Costco Tops Caliber’s 2026 U.S. Trust & Like Poll as Financial Anxiety Persists
Event summary
- Costco topped Caliber’s 2026 U.S. Trust & Like Poll with a score of 79, up from 78 in 2024, despite tariff-induced cost increases in the retail sector.
- Target saw a significant drop in its Trust & Like Score, falling from 72 in 2024 to 69 in 2025, following backlash over walking back DEI commitments.
- Tesla and FedEx also experienced a three-point drop in their Trust & Like Scores.
- Caliber’s poll was based on 30,028 evaluations throughout 2025, tracking public perceptions of the 30 largest and most visible Fortune 500 companies.
The big picture
In a year marked by rising costs and AI anxiety, Costco’s rise to the top of Caliber’s 2026 U.S. Trust & Like Poll highlights the importance of aligning business decisions with stated values. The retail sector faced significant challenges, with Target and Tesla experiencing notable drops in their scores due to consumer backlash and reputational issues. The poll underscores the growing financial anxiety among stakeholders and the need for companies to maintain strong stakeholder relationships in a volatile economic environment.
What we're watching
- Governance Dynamics
- How Costco’s alignment of business decisions with stated values will affect its long-term reputation and stakeholder trust.
- Consumer Backlash
- Whether Target can recover from the reputational damage caused by its walkback on DEI commitments.
- Sector Volatility
- The pace at which other retailers and technology companies adapt to financial anxiety and AI concerns to maintain stakeholder trust.
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