Axios-Harris Poll 100

The phoenix companies: How brands bounce back from crises

Looking at the Axios Harris Poll 100 reputation rankings, it's interesting to see how differently some companies have responded to crises.

Data: Harris Polls; Chart: Chris Canipe/Axios

Social good is the new sales pitch

Illustration of vintage advertisement of a man holding up a small glowing earth
Illustration: Sarah Grillo/Axios

New data from an exclusive Axios/Harris poll finds that public perception of companies is deeply impacted by how much those companies can promise a better future for society.

Why it matters: Legacy brands are facing their stiffest competition yet from mission-driven upstarts. Many are hoping that marketing campaigns centered around "social good" will improve the narrative that older corporate giants are stodgy and ruthless.