Brands that tend to lean conservative experienced significant corporate reputational improvement because of increased trust from independents, as well as from some Democrats, according to a poll published on Wednesday.

Corporate reputations have plunged to their lowest point since before the COVID-19 pandemic, but conservative-leaning companies ranked among the highest, according to the Axios/Harris Poll 100.


Close to two-thirds of the 100 companies had decreased reputation scores, which reflect a brand’s trust, character, ethics, vision, citizenship, growth, and products and services, while three of the 15 companies that rose over half a point were Hobby Lobby, the Trump Organization, and Fox Corp., according to Axios.

“Many independents, and even some Democrats, in this year’s survey are drifting rightward, which accounts for the boost in reputations of many of the more traditional or conservatively-leaning companies,” Harris Poll CEO John Gerzema told Axios. “There seems to be a move to the center on attitudes toward companies and their role in society. I feel this could be an important finding because swing voters are going to determine the outcome of the election, and as of yet are hard to pin down.”

The Trump Organization saw a 12.4-point increase in trust from independents, while Hobby Lobby experienced an eight-point rise in trust among Democrats, according to Axios. A greater number of independents and Democrats believe Fox Corp. and Hobby Lobby align with their values.

Americans of all political backgrounds appear to be significantly skeptical of left-wing corporate agendas, such as diversity, equity, and inclusion, according to the poll. Bud Light’s parent company, Anheuser-Busch, which briefly collaborated with transgender influencer Dylan Mulvaney in 2023, experienced a six-point drop, while Target’s reputation declined after backlash to selling an LGBTQ “Pride” collection.

Many corporations are cutting back on or rebranding their DEI initiatives to evade scrutiny as conservatives have pushed back on these programs with legal efforts. Their concern about legal scrutiny ratcheted up after the Supreme Court struck down race-based admissions at Harvard and the University of North Carolina in June 2023.

The rankings were based on a survey of 16,500 Americans, which was conducted between March 6 and 18.

The Trump Organization, Hobby Lobby, and Fox Corp. did not immediately respond to the Daily Caller News Foundation’s request for comment.

Originally published by the Daily Caller News Foundation