WHAT THE DATA SAY: Reputation improves for more than half of top 100 most visible U.S. companies

By: Ray Day

CONTACT:

Ray Day
ray.day@stagwellglobal.com 

We wanted to share our latest consumer and business insights, based on research from Stagwell and Allison Worldwide. Among the highlights of our weekly consumer sentiment tracking:

U.S. CORPORATE REPUTATION IMPROVES

U.S. companies with the biggest reputation gains are those previously caught up in culture wars and consumer backlash, based on the seventh annual Axios Harris Poll 100.

• More than half of the 100 most visible U.S. companies have improved reputations this year.
• Back at the top for the first time since 2021 is the online pet brand Chewy.
• Most improved this year are UnitedHealth Group (up 7.6 points), Tesla (up 5.9), Southwest Airlines (up 5.5), SpaceX (up 5.3), Wells Fargo (up 4.8), Anheuser-Busch InBev (up 4.5), Shein (up 4.5), Meta (up 4.1), Airbnb (up 3.6) and Boeing (up 3.5).
• Top decliners include UPS (down 3.5 points), Microsoft (down 2.8), BP (down 2.8) and Temu (down 2.5).
• Americans’ top-ranked brands often are associated with wellness and optimism and perceived as more politically neutral. Top wellness brands include Alo Yoga (#7) and Athletic Brewing (#8).
• The top-ranked auto brands include Toyota Motor Corporation (#2), which is up from #4 last year, and Honda Motor Company (#6), up 7 spots.
• Major media companies and social platforms (including Fox, Comcast, TikTok, X and Meta) drew relatively unfavorable sentiment overall.
• Eli Lilly is the top-ranked pharmaceutical company (#13) and is now more associated with GLP-1 weight-loss drugs than with its COVID treatments.
• See also: Axios Harris Poll 100 shows shift toward politically neutral brands

2 IN 3 PREDICT A RECESSION

Today, 66% of Americans believe the U.S. economy will enter a recession in the next 12 months – up from 59% in February – based on our Harris Poll monthly Consumer Financial Resilience Index with NerdWallet.

• 75% of middle earners (with household incomes from $50,000 to $74,900) are most likely to see a recession – compared with 67% of those making less than $50,000, 61% of those in the $75,000-$99,900 range and 64% of those with household incomes of $100,000 or more.
• 37% will rely on credit to manage at least some of their expenses this month.
• 63% have enough cash on hand to cover an unexpected $1,000 expense, should one arise this month.

HOPE IS TODAY’S CURE

In a polarized country, hope is one of the few values Americans still share, according to new research from The Harris Poll and St. Jude.

• 96% have taken at least one deliberate action in the past year to cultivate hope.
• 68% feel hopeful about their own future and that of their friends and family.
• 84% say nonprofit organizations give them hope, and 77% are more likely to support organizations that inspire hope.
• 72% report that giving more frequently helps them feel they are making a difference.

HISPANIC VOTERS UNDECIDED

Economic pressures, culturally authentic outreach and AI‑related job fears will factor into U.S. voting decisions this year, according to a new poll from Harris Poll and TelevisaUnivision.

• 52% of Hispanic registered voters in 17 battleground congressional districts say they are undecided or open to changing their vote – making this group pivotal in tight races.
• 70% say candidate appearances on Spanish‑language media signal that Hispanic voters matter, 59% say it makes them feel a candidate cares, and 44% say communicating key issues in Spanish is important.
• Nine in 10 report cost of living as their top issue, and 80% are supporting family members outside their home.
• 53% will back the candidate who best understands what they’re going through, which is more important than party or policy details.

ICYMI: In case you missed it, check out the thought-leadership and happenings around Stagwell making news:

• The modern traveler has a new itinerary: Smarter, bolder, more personal than ever (Harris Poll and Mastercard)
• 80% of Americans want AI workforce programs now — and Washington hasn’t delivered (Harris Poll)
• Four in five employers say entry-level roles demand more skills than ever before (Harris Poll)
• Gen Z not boycotting U.S. travel, except for these two reasons (Harris Poll)
• Weekly viewership amongst streamers is higher for those who watch news and sports (HarrisX)
• What’s next for the auto industry? (Allison and HarrisX)