May 23, 2025 - News
Microsoft and Costco named among most trusted brands
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Some Seattle-area companies rank among the world's most trusted big brands, according to the latest Axios Harris Poll 100 reputation rankings.
How it works: The survey is the result of a partnership between Axios and Harris Poll to gauge the reputation of the most visible brands in America, based on 20 years of Harris Poll research.
Zoom in: Redmond-based Microsoft ranked as the No. 3 most trusted company among this year's top 100 brands, jumping 15 spots from last year.
- Costco — headquartered in Issaquah — ranked fifth, up from No. 11 last year.
- Nintendo and Amazon both ranked in the top 20, placing them in the "very good" reputation category.
- T-Mobile and Starbucks were 54th and 71st, respectively.
Yes, but: Boeing ranked 88th, in the "very poor" category.
- The aerospace giant, which was founded in Seattle and has factories in Renton and Everett, has struggled in recent years to rebound from a series of quality and safety problems.
- Those incidents included a door plug blowout that caused an airplane panel to fly off mid-flight in January 2024, and two 737 MAX crashes in 2018 and 2019 that killed 346 people.
Catch up quick: Axios and Harris Poll have been partnering on this poll since 2019.