Reputation

Meeting citizen-consumers where they are and addressing their needs

Ipsos Reputation Council Report 2025

Pessimism, America, Reputation… Ipsos Update explores the latest research and thinking on key topics from Ipsos teams around the world.

For the first time in Anholt-Ipsos Nation Brands Index history, Japan finishes in first place, completing its steady climb from fifth place in 2019. Germany drops down to second after a six-year reign, while Canada remains in third place overall. The United Kingdom and the United States climb the ranks and place fourth and sixth, respectively. Italy drops one rank and places fifth, while France sees the largest rank change within the top ten and falls from fifth to eighth place.

Drawing on data from our latest 24-country Global Reputation Monitor, this paper explores the relationship between a good reputation and better business efficiency.

Established in 2023, the Ipsos ESG Council brings together senior level executives with responsibility for sustainability and the development of ESG best practice from some of the most respected corporations in the world.

With such high expectations of businesses, there is much more room for perceived missteps and loud criticisms from various stakeholders.

London preserves its spot as the world’s most admired city in the 2022 edition of the Anholt-Ipsos City Brands Index. Paris, Sydney, New York, and Rome round out the top-5, but there has been some movement in the bottom half of the top-10 cities:

2021 Anholt-Ipsos Nation Brands Index: Canada and Japan overtake the U.K. to round out the top three; U.S. sees reputational gains from 2020.