The Walt Disney Company has been providing products, entertainment, and experiences to people for over 100 years. It is no stranger to the world of entertainment.

When a company is around for that long, it develops a strong reputation — especially with a company as big as Disney! And it’s no secret that Disney is a company filled with devoted fans, yet equally filled with critics. Every year, we like to check on the Axios Harris reputation rankings, just to see where Disney ranks amongst other major businesses. We have the results this year, and it looks like Disney has taken some steps backwards…again!

The Axios Harris Poll 100 reputation rankings is a system that takes public opinions on American brands, and ranks 100 businesses based on reputation. It’s a poll they have been running for several years, and we now have the results for 2025. For years, Disney has fluctuated in its ranking, going as high as 37th out of 100, and as low as 77th out of 100. This year, Disney ranks 76th out of 100! What’s been going on with the company to drop it to the second-lowest score so far?

Over the past year, Disney has been involved in some controversies. Some fans were unhappy about the live-action Snow White remake. Disney also faced criticism following the change in its DEI standards. Have these issues impacted the company’s reputation?

The survey works by scoring each company in several categories. Based on these scores, companies are ranked 1-100, with 1 being the highest-scored brand. Disney scored a total of 69.7 points, placing them at spot number 76! This drops the company nine spots from its last ranking.

On the website, you can expand to see where it ranked and what it scored in each category. Disney’s scores were in the bottom half of most categories, including low scores in “Trust,” “Character,” and “Citizenship.” 

What we found interesting was that even though this isn’t Disney’s lowest ranking, its overall score this year is LOWER than it was in 2023 when Disney hit its lowest ranking. In 2023, Disney had a rank of 77 out of 100. However, it had a total score of 70.9. This year, Disney ranked 76, but had a total score of 69.6. Disney is fourth amongst companies with the LARGEST decline in reputation score from 2019 to today.

 

As far as the rest of the rankings go — the top five companies were Trader Joe’s, Patagonia, Microsoft, Toyota Motor Corporation, and Costco, in that order. The bottom five were Wells Fargo & Company, Meta (Facebook), X (formerly Twitter), The Trump Organization, and Spirit Airlines in last.

We’ll be interested to see how Disney performs in the future! The company has big plans on the horizon for its parks, movies, and television. To stay up to date with all the latest Disney news and updates, be sure to follow us at the Disney Food Blog.

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What do you think is the biggest reason for Disney’s reputation declining? Let us know in the comments!

The post Disney’s Reputation Is DECLINING, According to New Survey first appeared on the disney food blog.