Dollarama has claimed the top spot as the most reputable company in English Canada, according to Leger’s latest reputation report.

The discounter earned a score of 73, leading a ranking of 334 companies across 29 sectors based on feedback from roughly 38,600 Canadians surveyed between November and January. Companies were evaluated on six pillars: financial success, corporate responsibility, transparency, quality of products/services, innovation and attachment.

The results point to a broader shift in consumer sentiment, with discount retailers seeing the biggest lift in reputation, up four points on average as affordability continues to shape purchasing decisions. Eighth place last year, Dollarama has only fallen out of the ranking’s top 10 once since 2016, as value options like third-place Costco are reaping the rewards and generating buzz for providing practical, affordable and reliable solutions. Second-place Samsung has retained a top 10 ranking since 2018.

While discount outlets gained, grocery and consumer retailers dropped four points on average and social-media platforms also lost ground. Meanwhile, telecom and sports leagues recorded modest increases overall.

Several brands posted notable gains, including Kia, the PWHL, MLB and TikTok, while Tesla experienced the steepest reputational decline, followed by Campbell’s, Kellogg, Starbucks, Netflix and PayPal.

Leger also ranked the year’s top 10 employers, which includes by ranking, Costco, the NHL, Samsung, Toyota, Microsoft, The Home Depot, Apple, Sony, Shoppers Drug Mart and Google.