Toyota has once again taken the top spot in New Zealand’s most trusted corporate reputation rankings.

The 2025 Kantar Corporate Reputation Index, which benchmarks the public perception of the country’s top 50 corporates, reveals a tightening at the top.

Only a few brands are now standing out with truly strong reputations, giving them a competitive edge.

Pak’nSave landed at number two, followed by Air New Zealand, TVNZ, and Lotto NZ.

The rest of the top ten includes AA Insurance, New World, Samsung, Auckland Airport, and Kiwibank.

Established in 2015, the Index uses a globally recognised framework to assess trust (35%), leadership (25%), fairness (23%), and responsibility (16%).

Trust continues to be the strongest driver of corporate reputation in New Zealand.

The Index is considered the gold standard for measuring public trust and brand strength and is closely watched by business leaders and media alike.

For Coasties, it’s a good reminder of the local impact of these national names, many of which have a strong presence on the Hibiscus Coast through retail stores, services, or partnerships.

Brands like Pak’nSave, New World, and Lotto NZ are part of daily life here, and seeing them rank so highly reflects the connection many locals feel.

As reputation becomes harder to earn, those who get it right are clearly doing something special.

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