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2025 Retail Reputation Score Benchmark
In an industry that provides consumers with endless choice, strong reputations will set leader brands apart from followers.
To help retailers better benchmark their repetitional performance, we calculated the average reputation scores for seven categories: apparel, shoes, fragrance and color cosmetics, skincare and personal care, household goods, home furnishings and appliances, and multi-brand retailers.
For each, we look at the average reputation scores among the general population, as well as key demographics like generation, gender and income.
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Inside the Report
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Deep demographic and category-level benchmarks
Benchmark your reputational performance against industry, category and audience averages.
Case Studies
Deep dives into reputation for Bath & Body Works, Ace Hardware, Calvin Klein, and luxury brands.
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Case Studies
Deep dives into reputation for Bath & Body Works, Ace Hardware, Calvin Klein, and luxury brands.
Behind the Data
The Morning Consult Reputation Score™: A modern, research-backed metric that cuts through the noise and delivers a single, powerful signal for brand reputation
Reputation Score™ is built on five core metrics that matter most, combining a company’s perceived trustworthiness, ethical behavior, social responsibility, and its attractiveness, relevance, and value to stakeholders.
The result? A single score — updated daily, easy to understand and communicate, and directly linked to levers that communications and brand teams can influence.
Reputation Score™ is built on five core metrics that matter most, combining a company’s perceived trustworthiness, ethical behavior, social responsibility, and its attractiveness, relevance, and value to stakeholders.
The result? A single score — updated daily, easy to understand and communicate, and directly linked to levers that communications and brand teams can influence.