Ireland RepTrak® 2018 Report

The Ireland RepTrak® 2018 study is based on the perceptions of 7,094 members of the public who completed the survey between 5th January and 5th March 2018. The survey measures the level of trust, respect, admiration and esteem the public has for 100 of the largest, most familiar, and most important organisations in Ireland, along with 25 other reputation indicators.

Reputation scores rose in Ireland this year, while scores in major global markets such as the UK, US declined for the first time since the end of the recession, with a growing crisis of trust globally, and organisations increasingly judged on aspects of morality and ethics. In Ireland, positive economic indicators such as exports, GDP, FDI, wages, and consumer spending have helped to build trust, respect, esteem, and good feeling towards organisations.

The study showed that consumers in Ireland are nine times more likely to purchase a product or service from an organisation, and seven times more likely to work for an organisation with an excellent reputation than one with a poor reputation. 82% of people in Ireland would say something positive about a company with an excellent reputation, while only 7% would do the same for a company with a poor reputation. Only 9% of people will buy from an organisation with a poor reputation, but this grows to 53% if the reputation is strong and increases to 80% if the reputation is excellent.