Toyota New Zealand has topped the Kantar Corporate Reputation Index for the third consecutive year, with PAK’nSAVE retaining second place for the third year running, while AA Insurance climbed into the top three for the first time.
Established in collaboration with Wright Communications in 2015, the Kantar Corporate Reputation Index uses Kantar's globally validated RepZ framework to measure public perceptions across Trust (35 percent weighting), Leadership/Success (25 percent), Fairness (23 percent), and Responsibility (16 percent).
The survey, conducted during February and March 2026, rates public perceptions of New Zealand’s top 50 consumer-facing corporates.
Toyota scored 112 in the RepZ index overall, followed by PAK’nSAVE (108), AA Insurance (108), TVNZ (108), Air New Zealand (107), Lotto (106), New World (106), Southern Cross (106), Mitre 10 (106) and Samsung (106), rounding out the top 10. RepZ scores of 105 or more indicate a resilient reputation.
Kantar Insights Chief Client Officer Sarah Bolger said the 2026 results further reinforced what New Zealanders value most from corporate brands.
“In a year marked by economic pressure, global uncertainty and declining trust in many institutions, New Zealanders are rewarding companies that feel dependable, consistent and genuinely useful in their everyday lives,” said Bolger.
“The highest-performing brands are not necessarily the loudest or most aspirational. They are the organisations people believe will turn up, deliver value, treat customers fairly and behave responsibly when times are tough.”
According to Bolger, Toyota and PAK’nSAVE continue to dominate because they have built long-term trust through consistency, while AA Insurance’s rise reflects growing appreciation for brands that help consumers feel supported and protected in uncertain times.
She added that retailers and insurers performed particularly strongly this year, as consumers placed greater value on affordability, practicality and customer experience.
“Brands associated with value and reliability are resonating strongly right now. Woolworths broke into the top 20 for the first time following more consistent messaging and customer engagement initiatives, while insurers, including AA Insurance, Southern Cross and AMI, all performed strongly as households continue to focus on financial resilience and protection.”
Foodstuffs New Zealand Managing Director Chris Quin said PAK’nSAVE’s retention of second place is an outstanding result for a locally owned and operated supermarket brand built around helping New Zealanders stretch their grocery budgets further.
“To be ranked No 1 for fairness for 10 years in a row is huge because it reflects the trust New Zealanders place in PAK’nSAVE and in the people behind our stores. Everyone in our stores and the wider Foodies team will be incredibly proud,” said Quin.
“Our focus is pretty simple: keep costs as low as we can, run efficient stores, and deliver genuine value for customers every single day. That’s what New Zealand families expect from us, and it’s what our teams work hard to deliver.”
And yes, Stickman is probably convinced he deserves most of the credit.
Co-founder of the Index and Wright Communications Managing Director Nikki Wright said the findings highlighted that reputation has become increasingly tied to trust, behaviour and lived customer experience rather than marketing alone.
“In many ways, the 2026 Index reflects the national mood. New Zealanders have become more discerning about who they trust and more conscious of whether companies are genuinely delivering on their promises,” said Wright.
“In a tougher operating environment, reputation is being earned through consistency, fairness, customer experience and the ability to stay relevant to people’s everyday lives. The organisations leading this year’s Index are proving that trust has become one of the most valuable forms of competitive advantage a company can have.”
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