The Walt Disney Company has been around for 100 years, and in that time, it has developed quite a reputation!
Cinderella Castle
Disney has been known for its spectacular storytelling and immersive theme parks, but not everyone has positive opinions of the company. Each year, we check the Axios Harris reputation rankings to see where Disney stands among other major businesses, and this year’s results have now arrived!
The 2024 Axios Harris reputation rankings are out, and they rank major companies based on public opinion of the brands. In the past few years, Disney has gone up and down the list, but this year, the company has climbed 10 spots.
Magic Kingdom
The Walt Disney Company ranks number 67 out of 100 for 2024! Back in 2023, Disney was at spot 77, so this is a significant improvement. However, it’s still not as high as 2022 or 2021, when Disney was ranked 65th and 37th, respectively.
EPCOT
In the past few years, The Walt Disney Company has been involved in a couple of political battles that were heavily publicized. They’ve also been having some financial difficulties, namely with their streaming business (which made some significant improvements last quarter). It’s possible that some of these issues caused Disney to fall in recent years.
©Disney | Walt Disney Company Headquarters
Each company was scored in a number of categories, and then ranked 1-100 based on its composite score. Disney scored 71.8 out of 100, with the best scores in the categories of “Trajectory” and “Products & Services,” earning it spot #67 on the list. We’ll be interested to see how they perform in the future, especially with updates coming to the parks and new films and shows coming out soon.
Disney’s Animal Kingdom
Stay tuned to DFB for more updates from The Walt Disney Company!
Click Here to See Disney’s Reputation in Another Survey!
Join the DFB Newsletter to get all the breaking news right in your inbox! Click here to Subscribe!
WE KNOW DISNEY.
YOU CAN, TOO.
Oh boy, planning a Disney trip can be quite the adventure, and we totally get it! But fear not, dear friends, we compiled EVERYTHING you need (and the things to avoid!) to plan the ULTIMATE Disney vacation.
Whether you're a rookie or a seasoned pro, our insider tips and tricks will have you exploring the parks like never before. So come along with us, and get planning your most magical vacation ever!
Our handy (and portable!) ebook guides make sure you get the best deals and can plan a vacation of a lifetime.
Disney would score much higher in these surveys if they were to drop Bob Iger’s Woke Agenda, restore attributes that made a trip to WDW so enjoyable, put entertainment and storytelling above the political messaging, and produce compelling and entertaining creative releases again. At one time, Disney ruled family entertainment. The Woke messenging ruined it. We don’t trust Disney enough to take our kids and grandchildren to a new release without pre-screening it, and we are not going to waste our money on that. When we go to WDW, it’s the classic Disney we are seeking, not the new stuff.
Curious who they asked. Certainly wasn’t me or I would have been one of those who kept it around the 77 mark. Disney isn’t doing anyone any favors!
Gigi, can you tell me what Disney ranked in 2016,2017,2018 and 2019 before EVERYTHING CHANGED IN DISNEY. Thanks Ron
Hi Ron! I don’t have that information, but you can probably do a Google search for the Axios Harris Reputation Rankings.
Randy, can you be more SPECIFIC when you say that Disney is too woke. What exactly does that mean. Can you give me examples of what woke means? Thanks, Ron
Hi Ron. Being too Woke means Disney has placed Diversity, Equity and Inclusion above good storytelling and entertaining. A few examples, destroying Splash Mountain, the most popular attraction at MK, to make a new attraction for Tiana, because Iger believed Splash was inherently racist. Nothing against Tiana. The Princess and the Frog was a very good adaption of a classic fairy tale. Why not creat a new, creative and unique attraction for Tiana, more closely aligned with the movie? There was nothing racist about Song of the South. It was time-period authentic, post Civil War. The main character, Uncle Remus, was the hero of this movie. He was wise and protective of the children in the story. And knew how to help and encourage those who were troubled. Iger was pandering with this move. Lowering of Castmember standards for those in a customer facing role is another example. [Redacted] Not all Diversity needs to be inauthentic and gratituutous. A few examples with different characters and culture were appropriately shown in ways germaine to the story – Moana, Coco, and Encanto. Even the small part about Emily Blunt’s brother in the Jungle Cruise was germaine to the story. It explained the brother’s loyalty to the Emily Blunt character. A+ for Dwayne Johnson’s response to the brother telling that story. Bottom line, make it authentic and germaine, not gratituutous and pandering, and more importantly, make it proportional. Don’t do it as a way to indoctrinate our kids.
Randy, well said!
Hi Randy. I don’t know if Disney does things purposely to indoctrinate our kids, however I appreciate the examples that you shared. They do make sense to me. Thanks Randy. Ron K