Corporate Reputation Takes a Hit in 2025

Political instability, trade tensions, strikes… In 2025, corporate reputations are more fragile than ever, and several major players have lost their feathers in the eyes of the public. 

According to Leger’s Reputation study, the reputation of nearly one in three companies has been damaged in the past year. 

In Canada, consumers are more demanding, more critical and quicker to punish. However, several factors may explain these changes in behaviour.  

The data presented as part of the 28th edition of the Reputation study provide an overview. Why this erosion? What factors explain these variations? And, above all, what do companies need to remember to maintain public trust and gain goodwill? 

Let’s look at the situation.  

In an age where everything is played out in real time on social platforms, public trust is no longer earned by slogans. It’s built and lost quicker than ever. 

In light of the study’s findings, we can see a gradual erosion of the bond of trust between the Canadian public and businesses. 

A multitude of factors, which go far beyond the quality of the products or services offered by companies, seem to be at the root of this transformation. 

Rather, it’s a symptom of the stormy, tense geopolitical climate that has taken hold worldwide in recent months. 

External factors directly influencing perception of companies: 

• Inflation persists
• Public service strikes 
• Worsening housing crisis 
• Donald Trump returns to the US presidency (January 2025)
• Confidence in institutions in free fall

In 2025, brand reputation is more vulnerable than ever. The Reputation study recorded the lowest overall score in its 28-year history, a 3-point drop from its previous edition.  

“Nearly one company in three has seen its reputation decline this year. This is no coincidence. We’re no longer just talking about a drop in performance, but a climate in which public opinion is becoming much more volatile, even distrustful”, stated Éric Chalifoux, Senior Advisory Director at Leger.  

Such a huge drop could be attributed to the poor performance of major players, such as Canada Post, which has gone through a drop of 45 points compared to last year. Of course, the strike in the fall of 2024 and all its consequences had a significant impact on its performance. 

Other companies that saw notable declines include: 

• Boeing (-26 pts): Renewed safety concerns surrounding the 737 Max model, coupled with recent leadership changes. 
• TikTok (-9 pts): The app was banned in the U.S., with potential for future bans, fueling uncertainty and damaging the brand’s reputation. 
• Tim Hortons (-8 pts): Ongoing criticism of product quality and consistency, along with growing public dissatisfaction with the brand’s overall direction. 
• Lowe’s (-7 pts): The brand underwent a transition in 2024, which may have negatively influenced customer perception. 

The return of Donald Trump to the presidency of the United States also marked a turning point. His isolationist statements and policies, including the imposition of new tariffs, quickly strained relations with Canada. 

This geopolitical shift prompted Leger to conduct a new survey in late March 2025 to reassess the reputation of some 50 major companies, including several American ones. 

Unsurprisingly, the trade war sparked by these excessive new tariff barriers significantly impacted Canadians’ trust in American companies. In fact, 32% of surveyed Canadians identified tariffs imposed by Donald Trump and broader U.S. aggression as the number one issue currently facing the country. 

Multinational giants like Tesla, Amazon, and Netflix have seen the steepest drops in popularity among Canadians. 

American Brands in Free Fall include: 

• Tesla (-42 points) 
• Amazon (-33 points) 
• Netflix (-27 points) 

American companies are therefore particularly hit hard, while local businesses seem to benefit from this rift between the two trading partners.  

“Trust cannot be decreed. It has to be earned and can be lost very quickly,” maintains Sébastien Dallaire, Executive Vice-President of Leger’s Eastern Canada office. This year, we’re seeing it: Canadian consumers are observing more, judging more harshly, and no longer hesitating to reconsider their attachment to certain brands.” 

This situation has rekindled the desire to support local brands as a gesture of solidarity. This kind of measure, which first appeared during the COVID-19 pandemic, seems to be bearing fruit once again.

The results of this 28th edition of the Reputation survey are unequivocal: the volatility of public opinion is on the rise. Consumer confidence has become a highly strategic but also highly fragile asset. 

Faced with a more polarized society and more critical consumers, companies must: 

• Focus on transparency and consistency; 
• Demonstrate their commitment to society, with authenticity;
• Equip themselves with reliable measurement tools to take the pulse of their reputation in real time. 

And above all, bear in mind that reputation is built over the long term but can just as easily be tarnished in a matter of days.

Leger’s Reputation 2025 study gives you access to a complete sector analysis, competitive comparisons and a detailed reading of your reputation levers. 

Ask for your personalized diagnosis to help guide your next business decisions.