Leger finds in an annual survey that reputations are getting worse.
Shoppers Drug Mart had a score of 73 on the list.
The photo was taken by Julie Oliver.
According to a report from a major market research firm, the bonds that tie Canadians to major consumer-facing companies have been eroded over the past decade due to a decline in trust for institutions and communication fatigue.
Leger released the results of its Reputation study in which it ranked the companies Canadians find mostReputable, based on a survey of the opinions and awareness of more than 38,000 people.
Shoppers Drug Mart came out on top of this year's list, but the bigger story was the decline in the reputation score, according to Leger.
Shoppers led the list with a score of 73 this year, compared to the leader in the previous year, who had a score of 91.
Dave Scholz, executive vice president at Leger, told the Financial Post that while it would be convenient to blame the Pandemic for the shift, it is a trend his firm has noticed for the better part of a decade.
The erosion of trust is a component of that. They are not as connected as they used to be and a large part of that is due to misinformation and our anger with the media.
These factors are working in tandem to make Canadians less connected with companies, they don't dislike them as much, but they feel less enthusiastic or positive about them.
Other scores in the top 10 were Sony, Canadian Tire Corp., Interac, Campbell Soup Company, Microsoft Corp., and A&W Restaurants.
Shoppers and Canadian Tire have been in the top 10 for a long time.
Dave is the executive vice president.
Stan Behal/Toronto Sun
As other retailers were forced to shut their doors due to the Pandemic, Scholz attributed their ability to stay on top to the patience Canadians have shown toward familiar names. He warned that Canada will have to prove themselves against the global giants as the worst of the Pandemic hits.
With some retailers and organizations staying open and their employees going to work, Canadians tended to ignore things that would normally bother us about those organizations.
The companies saw a boost. Interac helped businesses establish an e-commerce payments platform, which pushed the payment processor's reputation higher. Being locked down meant more binge watching, which improved its reputation and revenues.
A&W saw a significant jump in the rankings as its aggressive advertising campaign focused on sustainable, healthy eating habits and a recognizable spokesman appeared to appeal to Canadians.
Other companies on the list have been mainstays due to their powerful brand recognition.
Pfizer's reputation shot up by 10 points in the past year while the reputation of AstraZeneca fell. Leger attributed the change in perception around these two companies to the ongoing discussion around COVID-19 vaccines.
Pfizer has seen incredible growth for the second year in a row, and used to dominate the pharmaceutical category for its over-the-counter aspirin products.
After posting one of the biggest jumps the previous year, the survey marked a major reversal for the company.
A new ranking of sports teams was included in the latest edition of the Reputation survey.
The Toronto Raptors had a reputation score of 59. The Toronto Raptors followed, as did the Montreal Alouettes, the Toronto Maple Leafs, and the Winnipeg Blue Bombers.
Email: shughes@postmedia.com
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