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The Walt Disney Company may not be quite the powerhouse that it once was. Find out what a recent survey reveals regarding the popularity of the Disney brand.
Recent Survey Results
The Walt Disney Company has seemingly had the “Midas Touch” for decades. People flocked to the Theme Parks and Disney reveled in Box Office hits over the years. It almost seemed as if nothing could affect this company.
In 2020, the entire world shut down including travel and entertainment. Even after these closures and setbacks, the Walt Disney Company bounced back. With the beginning of the 50th Anniversary of Walt Disney World to the reopening of all Disney Parks and Cruise Lines around the world, it appeared to be a “Happily Ever After.”
Unfortunately, things may not be quite as perfect as they have previously seemed. A recent Axios Harris Poll 100 Reputation Score shows a consistent decline for the Walt Disney Company.
For example in 2014, the Walt Disney Company was at 84 out 100 on the Axios Harris Poll. This measures a company’s character, trust, and trajectory.
This number stayed somewhat consistent rising and falling a bit over the years. In 2020, the Walt Disney Company was still strong at 80 out of 100. In 2022, the Walt Disney Company showed the most decline on this poll losing 28 spots. The decline does not stop there. The most recent poll for 2023 now shows that Disney has a score of 70.9 out of 100.
Why the Decline
Harris Poll CEO John Gerzema shares that “Disney lost 6.2 points in perceptions of future growth, 4.3 points on citizenship (‘shares my values’ and ‘supports good causes’) and 2.9 points on ethics.”
The Walt Disney Company is now the “5th Most Polarizing Brand of the 100.” Among the most polarizing companies include: #1 Trump Organization, #2 Fox Corporation, #3 Hobby Lobby, #4 FTX, and fifth is the Walt Disney Company.
Many feel as though Disney should stay out of politics and this may be a reason for this decline with the most recent run-in with Florida Governor, Ron DeSantis. Many feel as though Disney is “too woke” and pushing their liberal agenda on families.
“Disney lost 6.2 points in perceptions of future growth, 4.3 points on citizenship (‘shares my values’ and ‘supports good causes’) and 2.9 points on ethics.”
John Gerzema, Harris Poll CEO
This all leads to an effect on the bottom line for the Walt Disney Company in all areas from streaming and the Box Office to merchandise and even in the Disney Parks.
Decline at Disney Parks
Holiday weekends at Disney World are typically pretty busy. High crowd levels are expected during the long weekend with many families off work and school. For many, summer break may kick off this upcoming weekend.
We saw late last year that Disney predicted their busiest times for 2023. This was reflected in their ticket prices, and you can read more about that HERE. Based on ticket prices, this weekend seemed to project big crowds. That is not what we are seeing at Walt Disney World.
Walt Disney World should be quite busy this weekend, and many commented that it is eerily calm. Wait times are surprisingly low for a holiday weekend. The Theme Parks are truly what provide the financial foundation for the Walt Disney Company.
Recently, Disney announced BIG ticket discounts for a 4-day, 4-Park Magic Ticket and also a great discount on tickets for Florida residents. This summer Annual Passholders can enjoy added discounts and great perks for a limited time. There are great deals on rooms as Disney tries to lure guests back to Walt Disney World.
It will be interesting to see if Disney can bounce back from this recent setback. It would be the type of Cinderella story that the Walt Disney Company loves to tell.
What do you think of these poll results? Do you agree that Disney is too polarizing for a wide audience? Has this affected your support for the Walt Disney Company? Share your thoughts with us and share this with a fellow Disney pal.
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Share the love!
Lucy
Sunday 9th of July 2023
They are finally seeing the middle class is what runs Disney and not the rich. It should get back to being family oriented. We went in June and I was very disturbed by all the flags and advertising a certain agenda at downtown Disney. I felt VERY uncomfortable being with my kids and them seeing that. People can believe what they want but don't push your beliefs on me. It's so ridiculous to cater to .01 percent of the population. Now they are regretting their decisions. Get back to your roots Disney!
Adrian
Wednesday 31st of May 2023
Amen and when I go in July I bet it will be packed
Dan
Wednesday 31st of May 2023
Keep staying home!! I'm going this summer with my kids and would love short wait times. I think Desantis is a POS and I applaud Disney. However, if people disagree, that's their right. If they want to show their displeasure by staying home, please do! Better time for us actually going!!
Trey
Wednesday 31st of May 2023
Marketing a woke agenda is very similar to messing around in a snake pit. If you don’t go near it they don’t bother you. But when you get curious and wade in you suddenly realize it was a horrible idea. And when you try finally get out of the pit the snakes follow you. And if you don’t believe me just ask Anheuser-Busch and Target.
Jill
Wednesday 31st of May 2023
I've said it a million times, Disney should have stayed out of it. Sixteen years ago I was literally in Magic Kingdom telling my husband how it was so good to have a company that I could trust, and that Disney is smart enough to be family friendly because then everyone can enjoy the parks and will spend money. Ha! That changed fast. Sadly I think the BBB debacle that was in the news today was the final straw for us.