The Axios/Harris 100 poll results are out. The annual survey measures the reputation of the most visible brands. The resulting list places them in order of their positive to negative public opinion.
Here is how they describe their methodology:
Methodology: The Axios Harris Poll 100 is based on a survey of 42,935 Americans in a nationally representative sample conducted April 8-21, 2021. 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.
I have reviewed the entire list both from a general point of view and from the outlook of someone in the toy industry. First, an overview:
The 10 Brands Receiving the Most Positive Responses
1.Patagonia
2. Honda
3. Moderna
4. Chic-fil-A
5. SpaceX
6. Chewy
7. Pfizer
8. Tesla Motors
9. Costco
10. Amazon
The 10 Brands Receiving the Most Negative Responses
90. Uber
91. My Pillow
92. Comcast
93. Twitter
94. TikTok
95. Wells Fargo
96. Sears
97. Wish.com
98. Facebook
99. Fox Corporation
100. The Trump Organization
From a Toy Industry Perspective
9. Costco
10. Amazon
41. Target
48. Best Buy
51. EA
53. Hobby Lobby
55. Kohls
71. Dollar General
74. Dollar Tree
82. GameStop
83. Walmart
89. JC Penney
96. Sears
97. Wish.com
The most obvious observation is that no toy company made the list. In fact, very few consumer products companies of any kind were included.
I was, however, struck by the large number of retailers that made the list. The results for the retail industry were, however, were disappointing, with ten of the fourteen companies listed in the bottom half.
Costco, however, has a solid reputation. On the other hand, Walmart ranked a dismal 83rd, only thirteen above virtually out-of-business Sears and below both Dollar General and Dollar Tree. Perhaps they and JC Penney need to study what Costco is doing.
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