According to the consulting firm Reputation Institute, Amazon is the most reputable company in the United States and Freddie Mac is the least.
The firm’s report, published in Forbes, asked 32,946 consumers to rate their perceptions of the 150 largest companies from 0 to 100 in various categories.
Reputation Institute’s managing partner lauds Amazon:
“Amazon is the most reputable company in the U.S. in 2011 because consumers believe that it stands for more than what it sells. Its enterprise-wide story engages consumers in more than just delivering innovative products and services, a trustworthy and ethical customer experience or strong financial performance. The whole really is greater than the sum of the parts with Amazon, and this holistic perception creates a meaningful connection between Amazon and consumers, resulting in an excellent reputation score.”
This list is not to be confused with the recently released Most Ethical Companies list, also published by Forbes.