Disney has been facing a number of challenges in recent months and it’s not going unnoticed by the general public.
©Disney
From the departure of its previous CEO (and the return of Bob Iger) to losses in the streaming world and an ongoing battle with Florida Governor Ron DeSantis, it seems the battles never end. And now we’re getting a better idea of just how some of those battles may be impacting Disney’s reputation.
Back in 2022, an Axios Harris Poll revealed that Disney’s reputation was falling fast. In fact, that year Disney dropped 28 spots compared to its position last year and was one of the fastest droppers for 2022. In May of 2023, we shared how another study listed Disney as the 9th best global brand of 2022 — having been beaten out by Amazon, Google, and others.
So what’s happening now? Well, it’s not looking all that great for Disney.
Disney World
Axios has released its 2023 Axios Harris Poll 100 reputation rankings and Disney has NOT improved compared to last year. For context, the 2023 rankings are based on a survey of over 16,000 Americans from a “nationally representative sample” obtained from March 13th-28th.
Americans are asked which 2 companies “stand out as having the best reputation today and which two have the worst. All nominations are compiled into an aggregate list to determine the ‘most visible’ companies.” The Respondents rate the 100 most visible companies on a few different dimensions of reputation, and then that’s used to calculate the reputational score.
Disney World
Then, another set of respondents answer questions about topics related to brands and politics (that survey was conducted online in May with a sample of just over 2,000 adults). Okay, enough about the technicalities let’s get to the results.
In 2022, Disney ranked 65th on the Axios Harris reputation list. In 2023, Disney has DROPPED to spot number 77. In 2022 they had a drop of 28 spots, this year it was a drop of 12 spots — so that is at least a less intense drop, but a drop nonetheless. Disney finds itself below brands like Taco Bell and Uber but above Walmart and Bank of America.
©Axios Harris Poll
All the way at the top of the reputation list are Patagonia, Costco, John Deere, and Trader Joe’s. At the bottom are Twitter, Fox Corporation, FTX, and (in last place) The Trump Organization.
According to an Axios breakdown of the results, “The Walt Disney Company took a big hit” this year “after tangling with Florida Gov. Ron DeSantis over students’ LGBTQ+ rights.” You can see in the chart below just how much Disney has risen and fallen since 2014.
©Axios Harris Poll
According to Axios, not only has Disney fallen in terms of reputation ranking, but Disney was also ranked the 5th “most polarizing brand of 100” in the survey “measured by the gap between the assessments of Republican and Democratic respondents.”
Among Democrats, Disney’s reputational score actually improved a few points (Democrats actually reported feeling MORE positive about Disney this year), but the score “plunged” with Republicans. The average gap in scores between Democrats and Republicans this year in the survey was 4.4 — Disney’s gap was 19.3. Axios pointed out that Disney’s reputational score has been declining since 2017 but that had been bipartisan…until this year.
EPCOT
Around 35% of Republicans (and 19% of Democrats) said Disney has become “less authentic and more divisive.” While 63% of Democrats (and only 46% of Republicans) described Disney as “family-oriented.”
Disney has actually “lost momentum across each of nine attributes measured in the Axios Haris 100 poll.” Its biggest declines were in citizenship (where people share if the company shares their values or supports good causes) and perceptions of future growth.
Pandora
In terms of Disney’s scores across the dimensions Axios asks about, it scored the highest on products & services, trajectory, vision, and growth. It scored the lowest on citizenship, character, and ethics.
©Axios Harris Poll
Harris Poll CEO John Gerzema shared, “When you divide audiences, you’re ultimately going to be subtracting customers for your business.” One big issue may have been Disney’s change in handling the Parental Rights in Education issue in Florida. While then-CEO Bob Chapek initially refused to issue a statement on the matter, he later changed his mind and did issue a statement against the bill.
Gerzema shared that, unlike other brands that have already identified with specific policy views, Disney “didn’t have a track record for speaking out on this issue,” and then came to the issue “late” and changed its mind.
EPCOT
Ultimately, the most politically polarizing companies this year were the Trump Organization, Fox Corporation, Hobby Lobby, FTX, Disney, Pfizer, Facebook, TikTok, Twitter, and Chick-fil-A.
Only time will tell whether the changes being made by current CEO Bob Iger will set Disney on a path to improve its reputational ranking in the future. But, considering that the Company’s reputation has been dropping since 2017 (a time at which Iger was already CEO and Disney was not caught in the middle of its current battle with DeSantis), improving Disney’s reputational ranking might be tougher than some might think.
Haunted Mansion in Disney World
For more on the current battle between Disney and DeSantis, click here. And stay tuned for more news.
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Disney is claiming victimhood when they brought it on themselves. Parents do not want sex education pushed on their kids. The misread their customer base and destroyed themselves by biting the hand that feeds them.
Play stupid political games…..
Agree with beautiful gorgeous. The other theme parks aren’t suffering because they knew to stay out of the political arena.
Doing the right thing is not always popular (remember the Civil Rights movement?). All citizens deserve to be seen and respected. Kudos to Disney for recognizing that.
This survey looks biased. Fox at the bottom? How about CNN? where ate they on the list
As a lifelong Disney fan, it’s been heartwarming to see how its stories have consistently brought people from all walks of life together. However, Disney’s recent shift toward including more LGBTQ+ themes in children’s content and promoting Pride merchandise may not sit well with everyone. My family and I are part of Disney’s global audience, an audience that’s incredibly diverse in culture and religion, with different views on complex subjects like sexuality and gender identity.
Seeing Disney’s drop in reputation rankings, it’s clear I’m not alone in my discomfort. Many fans feel that Disney’s increased involvement in sociopolitical debates has distanced it from its timeless appeal. As for my family and I, we’ve made the decision to hold off on visiting Disney parks or purchasing its products until there’s a change. We hope Disney will return to crafting stories that unite us, focusing less on potential divisiveness and more on the universal values that made us fall in love with the brand in the first place.
I believe the sheer amount of people in the parks, the understaffed areas and stock being lacking for years (things need to come back online, and the understocked and sad now Japan pavilion shop is a great example of what needs help… China too, in Epcot). I realize that supply chain was an issue for several years, but it’s time to make some better choices on what is available to purchase, how you treat the people coming to your parks/restaurants/hotels, and the taking away of “magic” on every level while jacking up the prices all around. If you have something worth the money, I will pay… and if you have terrible items, terrible service, and terrible attitudes, I will just take my resort money elsewhere. We dropped our passholder status, and I wonder if it will ever be worth it again. I love Disney parks… I hope they bounce back, and I hope it’s soon.
Disney have bought this on themselves. I have loved all my 8 trips to WDW. Each time we have got back within weeks we are planning our next trip back in 2 years time. It takes that long to save up. A WDW trip from the UK is never cheap. This time we got back and i can see no rush to go back, possibly ever.
No one really wants Disney to tell them that they are woke and LGBTQAI+ friendly. It is fine for them to be inclusive, but be inclusive and do not tell us. We are happier pretending the rainbows are just colourful or the kiss is just a kiss.
If Disney need any help getting back to where they were they only need to ask for our input. Our whole family would be happy to help.
Kids don’t get sex education until grade 7. The far right just don’t want any discussion in school about sexual orientation or same sex parents etc. They think that not talking about it will prevent kids from “becoming “gay/trans. As if it’s a choice to be gay or to be straight. You’re born that way. Ridiculous! Disney supports diversity and inclusion. They always have
COMPLETELY agree with the afore comment!! Disney, like so many other companies, is more interested in the ESG score than their customers!!
A company that was once the benchmark for family friendly entertainment and tourism has taken a drastic turn from what Walt Disney himself originally intended. When you watch the Imagineering story on Disney plus and hear the audio clips of Walt himself you realize how far away they are as a company from his vision. A real shame but hopefully a new more neutral approach will emerge in all aspects of the company
Disney has lost its way ever since Bob Iger took over around 2004. The is a clear delineation between the Michael Eisner Imagineers and the Bob Iger vision. The Disney of years gone by just have not been on the same par as Test Track the Factory, Tree of Life and A Bugs Life, Splash Mountain and on vs. the current array of dark rides like Tron, Galaxy, and What else. Epcot was World renowned and what does Iger do, tear it apart for what a poor example of Test Track, a re-characterd Norway and a mouse under your feet. They do not have the same Disney Imagination over at Imagineering that they used to and it shows.
As someone who identifies as trans, I’ve got mixed feelings about Disney’s recent moves. See, we in the LGBTQ+ community are a pretty diverse group. We’re not all the same and it’s a bit worrying to see all of us kind of squashed into one box. It’s like they’re painting us all with the same brush and that doesn’t feel right.
Plus, I’ve got concerns about the kiddos. Disney’s always been about family-friendly entertainment, right? So, I feel uneasy when things like sexuality and gender identity, which can be complex, are introduced in shows for young kids. I believe there’s a time and place for these discussions, and parents should get to decide when their kids are ready for it. Until then, let’s keep Disney a place for simple, wholesome fun for every kid out there.
I’ve got a bone to pick with Disney’s decision to revamp Splash Mountain. That ride, controversies and all, was a bit of African-American folklore right in the middle of the park. The stories of Br’er Rabbit, Br’er Fox, and Br’er Bear took me back to the stories my mom would read to me before bed. Seeing it wiped out like that – it hurt.
Then came the news of Princess Tiana taking over. Now, I’m all for giving Tiana her spotlight. She’s our first black Disney Princess, hardworking, ambitious, and an inspiration to many of us in the black community. But it felt off, you know? Like she’s been squeezed into someone else’s shoes. Tiana deserved her own stage, not just a reheated leftover.
And let’s be real, New Orleans, with its vibrant culture and Tiana’s unique story, could’ve made for an incredible, brand-new attraction. Instead, we got a quick patch-up job that leaves a sour taste. It’s frustrating, to say the least.
Now, looking at the poll, it ain’t surprising to see Disney’s reputation has been slipping. It feels like they’re missing the mark, and folks are noticing. Change is good, but it’s gotta be done right, especially when you’re dealing with beloved classics and cherished characters. You can’t just toss a blanket solution over everything and call it a day. So, Disney, it’s high time to get your act together. We all want to keep believing in that magic, but you’ve got to make it right.
The law in Florida that started this was an unneeded law. No one with any common sense would even approach the subject with a K-3. But it did do what was intended. It got a “foot in the door” of controlling education in general. Look at the slew of other education related policies, that go against the norm since then.
It was a law that didn’t need to be written for it’s stated purpose. Common sense is, and will always be the best “lawmaker”. That by nature leaves DeSantis out of that discussion.
Another point as far as the poll, for sure it falls into the “depends on who you ask, and how you ask them” category.
Moderators . . .
Please fix the double “law” and the misspelled law fom “kaw” in the first sentence if previous post is approved.
Fat fingers, small phone buttons, and commenting too early in the morning.
Thank You.
@Dennis S. Done! Haha
I guess my confusion has been when had Disney outright taken a political stance? They decided to support their LGBTQ+ employees and speak out against Desantis’s public school decision, which if anyone actually read is pretty toothless in what it wants schools to do.
In my opinion, Disney’s approval drop is due to not producing great stuff (movies, tv, etc) and people in the media seeing a chance to pounce and make money off this. Do you really think having a gay couple in Lightyear is why that movie underperformed? Or did it do poorly because it wasn’t very good? What about Strange World? Did it bomb from having a gay character or because it wasn’t good?
People need to think critically, both parties are using this to score political points.
D—
I think all of your points have validity, plus a few additional things, such as Disney+ programming for toddlers that promotes LGBTQIA+ and CRT. For the movies, they had very poor marketing in addition to the unnecessary political agenda bits, and ditching Tim Allen in Lightyear was another brick on that pile.
As to Florida, Disney spouted off because a few cast members whined about a bill they hadn’t read, a bill that forbids discussing ANY sexual issues with 5-8 year olds. Why is that controversial? The bigger question is what happened in schools that made this necessary and why on earth does Disney think that’s appropriate?
I have to agree with many of the comments already left. Our family always went to Disney and always stayed at the Polynesian Resort. As grandparents, we started that tradition with our granddaughter. I am so disappointed Disney decided to get involved in the political and woke agenda. They would have been better off – they have brought this on themselves for trying to bow down to the few. For now, we will no longer spend one more cent buying any of their merchandise, visiting their park or watching any Disney produced show. They should have focused on providing good family entertainment and fun like they use too. Our family will spend our dollars elsewhere. Disney – get out of the political arena and get back to family basics!
It’s important that Disney understand that there is no winning with the segment of those that do not or no longer support them. There is nothing they can do to “regain” those that now oppose them and trying to do so is a complete waste of time and energy. They simply need to concentrate on their core supporters and move on.
That being said, the area they do need to concentrate on is their pricing and services. They have worked hard at creating a very negative “Pay more, get less” reputation and they need to reverse that perception. Disney’s reputation wasn’t built overnight and it won’t be corrected overnight but the wake up call, based on current conditions, is firmly in play and I hope they can correct quickly. They created this mess with poor pricing decisions but they can also correct it if they have the will.
Disney has dug themselves a big hole. It is going to take a long time to recover from all the missteps and return to Walt Disney’s vision.
I am not interested in my theme parks, stores, etc. telling me how I must believe, When I go to the store, I want to just buy what I need. I don’t care what their political stance is. Same with my theme parks. So, tired of having this stuff shoved down my throat. It’s so divisive.
Politics should remain in the political arena, not in resorts or stores. Remove the politics and everywhere becomes for everyone.
Disney’s failures have nothing to do with LGBTQ or the Florida Law. Its the fact that Disney is focusing on these political issues instead of focusing on what Walt created – Family Fun Parks filled with imagination! As Tamara mentioned “Splash Mountain” was a fantastic ride enjoyed by all. Princess Tiana deserved her own ride in a different section. Especially for little ones. How many little ones under the age of 5 will miss out on a Tiana ride because of the “splash” fall? There will be resentment by many for years, because of Disney’s goal to rid anything that could offend some groups. Meanwhile, Disney has no problem bringing in gay characters into their movies, regardless of the families that may be offended. Worst of all the Disney Corp of today doesn’t care about their guests with the many new programs. This Genie+ is a difficult, stressful program and in some cases causes parents to spend more time on their phone then enjoying the park with their family. Less characters in the parks, more rides breaking down, some areas still not open since COVID, rope drop for hotel guests only 30 minutes, destroying buildings (Polynesian Luau & Fort Wilderness) to build more DVC resorts – all build up the crowds without adding substantial entertainment to the parks.
I don’t hold much weight for these survey’s. I have never taken one. So why should we put much faith in them if they are being sent to a select few. What if the few are specifics that don’t like Disney to begin with? It is a total depends on who you ask, and how you ask them.
Its interesting do not see NBCUniversal nor SeaWorld Entertainment listed anywhere in the top 100 – Disney is there. Recently they are starting to start another boycott of Chick-Fil-A who is a publicly traded company because of their DEI (Diversity, Equity and Inclusion) stand as well as Target because of the new Anti-Woke crusade – this is getting stupid. Let people be who they want to be and stop passing laws to make them outlaws.
Perhaps dissatisfaction with Disney is about the Disney experience more than about politics. I am a long time Disney World fan, going there yearly. The last several years has seen huge price increases in resort reservations and park admissions. They have taken away the Magical Express transportation from the airport. They have taken away the FastPass and now you have to pay daily for Lightning Lanes which forces you to get up early and be on your phone all day. This is not political for me. It’s Disney making the park experience too expensive and complicated.
So many thoughtful comments. I am so saddened by the changes we have been seeing . We are AP and have been going 2-3 times annually for a 29 years – so many family and core memories. Now that I finally have grandbabies I can’t take them. Disney should have stayed out of the political arena- they once were THE premier family entertainment company. Now they are pushing an agenda.I agree with Jon, we will be staying away and cancelling our reservations for August and December resort stays. Hopefully things will change and they will go back to what they were- an escape from and the outside world.
Just like any political poll — this poll is just one small snapshot in time on a particular day….so I pay NO attention to polls. I applaud Disney for taking a stand for their employees. As a retired teacher of many years — schools don’t ‘teach sex education’ at the elementary level. (except in 4/5 grade they do teach girls about periods etc but parents sign a permission note to ‘watch the film’ so they can choose to opt out of it…that’s what bugs me about the school board/parents thing…parents have ALWAYS had the choice and chance to come in and ask questions about curriculum, books, lessons, etc…all they have to do is go talk to the teacher/school..Most of those at schoolboards spreading the propaganda of grooming, children etc….is just that – propaganda.
Disney has strayed from what was Walts dream of Disney was intended to be and what it has become. Thankfully we had a time share there several years ago and went back every year for about 20 years when Disney was a fun family place to visit. Sold my timeshare a few years ago and am not sorry. Disappointed how Walt’s dream has turned into what it has become
Having worked conducting surveys a few years ago, I learned a few things….results depend on who is asked, how many are asked and who is paying for the survey. The biggest thing I learned is to take any of them with a grain of salt.
Hope all you Disney haters stay home. It will make a better experience if there weren’t so many people. Of course, you are all blow hards who have no idea what “woke” even means. Disney will be here long after DeSantis is gone to the great MAGA cloud in the sky. Hope that’s sooner rather than later.
MB, let me guess! You don’t like DeSantis. 😝 That’s ok. A LOT of us do!!!