RIO DE JANEIRO, BRAZIL – The Top 3 companies with the best reputation in Brazil have names that remain firm in the leadership. The 2022 ranking of Merco Brazil, a Corporate Reputation Business Monitor, shows that the positions of today’s leaders are the same as in 2021. In first place comes Natura, in second Ambev, and in third MagazineLuiza.
Besides the consolidation of the Top 3 in the leadership, another noteworthy movement in the last year was the entry of digital companies such as Mercado Livre and Netflix. Before the entry of the two companies, only Google was within these top 10.
Another highlight of this top 10 is the strong presence of the cosmetics sector. It is interesting to note that Avon has grown. In the past, Natura led the ranking, Boticário Group was in the top 5, and now the importance of the sector is reinforced by the arrival of Avon in 9th place.
“After the purchase by Natura&CO, Avon went up in position. We have no way of saying it was because of this, but it happened together,” says Lylian.
For Merco’s director, it is possible to interpret that the companies were scored in this edition a little differently than before. The attributes of talent, ethics, and corporate responsibility gained more weight in the evaluation. Previously, attributes such as financial economic results and quality of the commercial offer were by far the strongest.
STRONG MOVES
Across the 100-company ranking, director Lylian Brandão points out that digital companies have strengthened. “We have seen the growth of digital sectors, both in the question of digital retail, but in payment services, e-commerce, financial services,” she explains.
In the case of iFood, for example, the company went from 35th to 18th place. Nubank also deserves to be highlighted because it was, historically in Merco’s ranking, the company that went up. Today, it is in 15th place.
The pharmaceutical industry is growing and hospitals have also gained strength, mainly due to the pandemic. The Rede D’or São Luiz Hospital had never been in the survey. In 2021, it went straight to 79th place.
Other companies that were not in the ranking in 2020 and have now entered the list are BTG Pactual.
With the pandemic, people also started to value more basic services. This explains why the sanitation company Sabesp is in 86th place and two energy companies, CPFL and Copel, are in the last position.
LEADERS
Who is also the target of reputation analysis in Merco’s ranking are the leaders and executives ahead of the companies? Once again, Luiza Helena Trajano, president of the Board of Directors of MagazineLuiza ranked first.
With the growth of the company, her son and CEO Frederico Trajano went from the seventh position to the fourth.
The leaders of Ambev and Natura are also on the list of most admired CEOs, coinciding with the company’s good positions.
In the TOP 100 leaders, a noteworthy movement is that of women’s positions. All women grew in their position. The three biggest growths were also from women: Ana Paula Assis (24th), Paula Paschoal (28th), and Cristina Junqueira (10th).
The TOP 10 also gained two women. In the previous ranking, there were only men.
