Toyota New Zealand has topped the Kantar Corporate Reputation Index for the third consecutive year, with New Zealanders increasingly gravitating towards brands they trust, are reliable, fair and deliver genuine value during a turbulent economic and social period. 

PAK’nSAVE retained second place for the third year running, while AA Insurance climbed into the top three for the first time, reflecting growing consumer trust in brands helping households navigate financial pressure and uncertainty. 

Established in collaboration with Wright Communications in 2015, the Kantar Corporate Reputation Index uses Kantar's globally validated RepZ framework to measure public perceptions across Trust (35% weighting), Leadership/Success (25%), Fairness (23%), and Responsibility (16%).

The survey, conducted during February and March 2026, rates public perceptions of New Zealand’s top 50 consumer facing corporates.

Toyota scored 112 in the RepZ index overall, followed by PAK’nSAVE (108), AA Insurance (108), TVNZ (108), Air New Zealand (107), Lotto (106), New World (106), Southern Cross (106), Mitre 10 (106) and Samsung (106) rounding out the top 10. RepZ scores of 105 or more indicate a resilient reputation.

Kantar Insights Chief Client Officer Sarah Bolger said the 2026 results reflected a further reinforcement in what New Zealanders value most from corporate brands.

“In a year marked by economic pressure, global uncertainty and declining trust in many institutions, New Zealanders are rewarding companies that feel dependable, consistent and genuinely useful in their everyday lives.

“The highest-performing brands are not necessarily the loudest or most aspirational. They are the organisations people believe will turn up, deliver value, treat customers fairly and behave responsibly when times are tough.

“Toyota and PAK’nSAVE continue to dominate because they have built long-term trust through consistency, while AA Insurance’s rise reflects growing appreciation of brands helping consumers feel supported and protected in uncertain times.”

Bolger said retailers and insurers performed particularly strongly this year, with consumers placing increased value on affordability, practicality and customer experience.

“Brands associated with value and reliability are resonating strongly right now. Woolworths broke into the top 20 for the first time following more consistent messaging and customer engagement initiatives, while insurers including AA Insurance, Southern Cross and AMI all performed strongly as households continue to focus on financial resilience and protection.” 

Co-founder of the Index and Wright Communications Managing Director Nikki Wright said the findings highlighted that reputation has become increasingly tied to trust, behaviour and lived customer experience rather than marketing alone. 

“In many ways, the 2026 Index reflects the national mood. New Zealanders have become more discerning about who they trust and more conscious of whether companies are genuinely delivering on their promises. 

“In a tougher operating environment, reputation is being earned through consistency, fairness, customer experience and the ability to stay relevant to people’s everyday lives. 

“The organisations leading this year’s Index are proving that trust has become one of the most valuable forms of competitive advantage a company can have.” 

Toyota New Zealand Chief Executive, Tatsuya Ishikawa said Toyota was incredibly proud to receive this recognition again.

“This year is particularly special for us as we celebrate 60 years of Toyota in New Zealand and 50 years of Hilux, two milestones that reflect the long-standing relationships we’ve built with Kiwi customers and communities over many decades.

“To achieve a three-peat in the Corporate Reputation Index is something we’re very grateful for. Trust is earned over time and this recognition belongs to our stores, staff, partners and customers right across New Zealand.

“As New Zealanders’ mobility needs continue to evolve, we remain focused on offering practical solutions through our multi-pathway approach while continuing to earn trust through quality, reliability and long-term commitment to New Zealand.”

Foodstuffs New Zealand Managing Director Chris Quin said PAK’nSAVE retaining second place is an outstanding result for a locally owned and operated supermarket brand built around helping New Zealanders stretch their grocery budgets further. 

“To be ranked No 1 for fairness for 10 years in a row is huge because it reflects the trust New Zealanders place in PAK’nSAVE and in the people behind our stores. Everyone in our stores and the wider Foodies team will be incredibly proud.

“Our focus is pretty simple: keep costs as low as we can, run efficient stores, and deliver genuine value for customers every single day. That’s what New Zealand families expect from us, and it’s what our teams work hard to deliver. 

“This result shows that our customers feel we’re doing the right thing by them, and that means a lot to us. And yes, Stickman is probably convinced he deserves most of the credit.” 

AA Insurance Chief Product and Marketing Officer Shaun Rees said, “It’s been a challenging year for many Kiwi communities and businesses, with ongoing pressures like the fuel crisis, and a steady run of bad weather taking their toll.  Across the country, people have been through a lot, and we’ve seen firsthand the resilience that exists in the communities we serve.

“In that context, we’re grateful to have moved up in the rankings, reflecting the way our people and partners go above and beyond to support our customers and communities.

“When things get tricky, they step in, take ownership and get things sorted for customers when it really matters. That’s what builds trust over time, and it’s what underpins a result like this, it really is down to our people and recognising our customers as individuals, not policy numbers.”