Samsung most trusted by millennials: Survey

Samsung Electronics topped the list of companies that millennials in the United States trust the most, showed a survey by Reputation Institute, a Boston-based reputation-management consulting firm.

Millennials refer to those between the ages of 18 and 34 who now outnumber baby-boomers and are a critical demographic for major companies.

Samsung Electronics outpaced various global industry leaders such as Nike, Johnson & Johnson and Intel. Apple failed to make the top ten overall.

Since launching in 1997, the consulting firm has conducted the poll in the first quarter of each year to provide corporate clients strategies and insight into how they can gauge and improve their reputation among customers.

The survey is based on admiration, trust, esteem, and the feelings the general public has for over 700 companies in seven categories: performance, products and services, innovation, workplace, governance, leadership, and citizenship. Samsung ranked first in five out of the seven categories.

It failed to claim the top spot in the product and services and governance categories.

The Korean tech giant’s position has surged by 9.3 points since last year.

BY SEO JI-EUN [seo.jieun@joongang.co.kr]