Disney’s Reputation Takes a Big Hit, According to New Survey

New survey results were just released that provide more insight into the overall reputation of The Walt Disney Company amongst Americans. Over 26,000 Americans participated in the polling to determine the 100 companies’ rankings. Axios Harris used a three-step process to select the 100 companies and determine their rankings. The poll seeks to rank the reputation of companies that are most on Americans’ minds.

©Disney

The Walt Disney Company has appeared on the poll for years, and it has been interesting to see how its ranking has changed. Axios Harris just released their results for 2025, so let’s look at how The Walt Disney Company performed this year.

Each year, Axios teams with Harris Poll to “gauge the reputation of the most visible brands in America, based on 20 years of Harris Poll research.” The results are accumulated through three surveys of over 26,000 Americans throughout the year’s first five months. Let’s first look at Disney’s performance in past years. A ranking of 1 is the best, while 100 is the worst.

©Disney

In 2021, Disney ranked 37th out of 100 companies on the list. However, in the following years, Disney hasn’t been able to beat that ranking. In the 2022 poll, Disney fell from 37th all the way to 65! This drop of 28 spots was one of the largest in Axios Harris’ history.

Disneyland Park

The following year, Disney’s fall continued. The 2023 Axios Harris Poll saw the company drop an additional 12 spots to number 77. In the 2024 poll, Disney was able to move up a bit in the rankings. Disney again saw itself break through the 70s and landed at number 67 on the list. Where did Disney land on the list this year?

EPCOT

The results are in, and Axios Harris has released its reputation ranking for 2025. This year, Disney ranks 76th out of 100 companies, a big fall from last year, when it ranked 67th. However, this year’s ranking still puts it one place above its ranking in 2023, when Disney ranked 77th. Based on this poll, Disney’s reputation has been declining again since last year.

©Disney

The poll results are broken down into different categories. Disney scored lowest in character, trust, cultures, ethics, and citizenship, and its higher scores were in trajectory, vision, growth, and products & services.

©Axios Harris

The top companies this year include Trader Joe’s, Patagonia, Microsoft, Toyota Motor Corporation, and Costco. Companies that ended up on the very bottom include Spirit Airlines, The Trump Organization, X, Meta, and Wells Fargo & Company. Keep in mind that these results seek to rank the reputation of 100 companies that are most prominent for Americans. It is by no means an exhaustive list and not all companies have been included in this ranking.

Disney’s Animal Kingdom

However, we can see the yearly changes in how The Walt Disney Company has ranked in the poll. The company saw another decline this year, which means its overall reputation has declined amongst those who participated in this poll. Disney also dropped in Fortune’s ranking of the world’s most admired companies this year. Disney was #12 in 2024 but is tied for #13 in 2025.