Discover 2018's most reputable companies among Millennials worldwide. Reputation Institute powers the world's most reputable companies.

1. Cracking the Millennial Reputation Code
2018 Millennial RepTrak®
October 30th, 2018

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Focus For Today
2
• Methodology
• Who are Millennials?
• Millennial Reputation Insights
• Millennial RepTrak® 100
• Company Spotlight
• Key Implications

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Reputation Institute: Who We Are
3
• Founded in 1997 we have been measuring reputation for more than 20 years
• We measures more than 7,000 companies per year, across 55 countries, and 20
different industries
• We help organizations answer the following three key questions:
- What is my reputation and how does it compare?
- How can I improve and protect my reputation?
- What is the business impact of better managing my reputation?
The global leader in reputation intelligence

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the express written permission of Reputation Institute. RepTrak® i s registered trademark of Reputation Institute. © 2018 Reputation Institute, all rights reserved.
Overall Marketing Objectives: Lead Generation Engine
Unleashing the Power of Reputation Intelligence
Mining
Measuring
Managing
Membership
Benchmark your reputation against
peers within the industry. Gauge
perceptions of your company.
Improve your corporate reputation.
Leverage the advice of reputation
experts.
Connect with a network of leading
global companies. Apply the best
practices in reputation.
Listen to your company’s key
stakeholders. Mine the conversation.
A singular lens by
which to identify the
what, why, and how to
optimally navigate the
reputation economy

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
REPTRAK® PULSE
Emotional Connection
PRODUCTS & SERVICES
INNOVATION
WORKPLACE
GOVERNANCE
CITIZENSHIP
LEADERSHIP
PERFORMANCE
REPTRAK® DIMENSIONS
Cognitive Consideration
BEHAVIORIAL INTENTIONS
Reputation Outcome
THINK FEEL DO
Measuring Reputation: RepTrak®
PURCHASE
ADVOCATE FOR
ACCEPT
DEFEND
WORK FOR
INVEST IN
5

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Surveying G15 Economies: Global RepTrak®
AUSTRALIA ● BRAZIL ● CANADA ● CHINA ● FRANCE ● GERMANY ●
INDIA ● ITALY ● JAPAN ● MEXICO ● RUSSIA ● SOUTH KOREA ● SPAIN ●
THE UNITED KINGDOM ● THE UNITED STATES
6

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Millennial RepTrak® 100
230,000+
Individual ratings
2 monthsJanuary-February 2018
Informed
General Public
Somewhat or very familiar with
company evaluated
145
Nominated Companies
The largest normative database on corporate
reputation in the world.
6

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Who are Millennials?

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Millennials as a Cohort: “Me Generation”
9
Defining Millennials
Ages 22- 37
Source: Pew Research Institute

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Millennials Drive the Global Economy
10
$24T
Global millennial net
worth by 2025
Source: UBS Group
35%
Percentage of the global
workforce by 2020
Source: The Financial Times
17%
Increase in spending
from 2016 - 2021
Source: Goldman Sachs
Globally there are 1.8 billion
Millennials with about 90%
residing in developing nations
Source: The Financial Times

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Defining Millennials
11
57%
Have less than
$1,000 in savings
49%
Believe climate change and
destruction of nature is the
most serious global issue
31%
Say they are a democratic
socialist, a socialist, or would
identify as either
Want team
consensus at work55%
86%
Believe people are
entitled to a
livable wage
Interested in
sustainable
investing
86%
Want to increase
spending on experiences
over material objects
78%
86%
Would take a pay cut to
work at a company that
aligns with their values

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Seven Insights on Millennial Reputation

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Millennials See Companies No Differently
1

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
68.4
Globally, Millennials Deem Companies as Similarly Reputable
14
Non-Millennials
+0.5
Millennials
2018 Global Reputation Scores –Millennials vs. Non-Millennials
68.9

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Millennial Support of Companies is on Par with Non-Millennials
15
50
60
70
Buy Recommend
cpy
Trust Work For Benefit of
Doubt
Invest
Millennials Non-Millennials
Breakdown
• Millennials are supportive of
companies – if not slightly more
supportive of companies than Non-
Millennials
• Getting the benefit of the doubt from
Millennials and earning their intent
to invest still remains the biggest
challenge for global companies
Global Support Scores –Millennials vs. Non-Millennials

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Millennials are Not Homogeneous
2

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
55
60
65
70
75
80
2018ReputationScore
Millennial Non-Millennials
Millennial Differences Exist on a Country Level
17
Reputation Scores by Country – Millennials vs. Non-Millennials
Breakdown
• Millennials rate companies’
reputation very differently by
country
• No consistent pattern in
generational differences in
perceptions of corporate reputation
• Millennials in the UK, China and
India perceive companies as much
more reputable

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
50
55
60
65
70
75
80
85
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Need to Speak to Millennials in a Targeted Way
18
Reputation Scores by Millennial Segments by Country
Reptrak®PulseScore
• Millennial’s global
perceptions of corporate
reputation vary by age
and/or gender – with
the exception of Canada
• Understanding who
your Millennial
supporters and
detractors are is key in
developing a more
effective reputation
management strategy
Breakdown
Old
Old
Young
Old
Young
Old
Old
Young
Old
Young
Old
Young
Young
Old
Young
Old
Old
Old
Old
Old
Old
Young
Old
Old
Young
Old

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
They Align with Intangibles and Tangibles
3

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20
Products and Corporate Responsibility Matters
Factor Adjusted
Regression
N = 82,739
Adj-R² = 0.66
20
Reputation Dimensions Weights – Global Millennials vs. Non-Millennials
Breakdown
• Products/ Services are the most
important single driver of
corporate reputation
• Measures of Corporate
Responsibility, Governance and
Citizenship are slightly less
important for Millennials vs.
Non-Millennials
• Corporate financial performance
is more important for
Millennials
12.8% 20.2%
14.7% 11.3%
12.5% 13.1%
15.4%
11.7% 20.8%
15.3% 11.0%
12.1% 12.8%
16.3%
Millennials Non-Millennials
-0.6% pts.
+0.3% pts.
+0.3% pts.
-0.9% pts.
-0.6% pts.
+0.4% pts.
+1.1% pts.
Factor Adjusted
Regression
N = 134,696
Adj-R² = 0.67

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Products and Services Matter Universally
21
100%
76%
72%
28%
17%
7%
Products &
Services
Governance Citizenship Performance Innovation Leadership
% Top 3 Weight
Breakdown
• Products/Services are universally
important to Millennials in all
countries
• But 45% of Millennial segments
across countries do NOT follow the
dominant pattern above for other
dimensions
• E.g., financial performance is key for
all Millennials in Brazil and in India,
and Leadership in China
Percent of Millennial Segments with Dimension as Top 3 Reputation Weight

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
22
CR Improvement is Biggest Opportunity for Millennials
Reputation Dimensions Weights and Scores – Global Millennials
Breakdown
• Millennials give global companies
the highest score on Products/
Services and financial Performance
– and score them the lowest on CR
• Improvement on Governance and
Citizenship is the opportunity for
increasing reputation among
Millennials
12.8% 20.2%
14.7% 11.3%
12.5% 13.1%
15.4%
Weight of Importance
72.1 71.7
63.3 64.1
69.8 67.9
64.9
Reputations Scores

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
What and How You Communicate Matters
4

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Good Content is Only Part of the Equation for Millennials
24
Breakdown
• Content (dimensions) accounts for
over half of global reputation
• But how companies communicate
(“Expressiveness)” and perceived
image (“Persona”) is also key
0%
20%
40%
60%
80%
100%
Millennials
Content Expressiveness Persona
Relative Contribution of Content, Expressiveness and Persona to Reputation

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Brand Strength Relevance Informativeness
Brand Strength Helps, Being Relevant is the Opportunity
Breakdown
• A strong corporate brand is key
among Millennials – companies
score highly on this metric
• But Millennials tend to view
companies as less personally
relevant and uninformative
25
67.2
59.3
61.5
40%
33%
27%
Brand Strength Relevance Informativeness
• Frequent comm.
• Sufficient comm. • Unique
• Genuine
• Consistent
• Open Exchange
• Relevant comm.
• Value alignment
Brand Strength Relevance Informativeness
Expressiveness Dimension Weights and Scores for Global Millennials

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Millennial Lifestyle and Values Alignment are Lacking
Breakdown
• Millennials see shortcomings
around frequency of corporate
communication
• Creating a unique and genuine
corporate brand experience is an
opportunity
• But importantly fostering value
alignment with the company is the
biggest miss
26
69.1
66.6 65.8
Consistent Unique Genuine
60.8 60.1 57.9
Open Relevant Value
exchange comm. alignment
63.0
60.6
Sufficient
comm.
Frequent
comm.
Expressiveness Dimension Component Scores for Global Millennials

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Need to Go Beyond Being Progressive
5

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Companies Need to be Progressive, Caring and Straightforward
Breakdown
• Projecting a corporate brand
persona that embodies progressive,
caring and straightforward traits
helps increase company reputation
• Negative “self-serving” associations
need to be avoided at all cost
28
24%
22%
21%
6%
27%
e.g. tech-savvy,
intelligent, modern
e.g. charming,
nurturing, caring
e.g. down-to-earth,
straightforward, fair
e.g. tough,
aggressive
e.g. lazy, greedy,
arrogant
Relative Contribution of Corporate Brand Persona Dimensions to Reputation
Progressive
Caring
Straightforward
Tough
Self-Serving

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Relatively Lower Association With Caring and Straightforward
Breakdown
• Most Millennials associate
companies with being Progressive,
followed by Straightforward and
Caring and Aggressive
• A very small percentage consider
businesses as self-serving
• Biggest opportunity is to drive
association with being more
Caring, followed by being
Straightforward
29
Brand Persona Association
BrandPersonaReputationImpact
Caring
Straightforward
Aggressive
Self-serving
Progressive
Global Millennial Corporate Brand Persona Dimension
Weights vs. Association

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Enhancing Persona Increases Reputation
Breakdown
• Even though 80% of Millennials
associate global companies with
one or more progressive attributes,
the reputation impact increases
with strength of association
• Linking a given company to two
progressive traits (the average)
yields a reputation score of 70.3 –
with 9 an almost excellent
reputation of 89.3
30
50
60
70
80
90
0 1 2 3 4 5 6 7 8 9
Global Millennial Number of “Progressive” Attribute
Associations and Reputation Score
ReputationScore
Number of “Progressive” Attributes Associated with Company

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Millennials Want Engagement With CEOs
6

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
CEO Familiarity Has Strong Impact on Corporate Reputation
32
• CEO familiarity has reputation
benefits among Millennials but is
still relatively low (14%)
• Increasing CEO familiarity among
Millennials yields highest reputation
lift for companies in Australia, US,
South Korea and the UK
Breakdown
78.2 67.5Millennials
Familiar with CEO Not familiar with CEO
+10.7
Corporate Reputation Score by CEO Familiarity –
Millennials

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
60
65
70
75
80
0.5 1.5 2.5 3.5 4.5 5.5 6.5 7.5 8.5
CEO Familiarity Most Elevates Citizenship and Governance
Corporate Reputation Score For Global Millennials Familiar with CEO vs. Not
• The highest dimension lift
among those familiar with
CEOs are in the key
dimensions of citizenship and
governance.
• Citizenship benefits the most
across all countries with the
exception of China/Mexico
(Governance) and South
Korea (Innovation
Breakdown
Pulse Citizenship Governance Innovation Workplace Leadership Performance
Products/
Services
AverageReputationStrongReputation
Familiar with CEONot familiar with CEO
+10.7
+10.6
+9.9
+9.4
+9.3
+8.7
+7.5 +7.2
33

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Perceived CEO Responsibility is Most Important
34
• To improve their reputation among
Millennials CEOs need to focus on
conveying a sense of (social)
responsibility and ethical behavior.
• CEO responsibility is leading quality
in most for Millennials – especially in
Japan, France, Germany and the UK
• Leadership is top Weight in Russia,
Italy and South Korea
Breakdown
74.0 74.2
67.8
75.684.6
84.2
81.4
74.
2
29.0%23.4%
23.9%
23.6%
CEO Reputation Dimension Weights – Millennials

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Millennials Are Shaped by Psychographics
7

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Psychographic Segmentation of Millennials
Breakdown
• Understanding how Millennials self-
identify allows for more accurate
reputation-management strategies
tailored to specific mindsets
• Millennials macro cluster as either
being attitudinally “Selfless,” “In the
Know,” or “Traditionalist”
36
Selfless In the Know Traditionalist
I watch, attend, or
participate in spiritual or
religious gatherings
I volunteer with social and
charitable organizations
I conserve resources and act
to protect the natural
environment
I keep up with the latest
technologies
I like to buy fashionable
products
I openly share my opinions
about current events on
social media
I follow performance of
companies, economy, and
the stock market
I am proud of my country
and support my government
I watch or attend sporting
events
Psychographic Segments

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0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
10% 20%
In the Know or Traditionalist Millennials are Key
Breakdown
• The highest proportion of
Millennials fall into the “In the
Know” and/or “Traditionalist”
segments
• Selflessness is rare – and there is
the lowest potential reputation
lift among this segment
• Biggest opportunity for
reputation lift is among
Millennials who are “In the
Know” or “Traditionalists”
37
Traditionalist
In the Know
Selfless
Psychographic Segments: Reputation Lift and
Prevalence for Millennials and Non-Millennials
ReputationImpact
Prevalence

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
78.9 79.0
72.6 71.6
77.0 76.3
73.8
77.3 78.2
70.8 70.3
75.7 74.5
72.2
In the Know and Traditionalists are Advocates
Breakdown
• Millennials from both of these
psychographic segments rate
global companies’ significantly
higher than Millennials overall
• Actively engaging with these
Millennial segments is key to
building a better reputation,
and creating an emotional
buffer against reputational
risks in times of crisis
38
+7.3
77.2
78.5
+8.4
+7.5
+8.9
+9.3
+7.3
+6.8
+6.4
+6.6
+6.3
+7.3
+7.5
+6.0
+5.3
(+9.6)
(+8.3)
Reputation Dimension Scores for Global Millennials:
In the Know and Traditionalist Segments vs. Overall Millennials

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Need to Adapt Content Strategy for Key Segments
Breakdown
• Engaging Millennials who are
“In the Know” means putting
more emphasis on Performance
and Leadership -- beyond
Products / Services and
Governance
• Focusing on “Traditionalist”
Millennials is more consistent
with the needs of Millennials
overall– Products / Services,
Citizenship and Governance –
though they also slightly over
index on Performance and
Leadership
39
13.6% 19.3%
14.2% 11.7%
13.2% 13.5%
14.5%
14.0% 18.5%
13.7% 11.9%
13.6% 13.8%
14.5%
Reputation Dimension Weights for Global Millennials:
In the Know and Traditionalist Segments

40. Millennial RepTrak® 100

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Millennial Rank Home Company
1 United States
2 Switzerland
3 United States
4 Japan
5 Denmark
6 Japan
7 Germany
8 Japan
9 Germany
10 United States
2018 Millennial RepTrak® Top 10 Companies
Strong
41
• United States, Japan, and
Germany are primarily home to
the most reputable companies for
Millennials
• Nintendo performs much better
among Millennials, relative to the
Global General Population
• Rolex and Google display great
consistency with a top 3 ranking
among Millennials and Global
General Public overall
Breakdown

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the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
80.1 79.2 78.8 78.6 78.4 77.7 77.3 77.3 77.0 76.2
76.0 75.8 75.4 75.4 75.1 74.5 74.4 74.2 73.9 73.8
73.5 73.5 73.3 73.2 73.2 73.2 73.0 73.0 72.9 72.9
72.7 72.4 72.4 72.4 72.1 72.0 71.9 71.9 71.9 71.8
71.8 71.7 71.5 71.5 71.4 71.4 71.3 71.2 71.2 71.1
71.1 70.8 70.7 70.6 70.6 70.6 70.6 70.5 70.5 70.4
70.4 70.3 70.1 70.0 69.9 69.9 69.9 69.6 69.6 69.5
69.4 69.3 69.2 69.2 69.2 69.1 69.0 69.0 68.9 68.7
68.7 68.6 68.6 68.5 68.5 68.2 68.1 68.0 68.0 67.9
67.9 67.7 67.6 67.5 67.5 67.4 67.1 67.0 66.9 66.9
Millennial RepTrak® 100
95
42

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Company Millennial Rank Overall Rank Difference
Starbucks 85 111 26
Volkswagen 88 109 21
Heineken/Natura 44/52 62/70 18
L'Oréal/Ikea/Hershey 27/29/50 44/46/67 17
SAP/LinkedIn 50/64 67/80 16
Company Millennial Rank Overall Rank Difference
Siemens 75 51 -24
Ralph Lauren/Pirelli 69/49 50/30 -19
Estée Lauder 79 63 -16
LVMH Group 63 48 -15
Daimler 73 59 -14
Over vs. Under Achievers Among Millennials
Significant difference > 0.8
43
Strong
• Starbucks has biggest positive
upside among Millennials,
followed by Volkswagen
• On the downside, companies like
Siemens and Daimler fare much
worse among Millennials
• Bipolar dynamics among luxury
good companies with L’Oréal
overperforming, as compared to
Ralph Lauren, Estée Lauder and
LVMH Group underperforming
among Millennials.
Breakdown

44. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Most Reputable Companies Among Millennials by Region
North America
EMEA
Asia Pacific
Company Score
The LEGO Group 82.4
Rolex 81.7
Sony 81.5
Nintendo 81.3
Walt Disney Co 80.8
Company Scor
e
Google 81.7
Walt Disney Co. 80.5
Rolex 78.9
BMW Group 77.1
Nike 77.0
Company Score
Nintendo 82.7
Google 81.6
Netflix 80.5
The Lego Group 80.2
Walt Disney Co. 78.8
Company Scor
e
Google 79.6
Netflix 77.8
Sony 76.6
Whirlpool 76.4
Adidas 76.2
Latin
America
67.2
68.5
81.3
68.3
Significant difference: Asia > 1.5, EMEA > 1.2, Latin America > 2.0; North America > 1.8
44
68.3
70.2
68.5
67.2

45. Company Spotlights

46. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Rolex: Celebrity Cache and Strong Emotional Bond
46
• Rolex has strong performance on
Products, Leadership and financial
Performance
• The company’s connection with high-
profile sports icons elevates its content
relevance
• The embodiment of “success with
integrity” makes Rolex aspirational and
enables it to forge a strong emotional
bond with Millennials
72.3
7.8
79.2
Reputation Score /
Emotional
Reputation Index /
Rational
71.479.2

47. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Walt Disney: Iconic, Caring, and Highly Relevant
77.3
69.9
73.3
77.1
69.3
79.1
81.7
78.8
Walt Disney Company
Reputation and Dimension Scores
47
• Disney ranks second in CR as
well as in Leadership, and
Performance which are all
disproportionally important to
“Traditionalist” Millennials
• Disney is second only to Google
in providing a strong corporate
brand narrative and
communicating in a relevant way
with sufficient depth and cadence
• Disney is perceived as the most
“caring” company among
Millennials
The Magic Kingdom
is Going Green
(10/09/18)
Disney Hotel
Workers Get $15
Minimum Wage
(09/25/18)
Buy Disney Stocks as
It Breaks Out to New
All-Time Highs
(10/22/18)

48. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
Nintendo: Most Reputable CEO and Good Governance
48
• Ranked 1st in CEO score for former
CEO Tatsumi Kimishima
• Scored 2nd in Governance – the
second most important driver of
content
• A rich heritage and brand legacy
creates a strong emotional bond
• Top 3 in providing genuine,
relevant and sufficient information
about activities and welcoming
open discussion
87.6
74.1
CEO Reputation Score
Nintendo All Companies
+13.5 points
above average
71.2
64.9
Governance Score
Nintendo All Companies
+6.3 points
above average

49. Key Takeaways and Implications

50. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2018 Re putation Institute, all rights reserved.
1. Not all Millennials are created equally, adjust your communications strategy
accordingly
2. Focus on Products/Services, Governance and Citizenship -- but do not shy away from
Financial Performance
3. Improvement on Corporate Responsibility is biggest opportunity to drive traction
4. Create a deep emotional bond by actively communicating what makes your company
special – leverage your core values
5. Progressiveness is key, being straightforward and caring is equally important
6. Increasing CEO familiarity among Millennials has corporate reputation benefits
7. Leveraging psychographic understanding can help more effectively build reputation
among Millennials and manage risk
How to Win with Millennials: Implications
50

51. The presentation is confidential and contains proprietary information and intellectual property of Reputation Institute, whic h may not be reproduced or disclosed without
the express written permission of Reputation Institute. RepTrak® is a registered trademark of Reputation Institute. © 2017 Reputation Institute, all rights reserved.
Is your company reputation ready
to engage Millennials?
www.reputationinstitute.com
Thank You
51