According to a report by CNBC, a new survey reveals the most hated brands in the US. The Axios Harris Poll 100 is a ranking of the reputations of companies most on the minds of Americans, with a framework Harris has used since 1999. This year’s rankings are based on a survey of 16,310 Americans from a nationally representative sample conducted March 13–28.
The survey reveals that Elon Musk-led Twitter is the fourth most hated brand in the US. Meta follows it and stood at the fifth position. Popular app TikTok was the seventh most hated brand as murmurs about the app being banned in the US gathered momentum.
The survey found that both Twitter and Meta scored poorly in the “culture” and “ethics” category. 2022 was the year when both Meta and Twitter fired thousands of employees all over the world. TikTok, on the other hand, scored poorly in “character” and “citizenship”.
How is the survey conducted?
Americans are asked which two — in their opinion — stand out as having the best reputation today and which two have the worst. All nominations are compiled into an aggregate list to determine the “most visible” companies. Subsidiaries and brands are tallied within the parent company to create a total number of nominations for each company.
Respondents rated those 100 most visible companies on nine dimensions of reputation to calculate the company’s Reputational Quotient score for inclusion in the Axios Harris Poll 100.
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