U.S. retail giant overtakes Google as Canada’s most reputable company

Costco Canada has claimed the top spot in a new market ranking of Canada’s most reputable brands.

Leger, a Canadian market research and analytics company, has just published the results of its 28th Reputation study, which unveils the list of the country’s top reputable companies. The company surveyed over 38,000 Canadians to find their perspective on 326 companies across 30 sectors.

“Conducted annually, it is based on Leger’s exclusive model of six recognized pillars of reputation — financial success, social responsibility, honesty, transparency, quality, attachment, and innovation,” reads the statement. Companies are scored based on these factors, with 100 being the maximum a company can score.

Costco Canada and other reputable companies of 2025

According to Canadians, Google was the most reputable company in 2024 with a reputation score of 75, followed by Sony.

This year, Google (72) fell several spots after being dethroned by Costco Canada (74), while Sony retained second place (74).

Here are 2025’s most reputable companies, and their reputation scores:

1. Costco (74)
2. Sony (74)
3. Samsung (73)
4. Google (72)
5. Canadian Tire (71)
6. YouTube (71)
7. Interac (69)
8. Dollarama (68)
9. Home Depot (68)
10. Toyota (67)

Leger

Canadians’ perception of these companies fluctuates and reflects how they see the world around them, according to Lisa Covens, senior vice-president of public affairs and communications at Leger.

“In today’s marketplace, brands that understand the evolving expectations of Canadians and actively work to meet them are the ones that will earn and keep their trust,” she stated.

The Trump effect

The ranking reflects issues on Canadians’ minds, with 10 per cent saying they’re worried about housing affordability and healthcare. Concerns about inflation (21 per cent) have been surpassed by worries about tariffs, U.S. President Donald Trump, and U.S. aggression (32 per cent).

According to Leger, the day Trump was sworn in for his second term marked “a turning point” as he announced tariffs that strained Canada-U.S. relations.

According to Leger’s list of the 10 most admired companies in Canada, several U.S. companies’ reputations have taken a hit.

McDonald’s and Starbucks lost 22 points, while Netflix lost 27 points after price hikes and growing anti-American sentiment.

Coca-Cola (-24) and Google (-16) publicly supported Trump and saw some big reputational hits.

Leger

Canadians didn’t take kindly to companies’ affiliations with Trump, as Amazon’s (-29) and Meta’s (-28) reputations have tanked. However, Tesla was the biggest loser this year, losing -42 points.

The redemption arc

Out of all the Canadians who participated in the survey, 85 per cent are proud to be Canadian. 

So, it’s unsurprising that rising anti-American sentiment has led Canadians to choose Canadian companies.

Here are the top 10 Canadian companies, according to participants:

1. Canadian Tire
2. Interact
3. Dollarama
4. Shoppers Drug Mart
5. McCain
6. Maple Leaf
7. Winners
8. Mark’s
9. A&W
10. Cineplex

Canadian Tire saw a steady increase of four points as its alignment with national values “continues to reinforce consumer trust.” Air Canada (+8) and Sunwing (+6) have rebounded from previous lows, but Canada Post appears to have had the most significant resurgence.

Last year’s biggest loser due to strikes and service issues, Canada Post’s reputation surged 24 points as “Canadians rallied behind homegrown brands.”

But Leger warns that top companies can’t rest on their laurels yet.

“Reputation 2025 shows that Canadians are watching closely — and acting accordingly,” reads the survey.

“In an era of political polarization, economic strain, and global uncertainty, brand perception is being shaped by more than price and performance. Companies must not only deliver value but align with consumer values.”