Millennials in the US are a generation of an estimated 75 million people aged between 18 and 34 so it goes without saying that their opinion matters. A reputation management consulting firm called The Reputation Institute uses its proprietary scoring system to offer corporate clients insights into how reputable their company is considered by the people. This year the firm focused on millennials in the United States to find out which companies they believe to be the most reputable. Millennials gave the top spot to Samsung.

The Reputation Institute assigns each company a score called The RepTrak Pulse. The score is based on admiration, trust, esteem, and the feelings the general public has for each company in performance, products and services, innovation, workplace, governance, leadership, and citizenship. Samsung ranked highest in five out of RI’s seven dimensions as it claimed the top score in all but product and services and governance categories.

The RI notes that Samsung’s stellar reputation before the millennial consumer is aided by its campaigns on social media, its commitment to social responsibility, creating an inclusive culture within the company, and the products that it releases to impress the younger generation. Samsung’s position has improved in the latest survey, it surged by 9.3 points over last year’s results. The company’s score improved in every dimension ranked by RI. Companies that follow Samsung on the list of most trustworthy companies include Nike, Johnson & Johnson, and Intel.