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Just 12% of Americans think companies should be operating in Russia as normal, while nearly one third (31%) say multinational firms should never do business in Russia again, according to new data from the annual Axios Harris Poll 100.

The big picture: The vast majority of Americans think companies should place some limitations on their operations in countries with authoritarian regimes, according to the poll.

The Axios Harris Poll 100 is an annual survey to gauge the reputations of the most visible brands in the country.

Russia's war with Ukraine is forcing companies that would rather operate apolitically to take a stand.

The remaining respondents mostly think companies should resume operations once Russia withdraws from Ukraine (27%) or only if there's a change in government in Moscow (30%).

Major global brands like Disney, Ikea and Starbucks have suspended operations in Russia, while McDonalds is selling its restaurants and withdrawing entirely. Still, many others are hedging or staying put.

Zoom out: In general, 82% of Americans agree that “companies should place limits on their business targets in countries with authoritarian governments in order to be able to divest more rapidly and limit impact on their overall financial performance.”

Meanwhile, 79% agree companies should set certain red lines before engaging in joint ventures or investments in authoritarian states.

Just under half (45%) of Americans would have a worse opinion of a company if they knew the company was sourcing supplies and materials from authoritarian countries — though Gen Z (35%) and Millennial (28%) respondents were significantly less likely to hold that opinion than older generations.

The findings were largely bipartisan, though Democrats tend to look less favorably on companies operating in authoritarian countries.

Between the lines: While nearly all Americans (88%) say there are circumstances in which companies should speak out against governments overseas, they're more divided over which specific circumstances.

65% say companies should speak out when the government poses a threat to the company's local employees, while 43% say they should do so when the government violates the company's values. 

Three-quarters (74%) of Americans agree that "companies must largely accept that authoritarian countries present unforeseen and uncontrollable risks that are part of doing business.”

What's next: To operate in countries that oppress free speech and the rights of women and minorities, 55% of Americans expect a trend toward more companies taking "pre-emptive action to define rules and red lines that cannot cross their values and codes of conduct.”

The remaining 45% think companies will prioritize maximizing their profits without setting policies that restrain trade or investment.

Friendly corporate brands poisoned by politics

Authoritarianism is risky business

Just 12% of Americans think companies should be operating in Russia as normal.

Illustration of a briefcase wearing epaulettes.

Axios-Harris Poll 100

Russia

Just 12% of Americans think companies should be operating in Russia as normal, while nearly one third (31%) say multinational firms should never do business in Russia again, according to new data from the annual <a class="gtmContentClick" data-vars-link-text="Axios Harris Poll 100" data-vars-click-url="https://www.axios.com/2022/05/24/2022-axios-harris-poll-100-rankings" data-vars-content-id="0f54a8b4-b820-41d6-bdeb-a5b025e58269" data-vars-headline="Authoritarianism is risky business" data-vars-event-category="story" data-vars-sub-category="story" data-vars-item="in_content_link" href="https://www.axios.com/2022/05/24/2022-axios-harris-poll-100-rankings" target="_self">Axios Harris Poll 100</a>.The big picture: The vast majority of Americans think companies should place some limitations on their operations in countries with authoritarian regimes, according to the poll.

China is becoming the most formidable rival America has faced, and the risk of confrontation with Russia, North Korea or Iran still looms. Authoritarians are rising, the chaotic Afghanistan exit revealed the limits of U.S. power, and the pandemic, climate change and other critical challenges continue to pose grave threats.

World

After a record economic expansion, the coronavirus pandemic sent the U.S. economy into a recession as unemployment soared to staggering heights. The country now faces urgent questions about how much stimulus is needed for reeling consumers and businesses, and what a recovery might look like.

Economy & Business

Data: The Harris Poll; Chart: Kavya Beheraj/Axios

New data shows sentiment among consumers about certain companies can vary drastically depending on their political affiliation, but there are some brands that are able to cut through the partisan divide, according to this year's Axios Harris Poll 100.

Why it matters: Grocery brands like Trader Joe's, Wegmans and H-E-B are some of the most reputable companies in America across the political spectrum, in large part because they have focused on serving local communities and have avoided taking very public political positions. 

Details: Auto companies also poll well across the board, Axios' Joann Muller reports.

The return to work and travel while COVID cases are still surging has made driving a more reliable option than public transportation for many.

Tech companies that focus on producing hardware, like IBM, Dell and Apple, also rank highly among both parties, while social media firms are largely distrusted by both. 

Between the lines: Republicans favor some brands that espouse conservative values or whose leaders are explicitly Republican or pro-Trump. 

Firms like Chick-fil-A and Hobby Lobby rank in the top five most reputable companies among Republicans, while companies like My Pillow and Home Depot rank in the top 10. 

Democrats used to be more likely than Republicans to favor "green companies," but this year's data shows that green companies, including Patagonia and auto companies that are investing in electric vehicles, are ranked highly across the aisle.

What to watch: Often, the party identification of a company's leader can dramatically sway its perception. 

Last year, Tesla ranked in the top 10 most reputable companies for Democrats. This year, it has fallen to 47th out of 100 among Democrats but ranks 4th among Republicans. 

Tesla CEO Elon Musk recently said he would vote Republican after aligning with conservatives on free speech issues around Big Tech for months.  

Go deeper: A divided nation flocks to partisan brands

The brands that transcend politics

Grocery brands, auto companies and tech companies do well across the board, according to the latest Axios Harris Poll 100.

New data shows sentiment among consumers about certain companies can vary drastically depending on their political affiliation, but there are some brands that are able to cut through the partisan divide, according to this year&#x27;s <a class="gtmContentClick" data-vars-link-text="Axios Harris Poll 100" data-vars-click-url="https://www.axios.com/2022/05/24/2022-axios-harris-poll-100-rankings" data-vars-item="in_content_link" href="https://www.axios.com/2022/05/24/2022-axios-harris-poll-100-rankings" target="_self">Axios Harris Poll 100</a>.Why it matters: Grocery brands like Trader Joe&#x27;s, Wegmans and H-E-B are some of <a class="gtmContentClick" data-vars-link-text="the most reputable companies" data-vars-click-url="https://www.axios.com/2022/05/25/grocery-brands-surge-in-popularity?utm_source=linkedin&amp;utm_medium=social&amp;utm_campaign=editorial&amp;utm_content=economy-business-grocerybrands" data-vars-item="in_content_link" href="https://www.axios.com/2022/05/25/grocery-brands-surge-in-popularity?utm_source=linkedin&amp;utm_medium=social&amp;utm_campaign=editorial&amp;utm_content=economy-business-grocerybrands" target="_self">the most reputable companies</a> in America across the political spectrum, in large part because they have focused on serving local communities and have avoided taking very public political positions.

President Biden has made the COVID-19 crisis and a post-Trump return to national unity and traditional democratic ideals his top priorities. From vaccinations to stimulus to schools, Biden is seeking bipartisan compromise while showing a willingness to use executive authority and bare Democratic majorities in the U.S. House and Senate to implement his policies. Republican leaders are navigating deep party divisions over if and how to move beyond former President Trump.

Politics & Policy

In the aftermath of the Uvalde, Texas shooting that killed 19 children and two adults, elementary school-aged survivors are appearing on local and national television to tell their stories. 

Why it matters: Although these children are younger, their media presence in the wake of this week's devastating tragedy is reminiscent of the Parkland shooting survivors, who went on to lead the nation through weeks of grief.

The young Uvalde children are not making calls to action on gun control, unlike the teenage Parkland students, but they are forced to bear witness to what they saw in their classrooms. 

"I have the fear of guns now because I'm scared someone might shoot me," 8-year-old Edward Timothy, a second-grade survivor, told CNN. He added that his school has been holding drills on what to do if there's a school shooting since kindergarten.

Another survivor, 11-year-old Miah Cerrillo, who witnessed some of the victims getting shot, told the outlet that she dipped her hands in the blood of a classmate who had been killed and smeared it on herself to play dead.

Miah and her classmates were watching "Lilo & Stitch" when her teachers got word of the shooter. 

"I know it might happen again, probably," 10-year-old Jayden Perez told CNN, remarking he was friends with "basically all" of those who died.

What they're saying: "It's messed up that these kids have to go on CNN, or MSNBC, or whatever it is, and talk about death," said Jaclyn Corin, a survivor of the Parkland school shooting and co-founder of March For Our Lives, a student-led organization that advocates for gun control laws.

Corin said that sharing her experience as a survivor "led to a lot of people feeling like it was okay to ask me intrusive questions down the line."

"I do think children telling their stories is incredibly impactful," she added, but "I hope that they're not taken advantage of moving forward because they are so young."

"It should not be our responsibility to speak out," Corin told Axios, adding how, after she survived the Parkland shooting at 17 years old, some elected officials and other adults would ask her what they should be doing. "It's quite ridiculous, but that's the expectation."

The big picture: Cable news outlets were created by adults for adults, which makes it jarring to see young children making regular appearances as the days following the shooting unfold.

Between the lines: Some parents and guardians are struggling to speak with their children about the Texas shooting. Uvalde survivors’ appearances across major television networks show how hard it may be for them to avoid the conversation.

 "All of it can be a trigger. It's important to focus on your own kids' sensitivities when sharing details, including any visuals of the actual kids," said Jill Murphy, editor in chief of children's media advocacy group, Common Sense Media. "We hope the intention of sharing these images isn't sensational, but to impact viewers to take action."

Go deeper: Remembering the victims of the Texas school shooting

"It might happen again": Uvalde's kid survivors tell their stories

"It's messed up that these kids have to go on CNN, or MSNBC, or whatever it is, and talk about death."

Picture of children visiting a memorial for the victims of the Uvalde shooting

Mourners visit a memorial for the vitcims of Tuesday's mass shooting at an elementary school in Uvalde, Texas on May 26, 2022. Photo: Michael M. Santiago/Getty Images

Guns

Axios Closer

Big box retailers like Walmart, Target and Best Buy saw major reputational gains last year as COVID lockdowns receded, according to new rankings from the annual Axios/Harris 100 poll.

Why it matters: Consumer frustration around supply chain issues and inflation has fallen on delivery and e-commerce companies, whereas retailers are seen as trustworthy brands.

Details: Home Depot saw one of the biggest jumps in reputation ranking among the top 100 companies, moving up 27 spots from 45 to 18, and 32 spots on trust alone, from 42 to 10.

Reputation rankings for Walmart and Target both improved as well, up 6 and 9 spots, respectively.

Best Buy saw its reputation rank drop by 3 spots, but trust ranking improve by 18.

The intrigue: Big Lots made the list this year after not making it last year. (The list of 100 companies is determined by brand recognition.)

Costco was also an outlier this year among retailers as its reputation fell 17 spots, with all seven of its underlying rankings (such as trust and culture) also falling.

The big picture: While retailers struggled from some of the same supply chain and employment issues that ecommerce and delivery giants faced, data shows that consumer frustration has been taken out on the tech giants instead.

Amazon saw a huge drop from last year in terms of its product and services ranking, dropping 5 positions from 9 to 14 this year. 

Grubhub, Doordash, Uber, Spirit and Wish were also all poor performers compared to the last two years.

See full list: The 2022 Axios Harris Poll 100 reputation rankings

Methodology: The Axios Harris Poll 100 is based on a survey of 33,096 Americans in a nationally representative sample conducted March 11-April 3, 2022. 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.

These 100 “most visible companies” are then ranked by a second group of Americans across the seven key dimensions of reputation to arrive at the ranking. If a company is not on the list, it did not reach a critical level of visibility to be measured.

Axios Harris Poll 100: Retailer reputations rise

Big box retailers saw major reputational gains last year as COVID lockdowns receded, according to new rankings from the annual Axios/Harris 100 poll.

Big box retailers like Walmart, Target and Best Buy saw major reputational gains last year as COVID lockdowns receded, according to new rankings from the <a class="gtmContentClick" data-vars-link-text="annual Axios/Harris 100 poll" data-vars-click-url="https://www.axios.com/2022/05/24/2022-axios-harris-poll-100-rankings" data-vars-item="in_content_link" href="https://www.axios.com/2022/05/24/2022-axios-harris-poll-100-rankings" target="_self">annual Axios/Harris 100 poll</a>.Why it matters: Consumer frustration around supply chain issues and inflation has fallen on delivery and e-commerce companies, whereas retailers are seen as trustworthy brands.

Axios Markets

Grocery brands like Trader Joe's, Wegmans and H-E-B are some of the most reputable companies in America, transcending generational and political divides, according to this year's Axios Harris Poll 100.

Why it matters: At a time when politics divides opinion nationally on many big brands, grocery brands have been able to maintain loyalty and trust across demographics by maintaining a steady presence in their communities. 

Details: For the first time in the poll’s six-year history, three grocery brands —Trader Joe’s, H-E-B and Wegmans — landed in the poll’s top 10. 

Survey respondents noted that these brands have especially high commitment to “citizenship," meaning they share community values. Grocery brands also were the most consistently high performers compared to other sectors. 

Other grocers, like Kroger, Publix and Costco, also ranked in the top 20 most reputable companies. 

Between the lines: Grocery stores rank highly amongst Democrats and Republicans, despite some brands having more of a political affiliation among consumers. 

Trader Joe’s ranks in the top 10 companies among Democrats and Republicans alike. H-E-B, despite its roots in Texas and the Southeast U.S., ranks second to Trader Joe's across the board. 

Wegmans and Trader Joe's have long maintained a cult-like status among shoppers devoted to their stores. Both chains have expanded in recent years.  

Zoom out: Not so long ago, it was mostly women who did the grocery shopping in American households. Now everyone goes to the market. 

92% of U.S. adults are responsible for at least some of their household's grocery shopping, according to a report out Tuesday from FMI, the food industry association. 

That means these brands are firmly rooted in people's every day lives — even throughout the pandemic, which changed so many Americans' habits.

"Food has come to be appreciated as a requirement and a respite," the report says.

Grocery brands surge in popularity

Trader Joe's, Wegmans and H-E-B topped the rankings in the latest Axios Harris Poll 100.

Grocery brands like Trader Joe&#x27;s, Wegmans and H-E-B are some of the most reputable companies in America, transcending generational and political divides, according to this year&#x27;s <a class="gtmContentClick" data-vars-link-text="Axios Harris Poll 100" data-vars-click-url="https://www.axios.com/2022/05/24/2022-axios-harris-poll-100-rankings" data-vars-item="in_content_link" href="https://www.axios.com/2022/05/24/2022-axios-harris-poll-100-rankings" target="_self">Axios Harris Poll 100</a>.Why it matters: At a time when politics <a class="gtmContentClick" data-vars-link-text="divides opinion" data-vars-click-url="https://www.axios.com/2022/05/24/axios-harris-poll-100-corporate-brands-politics?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=newsletter_axiosam&amp;stream=top" data-vars-item="in_content_link" href="https://www.axios.com/2022/05/24/axios-harris-poll-100-corporate-brands-politics?utm_source=newsletter&amp;utm_medium=email&amp;utm_campaign=newsletter_axiosam&amp;stream=top" target="_self">divides opinion</a> nationally on many big brands, grocery brands have been able to maintain loyalty and trust across demographics by maintaining a steady presence in their communities.

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Stories

"It might happen again": Uvalde's kid survivors tell their stories

The brands that transcend politics

Axios Harris Poll 100: Retailer reputations rise

Authoritarianism is risky business

Grocery brands surge in popularity