Migros will not be ousted from the reputation throne
For the seventh time in a row, Migros leads the GfK Business Reflector reputation ranking. Zweifel and Ricola follow in second and third place. The ranking for non-profit organizations (NPOs) is once again headed by Rega. GfK Business Reflector identifies the most renowned companies and non-profit organizations in Switzerland.
As every year, GfK conducted a survey in January and February - even before the arrival of the coronavirus in Switzerland - to determine the reputation of Swiss companies and NPOs as part of a population-representative study.
Migros remains the undisputed company with the best reputation among the Swiss population. Anja Reimer of GfK Switzerland is impressed in a statement: "The company achieves top scores above all with regard to its social and moral reputation. Here, Migros is almost five percentage points ahead of the second best company. In addition, Migros continues to be the company with which the Swiss can identify most."
Consumer goods manufacturers dominate the top 10
Zweifel, Ricola, Lindt & Sprüngli and Rivella are followed by four consumer goods manufacturers in second to fifth place. Zweifel made it into second place for the first time. All four companies are rated very highly in terms of rational and emotional appreciation. As in the previous year, Geberit is in sixth place, while Coop remains in seventh place.
Suva improved its ranking by three places and has now moved up into the top 10. Rank 9 and 10 are occupied by Landi and Emmi.
Demographic differences in ranking
Migros owes its top position primarily to its women. Among men, it only comes in third place. Here Zweifel makes it into first place, followed by Ricola in second place. Men also see the Swatch Group in the top 10, whereas women vote Swiss into the top 10.
In German-speaking Switzerland, Ricola is in second place after Migros, followed by Zweifel in third place. Ricola and Rivella are rated significantly better in German-speaking Switzerland than in French-speaking Switzerland. There are also differences in the assessment of Coop: while the company lands in third place in French-speaking Switzerland, Coop only makes it to 9th place in German-speaking Switzerland. In French-speaking Switzerland, the Swatch Group and SBB are among the top 10, while Rivella and Emmi are not.
Migros is the clear leader among younger people up to 29 years of age. Coop is in third place among this demographic group. Manor and Mobiliar also make it into the top 10. Ricola is ranked first among the over-50s, ahead of Migros.
Rega comes out on top again in the NPO ranking
Among the non-profit organizations, Swiss Air-Rescue Rega leads the ranking for the third time in a row, followed by the Swiss Paraplegic Foundation, the Swiss Red Cross and Swiss Mountain Aid. Karin Hörhager, Head of Communications and Patrons at Rega, says of the award: "The support of the Swiss population makes all Rega staff very happy. It is a sign of great appreciation for our daily commitment to the benefit of our patients."
Doctors Without Borders was represented in the ranking for the first time this year and immediately made it into the top 10 in fifth place. Fairtrade Max Havelaar, Spitex Switzerland, the Cancer League, WWF and TCS follow in the other ranks.
