X AND META ranked as the two organisations in Ireland with the worst reputations, followed by Úisce Éireann, the Football Association of Ireland and RTÉ, according to Ireland’s Reputations Index 2026.

A survey of 5,000 consumers, conducted by the Reputations Agency between January and March, placed X as the only organisation in the ‘poor’ ranking, meaning it received 39 or less reputational points.

X was embroiled in controversy this year following the Grok nudification scandal when X’s AI bot Grok generated non-consensual sexual images of women, children and men.

Meanwhile, the survey found that credit unions have the best reputation – a title held for the last four years.

Credit unions were perceived to be the most fair, friendly, genuine and sincere organisation among the 100 organisations studied. 

The survey measures consumers’ perceptions of 100 of the “largest, most familiar, and most important” organisations in Ireland across 16 sectors. The public only rate organisations that they are either somewhat or very familiar with.

Companies are ranked on a Reputation score from 0-100, which measures the strength of the emotional bond between an organisation and the public, based on the results of four statements that test the level of esteem, admiration, trust and good feeling.

The Irish Rugby Football Union ranked in second place this year, followed by An Post, then Bon Secours Hospital. Aldi, which took fifth place, was the only supermarket to rank in the top 10. 

The Reputations Agency said the latest index also shows “significant changes” to the rankings.

The average reputation scores across all 100 organisations increased by 1.1 points compared to last year, with the average now at 69.8 – the highest average reputation score recorded since Covid-19, when many organisations experienced a significant reputational uplift.

Airlines and aerospace increased by the most reputation points, with Aer Lingus taking ninth place. However, Ryanair was in the bottom 10 at 90th place, although it did record an increase in reputation points from last year.

The three biggest risers this year were RTÉ, which increased by 10.7 points from 98th place last year to 96th place this year. 

In banking, the average reputation score for banks now exceeds the average score for all organisations in the index. 

Alan Tyrrell, CEO of The Reputations Agency, said: “From our 2026 study the message is clear – reputation matters from the boardroom to the frontline.”

“The evidence shows that organisations with an excellent reputation score are 19 times more likely to earn the public’s willingness to buy than organisations in the poor reputation tier.

“What also stands out from this year’s findings is that the strongest reputations are not built by chance.

“Leading organisations consistently contribute positively to society, operate with integrity, deliver high-quality products and services, and are led by strong, focused leadership teams. Reputation is earned through actions, consistency and trust over time.”