May 25, 2022 Updated 9:47 A.M. ET
BURBANK (FLV) – A new Axios and Harris Poll that gauges the reputation of the 100 most visible brands shows The Walt Disney Company took a major dip in the rankings.
Disney fell down the ladder from last year’s #37 rank in the “very good” category to now #65 in the “good” category. The specific categorical scores for The Walt Disney Company are even worse.
Disney dropped from #41 in the Ethics category to now #95; from #11 in the Vision category to now #94, and from #47 in the Culture category to now #93.
Disney faced backlash after vowing to have Florida’s Parental Rights in Education law repealed. The company was initially relatively silent on the bill until the Governor signed it into law.
“Disney’s about face shows the reputational hit that comes when the public perceives you as being calculating rather than clear in what you believe in and stand for,” said John Gerzema, CEO of The Harris Poll.
The Axios Harris Poll 100 surveyed 33,096 Americans from March 11th to April 3rd, 2022.
The Parental Rights in Education law bans discussions and teachings about gender and sexual identity in grades K-3. Left-wing activists have dubbed it “Don’t Say Gay.”
After Disney vowed to have the law repealed through its political influence, Florida Republicans swiftly put together a plan to strip Disney of its “special privileges.”
Disney’s independent special district, the Reedy Creek Improvement District, gives Disney self-governing powers. Florida lawmakers passed legislation to dissolve that special district. The district is set to dissolve June 1st, 2023.
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