Disney’s Reputation Has Taken A Hit Following DeSantis Feud
The most obvious outcome of the battle between Disney and Florida Governor Ron DeSantis was that it would be bad for both parties involved.
The back and forth between the governor of Florida and the state’s largest employer began last year, when Disney publically opposed Florida’s Parental Rights in Education Act. The bill limited what teachers could say to young students about sexual orientation and gender.
Photo: Getty Images
Since then, DeSantis has made his battle with Disney the launching point for his Presidental campaign. Florida subsequently passed laws that dissolved Disney’s Reedy Creek Improvement District and gave the state oversight over Walt Disney World’s monorail system.
As the very public battle has dragged on, Disney and their CEO Bob Iger have grown more confrontational with the governor.
Photo: Fox Business
Bad For Both Sides
As it turns out, a political battle between a fairly popular governor and his state’s biggest employer doesn’t help anyone.
DeSantis has struggled in polling as of late, and his critics have used the Disney battle to further attack the governor.
Photo: CNN
For their part, by entering into a political battle, Disney has risked alienating part of its fanbase.
Disnsey’s Reputation Falls
In this year’s Axios Harris Poll 100, the damage to The Walt Disney Company’s reputation can be seen in the hard numbers. Their overall reputation rating fell to 70.9, a far cry from the 80 rating they received just three years ago.
That score made them the 77th most trusted company, down 12 spots from last year.
Ron DeSantis
Perhaps more telling, however, is that Disney was ranked as the fifth most polarizing brand in this year’s survey. That number is measured by the gap between the assessments of Republicans and Democrats.
Divided Among Political Lines
Among Democrats, the company’s rating jumped to 80.3 from 72.5. The number plunged however with Republicans from 75 to 61.
Interestingly the average Reputational Quotient score gap between Republicans and Democrats was 4.4, In Disney’s case however it was 19.3.
Overall, Disney’s reputation score has been declining since the 2017 survey, that trend, however, had been bipartisan until this year.
“The lesson here is that when you divide you subtract,” said Harris Poll CEO John Gerzema. “When you divide audiences, you’re ultimately going to be subtracting customers for your business.”
Photo: The Walt Disney Company
As DeSantis struggles in the polls, and Disney finds itself branded as a divisive company, it goes to show — this is a feud that should have been buried a long time ago.
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