SurveyMonkey Measures America’s Perception of 2016 Fortune 100 Companies

PALO ALTO, Calif. June 7, 2016 – This week, SurveyMonkey, the world’s leading online survey platform, in collaboration with Fortune, released rankings of Fortune 100 companies on both positive and negative dimensions. The dimensions included measures such as trustworthiness, innovation, cares about you, ruthlessness and worst for the country.

Tech companies come out on top

The survey of over 10,000 U.S. adults found tech companies scoring highest with Amazon, Apple, Alphabet, and Microsoft all in the top 10 for most innovative, influential, positive global impact, and place Americans would most like to work.

Most InnovativeMost InfluentialMost Positive Global ImpactMost Like to Work
1. Apple1. JP Morgan & Chase Co.1. Microsoft1. Walt Disney
2. Alphabet (Google)2. Apple2. Alphabet (Google)2. Alphabet (Google)
3. Intel3. Walmart Stores3. Amazon3. Amazon
4. Amazon4. Microsoft4. Apple4. Apple
5. Microsoft5. Amazon5. Walt Disney5. Twenty-First Century Fox
6. 3M6. Exxon Mobil6. Exxon Mobil6. Delta Air Lines
7. Cisco Systems7. General Motors7. Johnson & Johnson7. Microsoft
8. Boeing8. Goldman Sachs Group8. Walmart8. Nike
9. Dow Chemical9. Bank of America Corp.9. General Electric9. Boeing
10. Oracle10. Alphabet (Google)10. Intel10. Lockheed Martin

*Tech companies are bolded in the chart above.

Tech companies also dominate the list of where people would invest their life savings: Amazon, Alphabet (Google), Apple are the top 3. And, these companies are expected to be around for a long time. Of the companies people think will be around 100 years from today, most have already been around for nearly a century (Coca Cola, General Electric, Walt Disney, General Motors). The exceptions are tech companies, with Microsoft, Amazon, Apple and Alphabet making the top 20 list of companies that people expect to still be in business in 2116.

The good and bad for Walmart

Walmart has the dubious honor of coming in first place as the company respondents dislike the most. Across all negative dimensions (negative global impact, worst for the country, desire to shut down, and ruthless), people said the company was the most ruthless and worst overall for the country.

Possibly still raw from the financial crisis, people rank banks as more ruthless than oil companies, with JPMorgan and Bank of America being named above Exxon Mobil and Chevron. Comcast rounds out the top five most ruthless and worst for the country lists.

Most RuthlessWorst for the CountryMost Negative Global Impact
1. Walmart1. Walmart1. Walmart
2. Goldman Sachs Group2. JP Morgan & Chase Co.2. Exxon Mobil
3. JP Morgan & Chase Co.3. Goldman Sachs Group3. Dow Chemical
4. Bank of America Corp.4. Exxon Mobil4. Goldman Sachs Group
5. Comcast5. Bank of America Corp.5. General Motors
6. Exxon Mobil6. Comcast6. JP Morgan & Chase Co.
7. Verizon Communications7. Dow Chemical7. Valero Energy
8. Morgan Stanley8. Coca-Cola8. Coca-Cola
9. Dow Chemical9. PepsiCo9. PepsiCo
10. AT&T10. Tyson Foods10. Chevron

However, Americans will set aside their dislike for a company if they think it will make them money. Although Walmart and Exxon Mobil top the list for most negative global impact, they are both top 10 companies in terms of where people would invest their life savings.

Women want to work for Disney, men want to work for Google

The data also revealed interesting differences among age and gender lines. While men listed four tech companies out of five as their top places to work (Amazon, Alphabet, Apple, Microsoft), women only listed two tech companies (Amazon and Apple) in their top five.

Age also plays a large role in how Americans perceive companies. For example, the younger you are, the more likely you are to think that Google’s parent company Alphabet is more influential than Microsoft.

Most Influential18-2930-4445-5960+

Similarly, age differences emerge when asked what company is worst for the country. Soft drink and snacks companies appear in the top 10 rankings for 18-29 year olds, but rank much lower for people over the age of 60.

Worst for the Country18-2930-4445-5960+

Other key findings from the 2016 SurveyMonkey/Fortune 100 Rankings and data on how each Fortune 100 company scored can be found here:

On Monday, June 6, Fortune released the Fortune 500, its annual list of the largest corporations in the United States ranked by revenue for the 2015 fiscal year. Please visit for additional coverage or see the June 15, 2016 issue of Fortune, on sale now.

Methods statement

The 2016 SurveyMonkey/Fortune 100 rankings are based on survey responses from a sample of 10,143 adults in the United States. The survey was administered on the SurveyMonkey platform with respondents from Audience, SurveyMonkey’s online panel. Companies in the 2016 listing of the Fortune 100 were compared by respondents on a set of 13 metrics in a two phase survey design conducted May 6th - May 10th and May 11th - May 18th. Data were weighted to match distributions from the U.S. Census Bureau.

About SurveyMonkey

SurveyMonkey is the world's leading online survey platform, with more than 3 million survey responses every day. SurveyMonkey has revolutionized the way people give and take feedback, making it accessible, easy and affordable for everyone. The company was founded in 1999 with a focus on helping people make better decisions, and has built technology based on over 15 years of experience in survey methodology and web development. Customers include 99% of the Fortune 500, academic institutions, organizations and neighborhood soccer leagues everywhere.The company has over 700 employees throughout the United States and Europe, with headquarters in Palo Alto, CA. For more information, visit

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