Nvidia is the most reputable U.S. company, with Costco and Trader Joe's narrowly missing the top 10.

Nvidia, the computer chip company, is revolutionizing artificial intelligence and has become America's new favorite brand.

According to the 2024 Axios Harris Poll 100 reputation rankings, a survey of Americans identified the "100 most-visible brands in America" and asked a separate group to rate those brands based on "nine dimensions of reputation."

Since 1999, Harris has employed a methodology to measure the reputations of companies most frequently on the minds of Americans, as reported by Axios on Wednesday.

Here are the top 10 companies on the list:

1. Nvidia
2. 3M
3. Fidelity Investments
4. Sony
5. Adidas
6. USAA
7. Honda Motor Company
8. Patagonia
9. Apple
10. Samsung

Nvidia's rapid rise to prominence is evident in its current ranking as the No. 1 tech giant, despite not being included in last year's list of the 100 most-visible U.S. companies.

Since its inception in 1993 at a Denny's breakfast booth, Nvidia has been led by co-founder and CEO Jensen Huang. Many prominent companies, including Amazon, Google, Meta, and Tesla, utilize Nvidia's computer chips, which are specifically designed for AI development.

Nvidia's success has made Huang one of the world's 20 wealthiest individuals, with an estimated net worth of over $90 billion, according to Forbes.

Both Nvidia and 3M, a multi-industry conglomerate based in Maplewood, Minnesota, were the only two companies to receive an "excellent" reputation score. 3M offers a diverse range of consumer products, including Command strips, Scotch tape, hard hats, and face masks, and currently boasts a market value of over $55 billion.

The ranking of companies has shifted, with Patagonia moving from first to eighth place. Costco, Trader Joe's, and Chick-fil-A, which were in the top five last year, now rank 11th, 13th, and 21st, respectively. Despite their "very good" reputations, they have all fallen short of their previous "excellent" ratings.

John Deere, who was ranked No. 3 on the previous year's list, did not make it to the top companies with the highest visibility in the country this year.

The bottom five American companies, which have the poorest reputations, all ranked similarly poorly last year. The Trump Organization finished last for the fourth year in a row, followed by social media platform X, Spirit Airlines, Meta, and Fox Corporation.

This year, the ranking downgraded the reputations of X, Spirit Airlines, and Meta from "poor" to "very poor."

A trend among tech companies

One specific metric, 'citizenship,' received middling-to-poor scores from multiple tech companies on the list.

Citizenship refers to how consumers perceive a brand's social, economic, and environmental responsibilities. Despite Apple's strong reputation on data privacy, it ranked 56th in citizenship.

The increasing trend among consumers to prioritize social issues, such as workplace inclusion and ecological sustainability, could be a result of pressure on companies to use their resources more responsibly. A 2021 Deloitte survey found that climate change is Gen Z's top personal concern, surpassing topics like unemployment and healthcare.

Last year, CNBC Make It reported that an increasing number of workers are quitting their jobs due to a mismatch between their employers' environmental values and their own.

Robert Walters Group's global practice director Tom Lakin stated that employees are questioning whether they want to work for an organization that lacks responsibility, purpose, or meaning, according to Make It.

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