In 2009, Fortune magazine named Union Pacific the railroad industry's "Most Admired" company.[1] Among all railroads, UNP ranked first in all nine "key attributes of reputation:" innovation, people management, use of corporate assets, social responsibility, quality of management, financial soundness, long-term investment, and global competitiveness.[1] Union Pacific's strong reputation and good relations with its customers will be a real asset during 2009 amidst the pressures of the worsening economy.