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.
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.
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.
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?
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.
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.
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.
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.
Stay tuned to AllEars for all your Disney news!
Disney Drops Ranking in NEW Survey on Most Admired Companies
What do you think about The Walt Disney Company’s ranking in this year’s Axios Harris poll? Let us know your thoughts in the comments!
Our first visit was in 1983 and we became huge fans. We visited every year. We came from Canada and spent at least 2 weeks there each visit. We were unable to go in 2001 so went twice in 2002. We were unable to go in 2010 so went twice in 2011 and 2012. We went 4 times in 2013 and then twice in 2014, 2015, 2016 and 2017. We went 3 times in 2018 and 2019 and then were unable to travel because of COVID. We had been noticing the decline for many years and when we could have travelled back after COVID we did not. We actually went to the area and even stayed on property The Dolphin in 2024 when we went to attend a funeral. We could have taken extra time but did not. We left very early the morning after the funeral. We did not enter any parks, only ate at Disney Springs a couple of times and that was at restaurants not owned by Disney. We had been such huge Disney fans and promoted Disney to many of our friends and family and had them visiting as well. It is really sad that the people who have just discovered Disney lately will never know how great it used to be.
Our first trip was in 1992. In 1994 we became DVC members. It was great back then, but changes started making things unpleasant for us. We have gone to Disney World every year except in 2021. The last few years we’ve seen a noticeable decline at Disney World. Cast members aren’t as friendly and a few seem very unhappy. The parks seem a bit more dirty. Trash cans overflowing and bathrooms dirty. Very crowded even during the “slow” months. The drunks at Epcot have kept us from visiting Epcot in the evening (a couple of stories about that). I sent an email complaining how a restaurant manager put everyone’s dining reservation on hold to accommodate a very large party who somehow got a last minute reservation, as told to us by a cast member at the restaurant. Yep, it’s all about money for Disney. Sent Disney an email about it, but never got a response. Now we are going to use our DVC membership to travel elsewhere. Even talked about staying at our home resort (Old Key West Resort), but go to Universal. We have some extra points left from our DVC membership and can’t even give them away to our friends as before. They’re not Disney regulars, but they too are tired of the cost, the preplaning, crowds, and the hassles associated with a Disney World vacation. On the bright side, last year we took our two granddaughters to Disney World for their first ever trip. So, there are still opportunities for fun memories.
My first trip to WDW was way back in 1971 when it first opened and I was hooked on day 1. I was a loyal fan for many years but it has gone from ‘the happiest place on earth’ to the most miserable place on earth in my opinion. They no longer care about their customer’s happiness; they only care about their wallets. The magic is gone.
Not surprised in the least. When you have a customer base that has stayed with you for years, they tend to be sensitive to any changes you make. Plain and simple, Disney is not the same as it was when I purchased my DVC membership in 2002. They have done lots of unpopular things and decided that being part of the pack is more profitable than standing above the crowd. Follow that up with no interest in listening to and addressing your loyal customers’ concerns. The question that really sums up for me Disney’s current ranking isn’t any of the categories in the survey. Its the answer to this: Knowing what you know about Disney as a DVC member, would you buy a DVC membership today? And for me the answer is an unequivocal no.
This low ranking reflects the alienation Disney’s traditional, family-focused audience feels after the company got “woke.” Plus, high prices at theme parks, broken rides, relentless crowds, spiraling downward theming in newer hotels, abysmal characters and plots in new movies, and taking political stances when they should just focus on their core business.
I would have to disagree with your “woke” assessment. This isn’t something new, Disney has always been a friendly environment for the LGBQ+ folks. Disney’s biggest issues are the other things you listed, raising prices but diminishing what you get for your hard earned cash. We bought into DVC in 1992 and back then Disney was still the gold standard other entertainment companies strove to emulate. Now, they have been surpassed by their students & they have done nothing to try & keep up. They are riding on their past superiority, but are slipping down the list of places to go.
Agree.