Toyota tops Kantar’s reputation index three years running

Toyota has been named the most reputable brand in Aotearoa for the third year running, according to the Kantar Corporate Reputation Index.

The 2026 index results, announced during an event in Tāmaki Makaurau Auckland on June 9, also saw Pak’nSave come in second for the third year in a row.

Wright Communications managing director Nikki Wright says the key to these brands holding onto the top two spots is that their reputations are built through consistency.

“Everyone knows what they stand for. They’re very clear about their values and they are quite meaningfully different from their competitors. They have a really strong fairness offering, transparent pricing and they’re relevant to people’s everyday lives right now,” says Wright, who co-founded the Kantar Corporate Reputation Index in 2015.

“[Toyota’s] portfolio of products is significantly large enough to meet every customer need. A farmer who’s needing a ute, even within that one type of product they have every option available, whether it’s diesel, hybrid, petrol.”

She adds that both brands remain authentic to their values, contribute to the community and they “speak Kiwi”.

Navigating this new era

Wright Communications runs the index with Kantar every year, surveying Kiwis for their perceptions about businesses across the country.

It uses Kantar’s global RepZ framework to build a measure of reputation across four pillars: trust, leadership, responsibility and fairness.

According to the 2026 index results trust remains the dominant driver of reputation. But this year, Wright was interested to see leadership also increased in importance.

“We are in a state of flux. There’s economic challenges, geopolitical uncertainty, rapid technological change with AI. It’s a time where people look to leadership to say, ‘Okay, how do I navigate this new period?'” says Wright.

Kantar chief client office Sarah Bolger, who presented the results from the 2026 survey, says respondents feel uncertain about the future, “even more so than in COVID times”.

In times like this, people use reputation as a risk filter for which brands to interact with.

The survey also looked at AI and the influence it is having on how people engage with brands, Bolger adds. “For years, brands relied on word of mouth and media coverage but now with AI, reputation is no longer determined only by people, now it will also be determined by online signals.”

She says leaders need to be asking themselves how AI is changing the rules.

“It’s not changing what drives growth… but where brands are evaluated. AI is now another stakeholder, a genuine touch point for discovery,” adds Bolger.

According to Kantar’s survey, 74% of Kiwis used AI chatbots in the past two months – and usage is only expected to grow.

But, there’s a paradox: AI might be influential but it is not fully trusted, which introduces inherent vulnerabilities to a brand’s reputation.

“Reputation is no longer just what you say and do, but also the quality and credibility of the information available about you. Stakeholder management of AI is important as a reputational tool,” says Bolger.

Moments that matter

AA Insurance made the jump from sixth place to third and was joined by fellow insurance brands Southern Cross and AMI in the index’s top 20.

“That goes to the climate that we’re in at the moment. We’ve really experience a lot of significant weather events as a country, so insurance is top of mind… and if they’ve claimed maybe in the last 12 months and they’ve had a good experience, then perhaps it also reaffirms this is something valuable,” says Wright.

At the launch event of the 2026 index, AA Insurance chief product and marketing officer Shaun Rees says for the company its about being there in the moments that matter.

Reflecting on 2025, he adds that having “hard conversations” was a key part of AA’s growth. In Westport, AA stopped taking on new clients, so that if and when a weather event occurs, they can give the best support to the clients they already have there.

“We spoke to the community… they were uncomfortable but honest conversations about the future. My reflection and challenge to everyone here is to join in on the uncomfortable conversations.

“Times can be tough, but our people are tougher,” says Rees.

Trust creates advocacy

TVNZ maintained its place at fourth, scoring high in the fairness category for the range of content it provides free of charge.

“And they do have trust in terms of major events. When something significant happens, people do trust the 6pm news,” says Wright.

Recent mechanical challenges and pricing complaints saw Air New Zealand drop two spots to fifth – but Wright says the fact the national carrier is still in the top five, after nine years in the top spot, shows how loved they are as a brand.

“I would say that their current CEO has been very visible with his communications, he hasn’t been afraid of engaging with the media on challenging topics.”

Focus on all pillars

For brands, the key takeaway is to be strong across every pillar that drives reputation, says Wright.

“Trust is paramount but how do you earn it? Earn it by doing what you say you’re going to do… You have to be clear on who you are.

“Reputation creates resilience. When organisations face challenges, they’ve got goodwill in the bank needed to navigate through difficult periods and emerge stronger on the other side.”

Bolger says the opportunity and challenge is clear: “those that win build trust, are meaningfully different and show up in AI environments.”

Upon accepting the company’s first place certification, Toyota New Zealand assistant vice president Susanne Hardy took to the lectern to say this result doesn’t come just from running brand campaigns, but rather what the company does and says everyday.

She added a shout out to the 2,000-plus staff working in Toyota stores up and down the country, who are “at the coalface” and fronting the brand with every customer interaction.

Her closing piece of advice: “Pick an ambition and stay the course. Your customers will thank you for it.”