过去一年危机不断，美国人却越发信任企业
随着人们纷纷质疑美国当局对新冠疫情的反应，对政府，尤其是联邦政府的不信任情绪不断走高。企业的情况如何？
过去一年里，各界要求企业采取行动保护员工和客户的健康，解决结构性的种族不平等问题。在1月6日的国会山群体事件之后，企业还要协助减少未来的暴力事件。看看在当选美国总统乔•拜登就职典礼周期间爱彼迎（Airbnb）取消华盛顿地区的房间预订就知道了。
RepTrak在企业品牌评估领域全球领先，向《财富》杂志独家提供了100多家企业的声誉得分。从历史数据来看，当企业的RepTrak声誉得分上升时，意味着经营成果越好。
以下是我们的发现。
应该关注的数字
七分之五
……疫情期间，RepTrak声誉得分上升的行业比例。
+4.2分
……过去12个月，制药行业声誉得分提升。制药行业是分数涨幅最大的行业，超过了排名第二位的餐饮业（+3.0）。
-1.6分
……过去12个月，航空业声誉得分下降。航空业为分数降幅最大的行业。酒店业（-0.9）排名第二位。
+3.9分
……三年来大众汽车（Volkswagen）声誉提升。大众也是三年里得分上涨最多的企业。
-9.35分
……过去三年波音公司（Boeing）处理737MAX空难期间声誉得分下降，也是三年里得分下降最多的企业。
宏观层面
疫情期间，多数行业的企业声誉都有所提高。企业参与保护人民健康和应对社会运动方面更加积极。期间企业声誉也同步提升，表明公众支持2020年各企业的应对措施。RepTrak表述得最准确：“在2020年这样的多事之秋，维护声誉就是胜利。企业不仅生存下来，有些还提振了声誉。”
更深层次的收获
1.药企获得了急需的品牌提升
近年来，由于药价飙升以及阿片类药物流行中大制药公司不光彩的形象，公众强烈抵制制药行业。当“制药兄弟”马丁•什克雷利变成行业代言人，人人都能够感觉到情况并不妙。
疫情期间情况出现了逆转。制药行业的RepTrak声誉得分上升了4.2分。当经济发展和现实生活受到威胁时，制药行业得以发展。美国人正纷纷接种Moderna和辉瑞（Pfizer）生产的新冠疫苗。
RepTrak调查的14个行业中，有10个行业的声誉得分有所上升。其中一些行业，例如技术（+1.3）和电信（+2.4）越发渗透日常生活。而且人们似乎正在团结起来支持苦苦经营的食品和饮料公司（+3.0）。
2.科技暴增逐渐消退
在（非自愿的）居家办公工的实验中，Zoom和Slack之类科技公司已经成为人们生活的中心。刚开始，科技公司的RepTrak声誉得分大幅提升。然而随着疫情持续，提升作用逐渐减弱。
为什么？个人推测是：人们因为缺乏面对面的交流而感到疲惫和沮丧。
3.Netflix股价上涨，大众汽车反弹
20世纪初的英国作家欧内斯特•布拉马曾经说道：“千年声誉可能取决于某个瞬间的行为。”
但大众复出的故事用不上千年。2015年，大众汽车因为给汽车安装作弊软件违反排放标准（后来被称为“排放门”）而被查处。然而过去三年里，其RepTrak声誉得分跃升了3.90分。这也是各家公司得分涨幅最大的一家，表明公司形象成功修复。
第二大涨幅来自Netflix（+3.25），主要因为疫情期间人们只能居家，极大提振了公司业务。声誉提升对Netflix来说至关重要，因为借此可以抵御HBO Max、Disney+、Apple TV+和NBC旗下Peacock等新兴流媒体服务的竞争。（财富中文网）
*研究方法：RepTrak收集企业利益相关者（如公众、消费者、投资者、员工和监管机构）的数据计算声誉得分。RepTrak的分数为0-100分。该公司表示：“评分为各企业提供了与竞争对手、行业、地理位置和关键利益相关者对比的方法。”
译者：夏林
随着人们纷纷质疑美国当局对新冠疫情的反应，对政府，尤其是联邦政府的不信任情绪不断走高。企业的情况如何？
过去一年里，各界要求企业采取行动保护员工和客户的健康，解决结构性的种族不平等问题。在1月6日的国会山群体事件之后，企业还要协助减少未来的暴力事件。看看在当选美国总统乔•拜登就职典礼周期间爱彼迎（Airbnb）取消华盛顿地区的房间预订就知道了。
RepTrak在企业品牌评估领域全球领先，向《财富》杂志独家提供了100多家企业的声誉得分。从历史数据来看，当企业的RepTrak声誉得分上升时，意味着经营成果越好。
以下是我们的发现。
应该关注的数字
七分之五
……疫情期间，RepTrak声誉得分上升的行业比例。
+4.2分
……过去12个月，制药行业声誉得分提升。制药行业是分数涨幅最大的行业，超过了排名第二位的餐饮业（+3.0）。
-1.6分
……过去12个月，航空业声誉得分下降。航空业为分数降幅最大的行业。酒店业（-0.9）排名第二位。
+3.9分
……三年来大众汽车（Volkswagen）声誉提升。大众也是三年里得分上涨最多的企业。
-9.35分
……过去三年波音公司（Boeing）处理737MAX空难期间声誉得分下降，也是三年里得分下降最多的企业。
宏观层面
疫情期间，多数行业的企业声誉都有所提高。企业参与保护人民健康和应对社会运动方面更加积极。期间企业声誉也同步提升，表明公众支持2020年各企业的应对措施。RepTrak表述得最准确：“在2020年这样的多事之秋，维护声誉就是胜利。企业不仅生存下来，有些还提振了声誉。”
更深层次的收获
1.药企获得了急需的品牌提升
近年来，由于药价飙升以及阿片类药物流行中大制药公司不光彩的形象，公众强烈抵制制药行业。当“制药兄弟”马丁•什克雷利变成行业代言人，人人都能够感觉到情况并不妙。
疫情期间情况出现了逆转。制药行业的RepTrak声誉得分上升了4.2分。当经济发展和现实生活受到威胁时，制药行业得以发展。美国人正纷纷接种Moderna和辉瑞（Pfizer）生产的新冠疫苗。
RepTrak调查的14个行业中，有10个行业的声誉得分有所上升。其中一些行业，例如技术（+1.3）和电信（+2.4）越发渗透日常生活。而且人们似乎正在团结起来支持苦苦经营的食品和饮料公司（+3.0）。
2.科技暴增逐渐消退
在（非自愿的）居家办公工的实验中，Zoom和Slack之类科技公司已经成为人们生活的中心。刚开始，科技公司的RepTrak声誉得分大幅提升。然而随着疫情持续，提升作用逐渐减弱。
为什么？个人推测是：人们因为缺乏面对面的交流而感到疲惫和沮丧。
3.Netflix股价上涨，大众汽车反弹
20世纪初的英国作家欧内斯特•布拉马曾经说道：“千年声誉可能取决于某个瞬间的行为。”
但大众复出的故事用不上千年。2015年，大众汽车因为给汽车安装作弊软件违反排放标准（后来被称为“排放门”）而被查处。然而过去三年里，其RepTrak声誉得分跃升了3.90分。这也是各家公司得分涨幅最大的一家，表明公司形象成功修复。
第二大涨幅来自Netflix（+3.25），主要因为疫情期间人们只能居家，极大提振了公司业务。声誉提升对Netflix来说至关重要，因为借此可以抵御HBO Max、Disney+、Apple TV+和NBC旗下Peacock等新兴流媒体服务的竞争。（财富中文网）
*研究方法：RepTrak收集企业利益相关者（如公众、消费者、投资者、员工和监管机构）的数据计算声誉得分。RepTrak的分数为0-100分。该公司表示：“评分为各企业提供了与竞争对手、行业、地理位置和关键利益相关者对比的方法。”
译者：夏林
As people question authorities' response to the pandemic, distrust of governments—in particular, the U.S. federal government—has gone up. But what about that of corporations?
Over the past year, they've been called upon to take action towards protecting the health of their employees and customers and addressing structural racial inequalities. Following the events on January 6, they've also been tasked to help reduce future violence. Look no further than Airbnb's decision to cancel all D.C. reservations the week of Joe Biden's inauguration.
RepTrak—a world leader in corporate brand measurement—provided Fortune Analytics exclusive access to its Reputation Scores of more than 100 businesses.* Historically, when companies see a rise in its RepTrak Reputation Score, that translates to better business outcomes.
Here's what we found.
The numbers to know
5 in 7
... industries saw their RepTrak Reputation Score rise during the pandemic.
+4.2 points
... is the pharmaceutical industry's boost in its Reputation Score over the past 12 months. That was the biggest uptick—just ahead of No. 2's food and beverage (+3.0).
-1.6 points
... is the airline industry's drop in Reputation Score over the past 12 months. That's the biggest industry dip. The hospitality industry (-0.9) was No. 2.
+3.9 points
... is Volkswagen's three-year uptick in its Reputation Score. That's the biggest jump by a single company during that period.
-9.35 points
... is the decline in Boeing's Reputation Score over the past three years as it dealt with the fallout from 737 MAX crashes. That's the biggest decline during that period.
The big picture
The majority of industries saw their corporate reputations rise during the pandemic. Companies have become more involved in protecting their people's health as well as addressing social movements. That coincides with a rise in corporate reputations, suggesting the public supports these business responses to 2020. RepTrak said it best: "The preservation of reputation is a win in a year as eventful as 2020. Companies did not merely survive but, in some cases, even made reputation inroads."
A few deeper takeaways
1. Drug companies got a much-needed brand boost.
The public backlash to the pharmaceutical industry was fierce in recent years due to spiking drug prices as well as Big Pharma's role in the opioid epidemic. You know things aren't going well when Martin Shkreli, or "Pharma Bro," becomes the face of your industry.
That reversed during the pandemic. The pharmaceutical industry saw a +4.2 point upward swing in its RepTrak Reputation Score. The industry came through when the economy and real lives were at stake: As I write this, Americans are receiving COVID-19 vaccines from Moderna and Pfizer.
Of the 14 industries that RepTrak measures, ten saw jumps in Reputation Scores. Some of those are industries that have become more ingrained into our lives, like technology (+1.3) and telecommunications (+2.4). And it appears people are rallying to support food and beverage companies (+3.0), which are currently struggling.
2. The tech boost is fading.
During this (involuntary) work-from-home experiment, tech companies, like Zoom and Slack, have become more central to our lives. Initially, tech saw a big boost in its RepTrak Reputation Scores. However, as the pandemic lingers, that boost is fading.
Why? My personal guess: We're simply exhausted and frustrated by the tech-enabled lack of in-person interactions.
3. Netflix gains ground, and Volkswagen rebounds.
Ernest Bramah, an early 20th-century English author, once said, "A reputation for a thousand years may depend upon the conduct of a single moment."
But for Volkswagen, its comeback story won't take a millennium. In 2015, Volkswagen was busted for programming its cars to cheat emission standards, which came to be known as "Dieselgate." However, over the past three years its RepTrak Reputation Score has jumped +3.90. That's the biggest uptick among companies—suggesting it's successfully repairing its image.
The second biggest jump went to Netflix (+3.25), which is benefiting greatly from a pandemic that keeps people at home. That uptick in reputation is critical for Netflix as it fights off competition from new streaming services like HBO Max, Disney+, Apple TV+, and NBC's Peacock.
*Methodology: RepTrak calculates its Reputation Score by collecting data from company stakeholders (e.g. the general public, consumers, investors, employees, and regulators). RepTrak's score is presented on a scale of 0–100. The company says: "It provides a way for companies to benchmark against their competitors, industry, geographies, and key stakeholders."
