15 June 2023
In just its second year in the public rankings, Mitre 10 New Zealand has again rated strongly in the 2023 Kantar Corporate Reputation Index, taking second place behind Air New Zealand, and up one spot from 2022.
The annual study, which measures organisational reputation, scored Mitre 10 particularly highly in the areas of trust (111) and responsibility (107) as rated by consumers, testament to the co-operative’s honest and ethical conduct, and commitment to treating team members well.
“Mitre 10 has proudly served and supported Kiwi communities for almost 50 years,“ says Mitre 10 New Zealand CEO Andrea Scown. “Our place in this year’s Index recognises the enormous commitment that our team of 7,000 make every day, in every store, in communities throughout New Zealand.”
“The past few years have been challenging for the retail and building industries alike. We are grateful for the belief and trust our customers have in our team to support them through the important projects they undertake in and around their homes. Supporting Kiwi DIYers and home builders is the greatest privilege of our co-operative.
“Our promise to our customers is to be with them all the way, and my message to Kiwi is a thank you for being with us all the way. Thank you for trusting us, Aotearoa.”
The Kantar Corporate Reputation Index 2023 measures four pillars of reputation – trust, responsibility, success / leadership, and fairness. It uses Kantar’s global RepZ framework with standardised reputation attributes to rank the reputations of New Zealand’s top consumer facing businesses.
It has 19 industry categories with brands indexed against major competitors in their category to remove industry bias. More than 35,000 New Zealanders have been interviewed over the last nine years with an average sample size of 500 per category per year.