In the digital age, where social media platforms dominate our lives, reputation can make or break a brand. The recently released 2023 Axios Harris Poll 100 reputation rankings shed light on the brands with the worst reputations in America. Surprisingly, three of the biggest social media giants, Twitter, Meta (formerly Facebook), and TikTok, found themselves in the undesirable spotlight.

Twitter and Meta, known for their massive user bases and influence, suffered a blow to their reputations in the survey. Both companies faced criticism in the categories of “culture” and “ethics.” Notably, they drew public backlash for conducting mass layoffs via impersonal emails, adding to a series of controversies that have plagued Twitter in recent times. Furthermore, the estimated value of Twitter took a significant hit, with Fidelity projecting it to be merely a third of the staggering $44 billion that Elon Musk paid for the company in October 2022.

TikTok, the immensely popular video-sharing platform, struggled in the categories of “citizenship” and “character.” Increasing concerns among American lawmakers about the potential influence of the Chinese government on the platform have contributed to its deteriorating reputation. As a result, TikTok finds itself battling to regain public trust and overcome the negative perceptions associated with its Chinese ownership.

The Seven Brands with the Worst Reputations in America: The 2023 Axios Harris Poll 100 reputation rankings unveiled the seven brands Americans consider to have the worst public perception:

1. The Trump Organization: Topping the list with the lowest possible score, the Trump Organization faces severe criticism in categories such as “character,” “trust,” and “ethics.” The ranking coincided with former President Donald Trump’s recent indictment on 34 felony counts (via CNBC) related to falsifying business records before the 2016 presidential election.
2. FTX: The now-bankrupt cryptocurrency exchange suffered a significant reputation blow following its collapse in November 2022. Adding fuel to the fire, former FTX CEO Sam Bankman-Fried’s alleged unauthorized trading with borrowers’ funds triggered a billion-dollar class action lawsuit.
3. Fox Corporation: The media company’s reputation took a hit after settling a defamation lawsuit filed by Dominion Voting Systems for $785 million. Fox Corporation faced allegations of spreading false claims regarding rigged voting machines during the 2020 election.
4. Twitter: Despite a slight improvement in reputation from the previous year, Twitter remains among the most disliked brands due to its controversies and recent mass layoffs conducted impersonally via email.
5. Meta: Formerly Facebook, Meta’s reputation also experienced a slight improvement, but it remains in unfavorable territory. The company faces scrutiny for its practices and has struggled to address concerns regarding user privacy and data security.
6. Spirit Airlines: Known for its customer service issues and numerous flight cancellations, Spirit Airlines continues to disappoint passengers, earning itself a place on the list.
7. TikTok: As mentioned earlier, TikTok’s reputation suffers due to concerns over potential Chinese government influence on the platform, negatively impacting its standing in the eyes of the American public.

While not included in the top seven, BP and Bitcoin received “poor” ratings. BP’s notorious Gulf of Mexico oil spill in 2011 continues to haunt its reputation, as the company scored low in the “citizenship” and “ethics” categories. Additionally, fashion brands Balenciaga and Shein faced criticism and backlash for controversial marketing campaigns, landing them on the list of brands with unfavorable reputations.

Source: CNBC