’s globally acclaimed RepZ framework, employing standardised reputation attributes including Trust (36 per cent weighting), Leadership (25 per cent), Fairness (22 per cent), and Responsibility (17 per cent).
Despite a marginal decline in its overall RepZ score from 110 last year, Air New Zealand retains its top-tier position.
The airline secured the highest scores for Trust (115) and Responsibility (110), while also attaining an impressive fifth rank in Leadership (110).
However, it falls short of the resilient zone in the Fairness attribute (97). An overall RepZ score of 105 or higher equates to a world-class rating.
Kantar Insights chief client officer Sarah Bolger highlighted the transformative power of companies that dare to push boundaries, embrace experimentation, and actively prioritise their impact on both people and the natural environment.
“True corporate reputation leaders are those that demonstrate unwavering respect towards employees and customers, refusing to compromise their values.”
In these uncertain times, the call to ensure employees’ wages keep pace with mounting living costs is reverberating throughout New Zealand. The rising cost of living crisis has made it even more important for companies to prioritise fairness in their operations. Unsurprisingly, fairness is a pivotal pillar that defines and shapes overall reputation.
PAK’nSAVE, Aotearoa’s iconic no-frills supermarket, famous for its playful Stickman ads, has achieved an epic Fairness pillar score of 119, the highest among all attributes. Though just a smidgeon lower than its legendary score of 121 last year, PAK’nSAVE’s staunch commitment to fair prices still reigns supreme.
Air New Zealand’s remarkable achievement in retaining the top spot in the Kantar Corporate Reputation Index is not only a testament to its commitment to safety, exceptional customer service, environmental responsibility, employee engagement, and active community involvement but also a source of immense national pride.
The airline embodies the innovative spirit and culture of Aotearoa, constantly pushing boundaries and embracing forward-thinking ideas to deliver extraordinary travel experiences.
Air New Zealand CEO Greg Foran says the airline owes its success to the dedication and hard work of the 11,000 Air New Zealanders who wake each morning to connect Kiwis with each other and the world. He acknowledges it has been a challenging few years, and doesn’t take this result for granted.
He says Air New Zealand will continue to work tirelessly to ensure New Zealanders continue to trust and respect the airline.
Mitre 10, the home improvement retailer, has emerged as a formidable contender to Air New Zealand’s top spot. Mitre 10 secured second place in Trust (111) and Responsibility (107), garnering accolades for its honesty, ethics, and commitment to treating employees well.
Sarah says companies attaining a reputation index of 105 or higher reside within the “resilient zone” and are better equipped to weather storms of bad publicity.
Wright Communications managing director Nikki Wright said accountability and transparency are the pillars underpinning corporate reputation.
She emphasised the importance of investing in an always-on PR strategy, building high brand awareness, and having a strong CEO who engages proactively with the media through good times and bad.
“For companies with limited customer experience, media coverage becomes the primary way customers learn about their success and form perceptions. By implementing a robust PR strategy and ensuring a strong media presence, coupled with a CEO who actively engages with the media, companies can effectively shape their reputation and foster positive customer perceptions.”
The survey, conducted between February and April 2023, provides invaluable insights into the public perception of New Zealand’s top 50 consumer facing corporates.
