Trader Joe's tops U.S. brand reputation survey

Trader Joe's has been named the most reputable brand in the U.S. in 2025, according to the Axios Harris Poll 100, surpassing major companies like Apple and Amazon. The grocery chain earned an impressive score of 82.1, a significant jump from its 13th-place ranking in 2024. The survey evaluated 100 brands based on factors like trust, ethics, and social responsibility, despite recent controversies. The survey involved thousands of Americans and considered factors like brand visibility and public perception. Costco also performed well, while X and Spirit Airlines received low scores.