Corporate Reputation Index 2025

Toyota tops reputation rankings again, with PAK’nSAVE and Air NZ close behind

Toyota New Zealand, PAK’nSAVE and Air New Zealand have taken first, second and third places respectively in the Kantar Corporate Reputation Index for the second year running.

Established in collaboration with Wright Communications in 2015, the Kantar Corporate Reputation Index employs Kantar’s globally validated RepZ framework, comprising reputation attributes of Trust (35% weighting), Leadership/Success (24%), Fairness (23%), and Responsibility (18%).

The survey, conducted during February and March 2025, rates public perceptions of New Zealand’s top 50 consumer facing corporates and other qualifiers.

Toyota and PAK’nSAVE both scored 110 in the RepZ index overall with Toyota ahead by tenths of a point. Air New Zealand was a point back on 109, followed by TVNZ (108), Lotto (107), AA Insurance and New World (106), and Samsung, Auckland Airport (105) which has risen to highest position ever and moved up the ranking 42 places, and Kiwibank (105) making up the top 10.

Kantar Insights Chief Client Officer Sarah Bolger said Toyota’s enduring strength reflects its ability to deliver across all dimensions that matter most to the public.

“Reputation is now recognised by directors as one of a company’s most valuable, and vulnerable, assets. Building it takes time, but it can disappear overnight. Toyota’s success in this year’s Index shows the power of consistency across trust, leadership, fairness and responsibility. In a climate of increasing scrutiny and higher expectations, Kiwis continue to reward brands that act with purpose and integrity.

“Toyota has consistently earned the trust of New Zealanders by delivering on its promises, from product reliability to a strong commitment to community and sustainability. In a time when public trust must be earned and re-earned, Toyota continues to demonstrate the kind of leadership and consistency that resonates with Kiwis. Their enduring reputation reflects not just what they do, but how they make people feel respected, valued, and confident in the brand.”

“PAK’nSAVE, in second place overall, continued its nine-year dominance of the Fairness pillar with a score of 121, well ahead of the second placed company for fairness, TVNZ on 115.

“Foodstuffs brands PAK’nSAVE and New World (which came seventh up from tenth last year), are working to offer value in these economically challenging times.”

Co-founder of the Index, Nikki Wright, Managing Director of Wright Communications says for more than a decade, the Kantar Corporate Reputation Index has helped highlight the companies that are not only trusted but trusted for the right reasons.

“In today’s environment, where the reputational stakes are higher than ever, the Index continues to spotlight those organisations that walk the talk. It’s not just about strong financials or great advertising. It’s about values in action, and companies being seen to stand for something meaningful in the eyes of New Zealanders.”

Air New Zealand, which topped the index for its first 10 years in a row, topped the Trust (113) and Responsibility (110) pillars and came third in the Leadership/Success pillar (110).

Toyota New Zealand Chief Executive, Tatsuya Ishikawa, says the recognition reflects both the strength of the Toyota team and the trust customers place in the brand.

“Toyota is a brand for all New Zealanders. Every day, we work hard to earn their trust, in every interaction we have with them. This award belongs to the people who bring Toyota to life every day, from our National Customer Centre in Palmerston North, through to our Vehicle Operations Plant in Thames, and the 60 Toyota Stores rooted in communities across Aotearoa, New Zealand. But it’s also thanks to the thousands of customers who choose Toyota and give us the opportunity to earn their trust through every interaction,” says Ishikawa.

Foodstuffs New Zealand Managing Director Chris Quin said it’s a fantastic result for the team behind PAK’nSAVE’s locally owned stores. “In a year where there’s been plenty of commentary about the supermarket sector, it’s great to see that staying focused on delivering value for customers really matters.

“Our policy is simple, New Zealand’s lowest food prices. That’s not easy with high inflation and rising supplier costs, but our teams are always looking for ways to keep costs down. The cost-of-living crisis continues to hit hard, and we know every dollar counts. Being able to show New Zealanders how our prices compare to Aldi in Australia has been a great opportunity to step up again in 2025.

“To be ranked first for fairness nine years in a row, and to maintain second spot overall in the Kantar Corporate Reputation Index, is really cool from our teams. The whole PAK’nSAVE team is proud, especially Stickman, who says this officially makes him New Zealand’s most reputable stick.”

Air New Zealand Chief Executive Officer Greg Foran said, “Acknowledging Air New Zealand for attributes such as responsibility and trust is something our entire team will be very proud of. I’d like to acknowledge the 11,500 Air New Zealanders who go above and beyond every day to look after our customers and each other. Their commitment, passion and care make our airline unique – we love what we do and are very proud to serve our country.”