Member Mondays Recap: As Trust Declines, Price Becomes a Measure of Reputation

As consumers spend less and mistrust companies more, “Pricing is corporate reputation right now,” said John Gerzema, CEO of The Harris Poll. “This year, the price wars are replacing the culture wars. People feel that companies are not on their side.”

Gerzema shared his insights during PRSA’s Member Mondays on June 9. For this session, hosted by PRSA Chair-elect Heide Harrell, M.A., APR, Gerzema provided takeaways from the 2025 Axios Harris Poll 100, which measures the public’s view of corporate reputations.

According to the research, corporate reputations are eroding due to consumer concerns about rising costs. The poll found that 77% of American adults say companies often sell lower-quality products and services while charging higher prices. Moreover, 70% believe that companies are taking further advantage of inflation to increase profits. And 60% of Americans surveyed feel that companies will use trade tariffs as an opportunity to further raise prices.

The poll ranks the reputations of 100 American companies. Consumers were asked to rate those companies on their culture, ethics and support of good causes, along with the companies’ vision, growth, products and services.

Themes of value, quality and allyship emerged across the best-ranked companies. Brands that lead with value, transparency and integrity are rising above the rest, the poll revealed.

Some companies stand out as being allies for consumers, Gerzema said. Those value-prioritizing companies demonstrate empathy for the people who purchase their products and services. Your pricing strategy is your corporate reputation, consumers said.

Topping the list for corporate reputation in the 2025 Axios Harris Poll 100 is grocery chain Trader Joe’s, with an overall positive score of 82.1%. Patagonia, Microsoft, Toyota and Costco fill out the Top 5. Arizona Beverage Co., with its 99-cent price policy, joined the list for the first time, emerging at No. 7. At the bottom of the list for corporate reputation is Spirit Airlines, with a consumer ranking of 50.5%.

According to the research, 46% of companies experienced a decline in their reputations this year, following an overall decline of 70% in the previous year.

Consumers feeling stuck

People are most concerned with kitchen-table issues such as paying bills and supporting their families, the research found. When it comes to their finances, two-thirds of Americans feel like they’re stuck or falling behind, Gerzema said.

“Just 32% say they’re getting ahead,” he said. “More Americans are using ‘buy now, pay later’ for essentials.”

Some 61% of American adults surveyed say the economy has affected at least one of their primary life goals in 2025. And while 55% plan to shop for products at the lowest prices, “only 5% of retailers think that their shoppers are going to choose to trade down to lower-quality products or less expensive brands,” Gerzema said.

When asked about companies speaking out on social issues, 67% of respondents say companies should focus exclusively on business operations or take positions only when they’re directly related to the business.

Gerzema said 82% of Americans surveyed support corporate DEI efforts, but the abbreviation itself is “highly divisive, at about 60%.” People respond better to terms like “equity, equality and belonging,” he said.

Worries about AI

Adding to their worries, “Americans are extremely concerned about AI,” he said. “They see it potentially disrupting their careers.”

In the research, 77% of respondents want companies to take AI creation slowly, “so they get it right the first time,” Gerzema said. “That includes 74% of Gen Z, but the older that Americans get, the more concern emerges. Both Gen X and boomers say that this is not a technology to fool around with.”

Many Americans don’t find it essential for companies to integrate AI into their products, he said. “There’s a lot of cynicism around AI being a buzzword.”

With Americans worried about economic uncertainty, their finances, their jobs and their futures, Gerzema said, “Getting the consumer unstuck needs to be job No. 1.”

Watch a replay of the June 9 session below:

Held on the second Monday of every month, the information-sharing Member Mondays are open to both PRSA members and nonmembers, focusing on topics of interest to the communications profession. There is another session on the fourth Monday of every month for PRSA leaders of Chapters, Districts and Sections, focusing on best-practice sharing and progress on PRSA’s Strategic Plan. Find more information here.

Photo credit: william

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