Credit Unions most reputable organisation for third consecutive year

The Reputations Agency has unveiled the results of the Ireland Reputation Index 2025, naming Credit Unions as Ireland’s most reputable organisation for the third consecutive year. The announcement recognises leading organisations in reputation management and shares insights from 16 years of national research, powered by RepTrak. The annual index is based on the perceptions of over 5,000 members of the Irish public, measuring trust, respect, admiration, and esteem across 100 of the country’s largest and most familiar organisations. It also evaluates brand performance, purpose, and ESG credentials. This year’s data, collected between January 3rd and March 17th, reveals a growing emphasis on organisations’ societal contributions and how deeply embedded they are in Irish life. Credit Unions achieved an “Excellent” reputation score of 82.4, topping the charts for their leadership in key reputation drivers: Citizenship, Conduct, and Workplace. They also ranked highest in attributes such as sincerity, fairness, and community connection. When asked, the public overwhelmingly said they would welcome Credit Unions into their communities, recommend them to others, and give them the benefit of the doubt in a crisis. In second place, An Post also received an Excellent rating with a score of 80.8. The organisation was praised for its transformation into a sustainable business and for championing social purpose—enhancing lives across every Irish community. Boots Ireland followed in third, with a Strong score of 79.5, recognised for consistently meeting customer needs and valuing employee wellbeing. Across the 100 organisations studied, reputation scores rose by 1.3 points to an average of 68.7—nudging closer to a “Strong” rating. Notably, Ireland’s pillar banks matched the national average for the first time since the 2011 financial crisis, signalling a long-term recovery in public sentiment. Among this year’s most improved performers was An Bord Pleanála, which climbed 11.7 points due to increased efficiency in the planning process and expanded staffing. In the social media space, LinkedIn stood out with a Strong score of 72.8, ranking 30th—well ahead of peers like Meta and X (formerly Twitter), both of which fell into the Poor reputation tier. The Olympic Federation of Ireland also made a significant leap, rising ten points and 51 places in the rankings, thanks to its performance and visibility during the Paris Olympics. A strong sense of Irish identity remains a reputational asset. Six of the top ten organisations—including Bord Bia, Dunnes Stores, and Bon Secours Health System—are Irish. Meanwhile, global names like Boots, Lidl, and Toyota have earned their place through deep community engagement and consistent delivery of value. Reflecting on the findings, Niamh Boyle, CEO of The Reputations Agency, emphasised the value of resilience, purpose, and long-term commitment, especially in times of geopolitical uncertainty and environmental volatility. David Malone, CEO of the Irish League of Credit Unions. (Pic: Leon Farrell / Photocall Ireland) “The organisations that lead are those that hold firm to their values, focus on others, and stay externally aware,” she said. “Reputation is not just a measure of public perception—it’s a shield in a storm.” David Malone, CEO of the Irish League of Credit Unions, welcomed the recognition: “This result reflects the dedication of credit unions nationwide to combine innovation with meaningful community service. “It’s a proud moment and a testament to our unwavering mission to serve and support our members.” Photo: David Malone, CEO, the Irish League of Credit Unions, Niamh Boyle, CEO, The Reputations Agency, Garrett Bridgeman, Managing Director and COO, An Post; Stephen Watkins, Managing Director, Boots Ireland. Pic: Marc O'Sullivan

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