Axios Harris Poll 100 shows shift toward politically neutral brands
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Americans' favorite brands this year are perceived as more politically neutral and associated with wellness and optimism, according to the new Axios Harris Poll 100 rankings.
Why it matters: It's a shift from the pandemic and post-pandemic era when highly regarded companies were often ones with clear corporate values, even if they were politically polarizing.
What they're saying: "To be in the center is actually really hot and really appealing," said John Gerzema, CEO of The Harris Poll.
- "With all of the economic concerns, concerns of AI, that weight Americans are carrying, gray is the new black. This basket of companies are a counterweight to all of America's anxiety."
- The average polarization score — the gap between how Republicans and Democrats view a brand's reputation — dropped to 2.3 points among the 10 highest-rated companies in this year's survey, down from 2.55 a year ago.
Zoom in: Ranked No. 1 overall this year, Chewy's reputation goes beyond selling pet supplies, extending to emotional connection and support.
- Eli Lilly (No. 13) is now more associated with GLP-1 weight loss drugs like Mounjaro and Zepbound than COVID treatments.
- Athletic Brewing (No. 8) embraces non-alcoholic beer, while Alo Yoga (No. 7) has built a brand around wellness wear and fitness convenings.
- "They're either offering value, allyship, 'times are tough, we're going to give you a good price,' bringing you together, helping you change your life in some small way," Gerzema said. "There's so much optimism in so many of these companies."
Top rated companies by party
The intrigue: Chewy and Samsung made the top 10 for both Democrats and Republicans this year.
- Last year, only one company (Arizona Beverage company) landed on both lists.
- Patagonia, Trader Joe's, Samsung and Nike all made repeat top billing appearances among Democrats, while SpaceX, Nvidia, Amazon and Lowe's did so among Republicans.
- Overall, this year's rankings also show Democrats have become more skeptical of AI and tech, compared with Republicans.
Go deeper: See the complete Axios Harris Poll 100 reputation rankings and methodology
