Supercell has once again been named Finland's most prestigious company
The Reputation&Trust conducted by T-Media assessed the reputation of companies operating in Finland for the tenth time. The survey reveals that the companies with the best reputations in 2022 are Supercell, Ponsse, and KONE, with Tietoevry as the year’s rising star. New additions to the list of companies with poor reputations include Teboil, Kärkkäinen, Hesburger, and Fortum.
T-Media surveyed the reputation of companies operating in Finland from May to July for the tenth consecutive year. A total of 11,663 Finns responded Reputation&Trust this year’s Reputation&Trust. Of the top three companies, Supercell and Ponsse achieved excellent reputation scores of 4.11 and 4.06, respectively. KONE ranked third among the most reputable companies with a score of 3.93.
The Reputation&Trust survey examined the public reputation of 30 companies operating in Finland. The survey, conducted from May to July, included 11,663 Finnish respondents. Each company is assigned a reputation score based on eight critical reputation factors on a scale of one to five, with a margin of error typically of 0.04 units.
This year, the gaming company Supercell returned to the top spot as Finland’s most prestigious company after an eight-year hiatus. Finns first named Supercell the most prestigious company in 2014.
“This success shows that Supercell was not just a flash in the pan. The public’s enduring appreciation for the gaming company is a testament to the Finnish public’s recognition of the entire gaming cluster and its status in society as a distinct industry,” says Riku Ruokolahti, Director of Development at T-Media.
In the ten-year history Reputation&Trust, Supercell is the only non-family-owned company to have been named Finland’s most reputable company.
“Throughout the history of this research, we have observed that a company’s ownership structure is linked to its high reputation. Typically, each year, three to four of the five most reputable companies have a family business background,” Ruokolahti continues.
The impact of Russia's war of aggression is evident in the reputation rankings
Russia’s war of aggression has had a significant impact on the reputation of Finnish companies that have operated in Russia. New additions to the list of companies with a poor reputation this year include Hesburger, Fortum, and Teboil. On the side of companies with a good reputation, the biggest drop was recorded by Fazer, which also had operations in Russia.
“Criticism of companies that have operated in Russia has been fierce, and even a swift withdrawal from Russia has not helped. At the same time, general criticism of companies has also increased. Supercell is the only company on the list of the ten most reputable companies, along with Fiskars Group, that was able to improve its reputation from the previous year. All other reputable companies saw their reputation ratings decline,” says Leinikka.
In this year's survey, increases in reputation were rare. The largest increase in reputation was recorded by Tietoevry, whose reputation rose by 0.31 points to a score of 3.38.
Caruna's reputation rose by 0.29 points, and Stockmann—which had previously been on the list of companies with a poor reputation—improved its reputation in the areas of leadership and financial performance more than any other company.
Times of crisis call for strong leadership and good employment practices
Over the course of the year, the sharpest decline in the average scores for individual reputation categories has occurred in the category measuring financial profitability and stability. However, the impact analyses Reputation&Trust show that good leadership and perceptions of companies as employers now have a stronger influence on building public trust and stakeholder support than before.
“The greatest improvement in companies’ public image over the past decade has occurred in the area of the workplace. The trend is positive, but in the history of this survey, Finns have not yet once rated the areas measuring employer quality or leadership as good. There is clearly a need for improvement now; especially in times of crisis, Finns expect good leadership and a clear direction,” says Harri Leinikka, CEO of T-Media.
FIGURE: Reputation&Trust Survey: Trends in ratings for the various aspects of the organizational basket’s reputation since 2013. T-Media’s organizational basket consists of 60 different organizations. The organizational basket includes a wide range of organizations with both good and bad reputations from various industries. The figures in the graphs are averages of the organizations surveyed and the ratings they received.
This is how we conducted the study
The aim of the Reputation&Trust survey was to assess the reputation of companies operating in Finland among the Finnish public. Data for the survey was collected via an online questionnaire between May 31 and July 1, 2022.
Organizations were evaluated using T-Media’s Reputation&Trust, in which an organization’s reputation score is calculated as the average of eight different categories. The areas are corporate governance, finance, leadership, innovation, interaction, products & services, workplace, and responsibility. The study used a five-point rating scale (1–5).
A total of 11,663 Finns participated in the study. The study’s target group consisted of Finns aged 15–65 nationwide (excluding the Åland Islands). The sample was weighted to be representative of the population by gender, age, and region of residence.
The companies with the best and worst reputations were selected for the study based on a preliminary survey conducted in the spring of 2022. In the preliminary survey, over a thousand Finns spontaneously named two companies they considered to have a particularly good reputation and two with a particularly poor reputation. T-Media does not influence the selection of companies. The thirty companies that received the most mentions were examined in more detail Reputation&Trust. The list now being published includes the ten companies with the highest ratings and the ten with the lowest ratings.
For more information:
Harri Leinikka, CEO
harri.leinikka@reptrust-staging.fi-p.seravo.com, 040 505 5001
Riku Ruokolahti, Director of Development
riku.ruokolahti@reptrust-staging.fi-p.seravo.com, 0400 512 200
Text: Tuuli Pohjola
Photo: Vesa Koivunen
