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Ireland RepTrak® 2020 Report

The Reputations Agency today announced the results of two major reputational studies highlighting the growing importance of organisations acting with Purpose.

The first study, Ireland RepTrak® 2020, the 11th annual study of the reputational standing of Ireland’s 100 largest, most important, and most visible organisations was undertaken from early January to early March this year.  Ireland’s inaugural Purpose Power Index study, undertaken in April 2020, identified the organisations and sectors that the Irish public believes have performed best during the current pandemic.

Ireland RepTrak® 2020 Study

The eleventh annual Ireland RepTrak® 2020 study, the largest and longest running study of reputation in Ireland, is based on the perceptions of over 7,000 members of the public and was completed between early January and early March 2020. The study measures the level of trust, respect, admiration and esteem the public has for 100 organisations in Ireland, along with close to 100 other reputation indicators. 

Purpose Power Index

Keen to understand the impact of the global Covid-19 pandemic on the perceptions of organisations in Ireland and the increasing importance of those organisations acting with Purpose, The Reputations Agency launched their Purpose Power Index study to identify the organisations and sectors that the Irish public believes have performed best during the current pandemic. The research, conducted in April 2020 during the lockdown, is a real-time representation of the Irish public’s perception of sectors, organisations, industries, and public bodies response to the crisis. This Purpose Power Index developed by our global partners at The RepTrak Company, is measured by the degree to which organisations perform against four elements – whether they are improving lives, acting beyond profits, acting for a better world, and benefiting society.

There has been a shift in Ireland, economically, politically, and socially with a new focus on Purpose. Both our Ireland RepTrak 2020 study and our more recent Purpose Power Index demonstrates that Covid-19 has accelerated this. Covid-19 has given us time to think about the real meaning of Purpose as we observe organisation’s behaviours and advise our clients on theirs.  Through our Purpose Power Index, we have witnessed how the marriage of strong brand values, along with a compelling sense of purpose, delivers some of the most powerful reputations, as well as business results, for our clients.

Our belief in the power of purpose and reputation drives our agency and underpins everything we do. If we can support you in auditing, building or activating your brand, purpose and reputation strategies, please contact us on

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