Reputation Rankings Notes

The 2022 Axios Harris Poll 100 reputation rankings have been released and there are some interesting notes about them, if you know what you are seeing. I’ll focus on what most grabbed my attention instead of examining every success story and failure.

Some insight about the list, courtesy of Axios: Methodology: The Axios Harris Poll 100 is based on a survey of 33,096 Americans in a nationally representative sample conducted March 11-April 3, 2022.

The two-step process starts fresh each year by surveying the public’s top-of-mind awareness of companies that either excel or falter in society.

• These 100 “most visible companies” are then ranked by a second group of Americans across the seven key dimensions of reputation to arrive at the ranking. If a company is not on the list, it did not reach a critical level of visibility to be measured.

Working from top to bottom, here are some interesting observations, first from organizations that have experienced rocky times with their public relations yet still earned “very good” rankings, according to Axios and the Harris Poll:

Jeff Bezos and Amazon keep receiving criticism about ethical decisions and practices yet the company ranked no. 8 on the Top 100 list, up two spots from last year.

Elon Musk and Tesla have taken some hits too and the auto manufacturer’s reputation dropped four spots, yet still came in at no. 12 overall.

Chick-fil-A has dealt with public anger on social issues and despite its rabid fans, fell 24 spots to no. 28.

Google has experienced some public relations (PR) misery on different fronts but rose 29 places to no. 31 overall.

Starbucks constantly got itself into trouble over social issues yet rose 22 spots to no. 43.

Pfizer fell 37 places to no. 44.

Here’s a company that earned a “good” ranking:

Disney, often in the news, fell 28 spots to no. 65 overall.

Companies that were in the “fair” designation:

McDonalds had its share of misery with a CEO scandal and with corporate behavior deemed inequitable or racist towards black franchisees, and the ranking dropped 13 spots to no. 86.

My Pillow CEO Mike Lindell didn’t have a good year yet his company rose one spot in the rankings to no. 90.

Uber fell one position to no. 91.

For companies ranked “poor.”

Fox Corporation rose three spots to no. 96.

Facebook was up one spot to no. 97.

Twitter fell five positions to no. 98.

And finally, the only organization that had a ranking of “very poor."

The Trump Organization, coming in at no. 100.