Corporate Character: The New Frontier in Reputation

Reputation can no longer be controlled through messaging alone. What companies do and whether their actions match their values now matters more than any carefully crafted narrative.

This report, produced by Fire on the Hill in partnership with Mercury Analytics and Opinium Research, draws on the views of 3,000 consumers across the US and UK to explore what trust really looks like in 2026.

In this report you will learn:

• Why corporate character is a strategic asset, and how it differs from brand
• What consumers in the US and UK say actually builds trust with a company
• How companies like LEGO, Lush and Bosch have used character to strengthen resilience
• A practical framework for understanding, defining and activating corporate character.

Download the full report below.