Home Depot, UPS see jump in reputation rankings
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Atlanta-based Home Depot and UPS saw major gains in this year's Axios Harris Poll examining the reputation of the most visible brands in America.
What they found: UPS jumped 14 points between 2024 and 2025, making it no. 8 on the list and the highest-ranking company based in metro Atlanta.
- Home Depot rocketed up 24 points, earning it the second-place spot among metro Atlanta brands.
How it works: Axios and Harris Poll have partnered since 2019 to rank the reputations of companies most on the minds of Americans using a three-part framework.
Zoom in: Coca-Cola and Delta Air Lines showed modest gains, and Chick-fil-A saw its score drop 5 points — the steepest decline of hometown companies.
In the weeds: UPS earned its highest-ever mark for character, integrity, trust and ethics.
- In April, the shipping giant announced plans to cut 20,000 jobs, or roughly 4% of its workforce, and close dozens buildings to offset a planned drop in Amazon packages and murky macroeconomic conditions.
In the clouds: Delta ranked 48th — the top-rated airline on the list — for its culture, vision and growth, followed by United (69th), Southwest (73) and American Airlines (74th).
Losers: Occupying the bottom of the list: Tesla, which dropped 32 points, the most of any brand, Wells-Fargo Company, Meta, X (formerly Twitter), The Trump Organization and Spirit Airlines.
Yes, and: Trader Joe's is the heavyweight champion of brand reputations, according to the poll.