Moral Rating Agency

The Good, Bad and Ugly

Indelible Ledger of 5-dimension moral ratings of top global corporations’ response to the invasion of Ukraine 
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7UP

Rated as its parent PepsiCo
USA

Associated brands: PepsiCo, Alvalle, Copella, Doritos, Gatorade, Lipton, Mountain Dew, Naked Juice, Nobby's Nuts, Off The Eaten Path, Pepsi, Pipers Crisps, Quaker, Sensations, Snack A Jacks, Sunbites, Tropicana, Walkers, Agusha, Aquafina, Aunt Jemima, Bacconzitos, Baconzitos , Cap’n Crunch , Cheetos, Chester’s, chipsy, Chudo , Cracker Jack, Domik v Derevne, Duyvis, Elma Chips, Emperador, Fritos, Fruktoviy Sad, Frustyle, Funyuns, Game Fuel, Imunele, Ivi, Izze, Kas, Kickstart, Kurkure, Lay's , Lebedyansky, Life, LIFEWTR, Lubimy, Lucky, ManiMoto, Manzanita Sol, Marbo, Marias Gamesa, Mirinda, Miss Vickie’s, Mug root beer, muller , Munchies, Near East, Paso de los Toros, Paw Ridge, Pioneer Food, Propel, Rice-A-Roni and Pasta Roni, Rold Gold, Rosquinhas , Ruffles, Sabra, Sabritas, sakata, Saladitas, santitas, Sierra Mist, Simba, Smartfood, Smiths, SoBe, Stacy’s, Stiksy, Tostitos, Twisties, Twistos, Uncle Chipps, Vesely Molochnik, Ya

Laggard Faint-hearted Seriously-exposed with Power
i
28

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Pre-invasion Status
10.0
Extreme Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
3.5  Degree
What?
3.0  Speed
When?
5.0  Attitude
How?
After mounting boycotting pressure, PepsiCo suspended production in Russia, apart from essential food items such as milk and baby food because of its "humanitarian obligation" mentioning this would allow it to support 20,000 employees and 40,000 agricultural workers in its supply chain. The CEO said, "My heart goes out to all those who are caught in the middle of this deadly conflict. As it so often does, war is falling hardest on the innocent. War is never an answer, and we join all those calling for a speedy, peaceful resolution."
Date of Announcement: 8 March 2022
Our Moral Verdict
PepsiCo and Coca-Cola seem to look over their shoulders at each other, even in times of war. It is perhaps no surprise that they made their moves away from Russia at almost the same time, each afraid of being singled out for escalated consumer boycotting and focused admonishment by Ukraine's government. There were of course many other food & beverage businesses with different positions on the topic, but in the court of popular opinion these two were going to be measured against one another. Based on the Bloomberg reports, Pepsi was 17 minutes behind Coca-Cola. Google showed a link to the Coca-Cola release even earlier. So, PepsiCo was first into the Soviet Union (1974) and last out of Russia. The company is much more deeply in the country as a result, in range of products, factories, number of employees (20,000 vs. 7,000 for Coca-Cola), and a 5% impact on profits vs. 2% for Coca-Cola. Pepsi therefore gets more points for Sacrifice but less on other measures. Its Speed Score got a Chicken Penalty as well as a Pressure Penalty for moving post-boycott. Its Degree Score is damaged by being Partial & Incomplete: Partial because it excluded milk products as a Confused Humanitarian does, and Incomplete because it is continuing to support its workforce and 40,000 Russian farmers, as a Nibbler does. This means 60,000 fewer people financially motivated to pressure Putin. Its Attitude was damaged by being a Mealy-Mouther: by saying people are "caught in the middle" avoids taking sides. Pepsi needs to get out Fully and Completely and sell its factories.
Rating as of: 8 March 2022

A Twosome Place

Rated as its parent CJ Corp.
South Korea

Associated brands: CJ Corp., Foodville, VIPS (steakhouse)

Shameless failing to use its Power without having to make a sacrifice
i
-10

'Shameless' for continued involvement with Russia;'without having to make a sacrifice' for a 3 to below Exposure Score;'failing to use its Power' for a 4 to 10 in Power Score.

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
5.0
Average Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
No Announcement on this South Korean conglomerate's Activities. According to its website, it is involved in 'food & bio' in Russia, and also has offices in the country. In 2017, it acquired the Russian frozen food company Raviolo.
Our Moral Verdict
This South Korean holding company has been silent since the invasion, while other peer companies have been leaving Russia. Even CK Hutchinson from China is closing down its Watson pharmacy chain. The statistics show that if you leave after Chinese companies leave Russia, you are at the wrong end of the spectrum. CJ, stop freezing food for Russia and start freezing your food businesses there instead.
Rating as of: 11 May 2022

A1 Plaza

Rated as its parent Reliance Industries
India

Associated brands: Reliance Industries, Alok Industries, Jio Platforms, Mumbai Indians, Network18 Group, ARMOR, Auto LPG, Cshop, D-CREASED, DEO2, Flexipay, Georgia Gullini, H.Lewis, Hamleys, MacroMancini, netmeds.com, nice, Nitrofill, OnlyVimal, PROJECTEVE, Qwikmart, Smart Point, Smart Superstore, Trans-Connect, TRENDS, Urban Ladder, zivame

Shameless failing to use its Power without having to make a sacrifice
i
-9

'Shameless' for continued involvement with Russia;'without having to make a sacrifice' for a 3 to below Exposure Score;'failing to use its Power' for a 4 to 10 in Power Score.

Pre-invasion Status
2.0
Low Exposure
Potential sacrifice
5.0
Average Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
On 17 March, a senior company official said that it "may avoid buying Russian fuels for its plants". It has multiple business operations in Russia, and since the invasion, it has bought "at least 15 million barrels of Russian oil", according to Reuters on 22 April.
Our Moral Verdict

There is one thing worse than buying Russian oil and that is saying you are thinking about not buying it and then doing so. This is not the sort of topic to tease the world about.

The commercial-moral dynamics of companies that swim against the tide are interesting. As moral pressure is felt across the corporate world and legal pressure is brought by sanctions, companies that don't respond are offered the commodity at a lower price, or relatively lower than what others are paying for it from other sources. This only increases the temptation for the anti-boycotter to continue in this mold. Perhaps Reliance is in this temptation trap, where every day it needs more moral courage to get out of it.

On a practical level, boycotts of commodities are vital. While the price may be impacted without the entire market closing off a country, if there are too many loopholes the main thing that happens is that the buyer-seller relationships simply change. Reliance may as result end up buying more of its oil from Russia and less from other places to offset other players boycotting Russia.

In terms of the Power that such companies have over Russia, it increases not only if they boost their imports from Russia but because they are the loopholes on which Russia depends. If this Power increases with a diminishing number of anti-boycotters in the market, the price becomes more attractive and the temptations increasingly irresistible.

If Reliance is in this trap, it needs to get out so that it doesn't become a pariah alongside Russia.

Rating as of: 22 April 2022

Abbey Well

Rated as its parent The Coca-Cola Company
USA

Associated brands: The Coca-Cola Company, Fanta, Sprite, Appletiser, Costa Coffee, Dr Pepper, Fuze Tea, GLACÉAU Smartwater, Lilt, Oasis, Powerade, Rose's, Schweppes, vitaminwater, ades, aha, Ambasa , Amita, Andina Calcio, Andina Nectar, Apollinaris , aquaBona, Aquactive , Aquana , Aquapure, aquarius, aquasavana, Aqvaris, Arwa, Avra, Aybal-Kin, Bacardi , Barq's , Barq's Red Crème Soda, Beverly, Bibo , Big Crush, Big Tai, Bimbo, Bistra , Blue Sky, Bodyarmor SuperDrink, BonAqua BonActive, BotaniQ , BPM Energy, Burn , Canning's, Cappy , Caprice, ciel, coke, dasani, dogadan, fairlife, Far Coast, fresca, georgia, gold peak tea, honest tea, I lohas, Inca Kola, inoccent smoothie, Iron Brew, Kia-Ora, Kin Cider , minute maid , Nordic Mist, peace tea, Royal Tru, simply, smartwater, topochico

Speedy Near-Boycotter Sacrificer with Power
i
72

'Speedy' for a 7 to 8 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score; 'Sacrificer' for a 4 to 8 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Pre-invasion Status
5.0
Average
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
8.0  Degree
What?
7.0  Speed
When?
5.0  Attitude
How?
Prior to its Announcement, Coca-Cola was under pressure from consumers and Western celebrities to halt Russian operations. The company then stated it "is suspending its business in Russia." Coca-Cola added, "Our hearts are with the people who are enduring unconscionable effects from these tragic events in Ukraine." Shortly afterward, its franchisee covering Russia, Coca-Cola HBC, agreed with Atlanta's decision and confirmed it would "stop selling in Russia".
Date of Announcement: 8 March 2022
Our Moral Verdict
Between Coca-Cola and PepsiCo, Coca-Cola was the last one to get into the Soviet Union and the first to get out of Russia. Coca-Cola beat Pepsi to the punch. Coca-Cola’s press release was published on 7 March on Google. Also, when Bloomberg announced their exit, Coca-Cola was 17 minutes ahead of them. We gave Coca-Cola a Leader of Pack Bonus of 2 points. Indeed, its own action might be credited with the Domino Exit of PepsiCo, at least in timing if not in the sense it wouldn't have happened at some point. Competitive timing aside, the Coca-Cola withdrawal is otherwise a story of reaction rather than action, which gives it a different moral color. There was a public boycott trending on social media beforehand, including celebrity criticism, and you rather wonder why it took two weeks after an invasion that dominated world consciousness to take action. When the decision was taken a week after the company had found the time to make a donation to Ukraine, it didn't even condemn Russia, so we deemed it a Mealy-Mouther and cut its Attitude Score in half. By not moving until after the boycott and for mincing its words, the company lost the opportunity to be a corporate moral leader. Coca-Cola’s donation to Ukraine makes up 0.2% of its profits, almost identical to what PepsiCo announced a few hours later. Coca-Cola continues to own a minority in the European franchisee that is retaining the mothballed bottling plants. It would have had to sell this stake to get a 10 Degree Score. We estimate Coca-Cola’s Exposure is 2% of its profits. Its Power comes from the 7,000 people it indirectly employs in Russia and is boosted by the psychological impact of withdrawing such a famous brand, resulting in a 200% Return on Sacrifice. In short, this looks more like a story of calculated reaction than visceral action, but at least Coca-Cola got there first.
Rating as of: 9 March 2022

Abbott Laboratories

Public
USA

Associated brands: Ele Care, Similac, Zone Perfect, Amplatzer Piccolo Occluder, Alinity, BinaxNOW, Cardiomems, Confirm Rx, Ensure, FreeStyle Libre, Gallant ICD, Glucerna , Heartmate, i-STAT, Juven, MitraClip, Pedialyte, PediaSure, Proclaim DRG

Laggard Faint-hearted Seriously-exposed with Power
i
17

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Pre-invasion Status
5.0
Average Exposure
Potential sacrifice
9.5
Extreme Power
Potential economic impact
Post-invasion Events
1.0  Degree
What?
4.0  Speed
When?
5.0  Attitude
How?

Abbott has three laboratories and manufacturing facilities in Russia. It also exports products to the country. On 4 March, the company said it "condemns the war and violence in Ukraine". At the same time, it said it would give financial support to Ukraine.

On 14 March, Abbott made the Announcement that they would be “suspending non-essential business activity in the country, including new investments, business developments and advertising”, noting that healthcare products are “generally exempt from sanctions for humanitarian reasons”.

Date of Announcement: 14 March 2022
Our Moral Verdict

It seems possible that Abbott and J&J have the same PR firm, or at least announced their very Partial withdrawals from Russia in the same way.

The model seems to work like this. Make an initial statement that reacts in shock to the invasion (both companies did so on 4 March). Say how terrible it is (both companies condemned the war in one way or another getting Denouncer points from us). Make donations to Ukraine (which they both did). Then, think for a while about what they really should do. Abbott waited ten days versus J&J's three weeks. Otherwise, the actions were similar. Both continue to do business unless the products are deemed non-essential in some words by the company benefitting. Both are Confused Humanitarians. Both also said they would not make new investments, which we classify as Red Herrings because, in these times, it's hardly likely any Western company would pour money into Russia, and it has nothing to do with the question of what concrete business companies are withdrawing from.

Like J&J, Abbott's initial donation statement, in the absence of any action, earned it a Do-gooder-do-badder classification, and its initial Denouncer words gets a Big Talker classification for not putting its money where its mouth is. To make matters worse, when we consider what suspending "non-essential" products means in practice, it may be more of a non-event. The range – including nutritionals, vascular devices, diabetes car, vision care and pharmaceuticals – could all be argued to be essential depending on the definition used and its application. Indeed, we could not identify which of Abbott's products are still on the table. Also, we spotted no statement about how the non-essential cut would impact the three factories the company has in Russia or its approximately 3.500 employees there. Absent further explanation, the commitment to cease all advertising also looks weak since most sales may come from the salesforce and wholesale network. Weighing it all up, we are estimating 1 point for Degree of withdrawal.

Back to the J&J comparison, Abbott got a slightly better moral rating because it moved faster. Although Abbott has higher Exposure to Russia, it also has more Power over Russia. The ratio of the two approximately equaled out, meaning both companies were looking at Return on Sacrifice opportunities of around 200%.

Rating as of: 14 March 2022

Acacia Communications, Inc.

Rated as its parent Cisco Systems
USA

Associated brands: Cisco Systems, Duo Security Inc., Jasper Technologies, Meraki

Sprinting Boycotter with Power
i
96

'Sprinting' for a 9 to 10 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
9.0
Extreme Power
Potential economic impact
Post-invasion Events
10.0  Degree
What?
10.0  Speed
When?
5.0  Attitude
How?
CEO Chuck Robbins made a company Announcement that it is "stopping all business operations, including sales and services, in Russia and Belarus for the foreseeable future." The statement also included its response to the invasion: "we strongly and unequivocally condemn the unjustified war being waged by Russia, and the violence that has been unleashed upon innocent civilians."
Date of Announcement: 3 March 2022
Our Moral Verdict
You could hardly ask for a better reaction. Cisco moved fully and fast, a week before peers like Ericsson, Huawei, and Nokia. Cisco also did so with a strong statement directly admonishing Russia. In addition, the CEO said Activities were being cut "in support of the Ukrainian government and people there". This strong statement against Russia made it a textbook Denouncer that we love. Though we didn't spot a donation to Ukraine, hence the 5 Attitude Score, it's exactly the sort of leadership needed. According to our calculations, its impact on Russia, because of the country's dependence on Cisco's hardware and software, is 900% of what Cisco will suffer from the move. That's a good Return on Sacrifice and a smart 'moral investment' by Cisco.
Rating as of: 11 May 2022

Accenture

Public
Ireland

Associated brands: Droga5, IMJ Corporation, SinnerSchrader, Trivadis AG

Laggard Boycotter with great Attitude & Power
i
52

'Laggard' for a 0 to 5 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
9.3
Extreme Power
Potential economic impact
Post-invasion Events
10.0  Degree
What?
0.0  Speed
When?
6.5  Attitude
How?
Accenture provided consultancy services to Russian businesses. It released a statement saying it "stands with the people of Ukraine and the governments, companies and individuals around the world calling for the immediate end to the unlawful and horrific attack on the people of Ukraine and their freedom." At the time, it said it would discontinue all business in Russia. About a month later, the company said that it had "completed a transaction to transfer [its] business in Russia to several of its local leaders", claiming it was thereby "100% independent from Accenture".
Date of Announcement: 12 April 2022
Our Moral Verdict
This is a textbook case of a company withdrawing from Russia. Due to the complexity of doing so, there was a delay. Rather than scoring it as an incomplete Announcement when Accenture first stated its intentions to leave Russia on 4 March, which would have given it a low Degree Score but high Speed score, it is rated on the Full & Complete Announcement of 12 April with 10 points for Degree and a low Speed Score. The Announcement was after IBM's on the day of the invasion, meaning we gave Accenture a Chicken Penalty of minus two points, bringing its Speed down further. On the positive side of the equation, Accenture's statement against Russia made it a textbook Denouncer. Its Attitude Score was brought down by its donation to Ukraine being only about 0.1% of its profits. This is a classic example of a high Return on Sacrifice opportunity. Due to the huge Multiplier Effects that a business of this type can have on an economy its serves, we calculate its Power was 10 times its Exposure. It would obviously have been even more damaging to Russia if the company had closed down the operation rather than selling or transferring it to the local team, but if the disconnection from the mother ship proves to be as complete and final as implied, and assuming this is not a holding pattern with a view to buying back the business in the future, it will have a real impact on Russia.
Rating as of: 11 May 2022

ACDELCO

Rated as its parent General Motors
USA

Associated brands: General Motors, BUICK, CADILLAC, CHEVROLET, GMC, GMFINANCIAL, ONSTAR., Ultium, Vehicle Intelligence Platform

Sprinting Boycotter with Power
i
88

'Sprinting' for a 9 to 10 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
5.0
Average Power
Potential economic impact
Post-invasion Events
9.0  Degree
What?
10.0  Speed
When?
2.5  Attitude
How?
General Motors has no production plants in Russia but has suspended all exports to the country. We have not monitored a statement about its Russian sales employees. The company stated that the loss of life is a tragedy, and its thoughts were with the people of Ukraine.
Date of Announcement: 28 February 2022
Our Moral Verdict
GM was neck-and-neck Leader of Pack with Mercedes-Benz (formerly Daimler) in being the first automotive company to cut ties with Russia, four days after the invasion. It was relatively easy for GM which had no production in the country and the Russian market is a tiny portion of its revenues. Since the Announcement didn't confirm all sales staff in Russia will be released and what is happening with the vehicle inventory in Russia, it got a Degree Score of 9. Attitude could have been better: the statement didn't admonish Russia directly and its humanitarian aid equated to only about 0.005% of profits. The low Exposure yet multi-brand impact in psychological terms produced a 500% Return on Sacrifice. Not a perfect withdrawal but what GM did is appreciated.
Rating as of: 28 February 2022

AcneFree

Rated as its parent L'Oréal
France

Associated brands: L'Oréal, Atelier Cologne, Biotherm, Dark & Lovely, Diesel, essie, Garnier, Helena Rubinstein, IT Cosmetics, Kiehl's, Lancôme, Magic Mask, Maison Margiela Fragrances, Maybelline New York, Mixa, Niely, NYX Professional Makeup, Shu Uemura, Stylenanda, Urban Decay, Valentino Beauty, Yves Saint Laurent Beauty, Ambi, Botanicals Fresh Care, Cacharel, Carita, Carol's Daughter, CeraVe, Cheryl's Cosmeceuticals, Clarisonic, Créateurs de Beauté, Decléor, Dermablend, Giorgio Armani Beauty, House 99, Kéraskin Esthetics, Kérastase, La Roche-Posay, Logocos, Matrix Essentials, Mizani, Paloma Picasso, PureOlogy Research, Ralph Lauren Fragrances, Redken 5th Avenue NYC, Roger & Gallet, Sanoflore, Skinceuticals , SoftSheen-Carson, Vichy, Yue Sai

Laggard Faint-hearted Seriously-exposed with great Attitude & Power
i
31

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Pre-invasion Status
5.4
Average Exposure
Potential sacrifice
6.5
High Power
Potential economic impact
Post-invasion Events
2.0  Degree
What?
5.0  Speed
When?
6.5  Attitude
How?
According to the company's Announcement, it took the decision to "temporarily" close its "own" stores and directly operated counters, as well as "suspending industrial and national media investments", and closing its "own brand" e-commerce sites in Russia. It said it was "still taking care" of its 2,500 Russian employees. It pledged donations of up to €5 million and "strongly condemn the Russian invasion."
Date of Announcement: 8 March 2022
Our Moral Verdict
This is a case of a company doing something by half measure and then only to some degree. L'Oréal has stopped is retailing-facing businesses, but the Announcement doesn't close off its product sales through other people's stores. On top of what we define as Half-Hearted, it said the decision was "temporary". Also, it is classified as a Nibbler for continuing to support its 2,500 employees. All these deficiencies continue to feed the Russian economy. The statement wasn't helpful, explaining what the company temporarily did rather than what it didn't (manufacturing in Russia), and it included a Red Herring about not making future investments. What we need to know is when it will stop what it is doing, not when they it will stop doing what it isn't yet doing! L'Oréal waited to make its move until after P&G, for which we gave it a Chicken Penalty on Speed. Unlike many Confused Humanitarian peer companies in the consumer product sector, it resisted the temptation to say it was producing essential goods. Indeed, that would be a stretch for a brand associated more with cosmetic than pure health, and luxury rather than staple. L'Oréal might have been furious to see P&G making “personal care" one of its carve-outs. Against all of this, L'Oréal strangely was a Denouncer, with a bold statement against Russia. This might make propagandized Russian consumers less likely to want to touch L'Oréal products still on the shelves. Like Unilever, this is either a case of hypocrisy or one part of the company thinks Russia is bad and the other thinks it is fine to do business there.
Rating as of: 8 March 2022

Acqua Panna

Rated as its parent Nestlé
Switzerland

Associated brands: Nestlé, Bakers Complete, Beneful, Blue Bottle Coffee, Boost, Buitoni, Cheerios, Fitness, KitKat, Milkybar, Nescafé, Nespresso, Nesquik, Nestea, Quality Street, S.Pellegrino, Smarties, Starbucks Coffee At Home, Aero, Alpo, Baci Perugina, Cat Chow, Cerelac, Chef-Mate, Coffee-Mate, DiGiorno, Dog Chow, Dreyer's, Extrême, Fancy Feast, Felix, Friskies, Gerber, Häagen-Dazs, Herta, Hot Pockets, La Laitière, Lean Cuisine, Lion cereals, Maggi, Milo, Minor's, Mövenpick, NaturNes, Nido, Peptamen, Perrier, Sjora, Stouffer's, Thomy

Laggard Faint-hearted Seriously-exposed with Power
i
13

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Pre-invasion Status
5.0
Average
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
3.5  Degree
What?
0.0  Speed
When?
4.0  Attitude
How?
Nestlé's first move, on 9 March, was stopping its products advertising on Russian TV channels (which are mostly State controlled). At the same time, it said it would make no further capital investments in Russia but would continue making "essential food products". By 18 March, President Zelensky had criticized the company in a broadcast to the people of Switzerland, and a public boycott had begun. He said, "‘Good food. Good life.’ This is the slogan of Nestlé. Even now – when there are threats from Russia to other European countries. Not only to us. When there is even nuclear blackmail from Russia.” On 23 March, Nestlé said it had "suspended the vast majority of manufacturing in Russia while maintaining essential products such as infant formula and medical nutrition." On 7 April, referring to food as a human right, the CEO argued that "even in times of war, we believe universal values and principles should continue to apply.”
Date of Announcement: 23 March 2022
Our Moral Verdict
This is a company that has been forced out against its will by consumer outrage, and direct intervention by a sovereign nation (President to CEO). Its first statements managed to get some international media to present those statements positively, but they only related to not advertising the products and a Red Herring about not making further investments. The company has been using pseudo-moral arguments to defend its attempt to remain in Russia. In response to the first argument, that food is a basic human right, we would reply that life is a more basic human right. Then, commercial pressure caused the company to cease production, with the exception of baby food and medical products. Strange how the definition of human rights can change when commercial pressure is applied. Put another way, if Nestlé really felt that all foods such as a KitKat were a human right, why did it later deny people their human right but by cutting off its KitKat production? To us, this back-peddling shows the company had no solid moral position in the first place and wins it the Confused Humanitarian award. The company's terrible rating comes from all these ingredients: 3.5 points for Degree (getting a Nibbler for continuing to support employees); 0 points for Speed (after it got Chicken, Boycott and Ukrainian criticism penalties); and an Attitude Score of 4 (from a combination of an average donation to Ukraine and a Mealy-Mouther statement about the war absent of any admonishment of Russia). Nestlé, boycotts don't work if everyone expects to be granted an exception. Swiss neutrality should be kept out of grocery stores, or you will be making chocolates for a diminished Free World.
Rating as of: 7 April 2022
1 2 3 117

OUR MORAL BADGES

Each of Moral Rating Agency’s Moral Badge is generated by combining words we select to describe bands within each of the five dimension scores to allow a reader to see the components of a company’s behavior in linguistic form. The bands relating to each word or words are shown in the definition of each Moral Badge below.

How do we classify a company or organization?

Moral Badges

Description

Companies & Brands

Count

Sprinting Boycotter with Power

'Sprinting' for a 9 to 10 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Acacia Communications, Inc., ACDELCO, Albuquerque Studios, Boss Flight Entertainment, BUICK, CADILLAC, CHEVROLET, Cisco Systems, Deutsche Telekom, Duo Security Inc., General Motors, GMC, GMFINANCIAL, Jasper Technologies, Meraki, Millarworld, Netflix, Night School Studio, ONSTAR., Scanline VFX, T-Mobile, Ultium, Vehicle Intelligence Platform

Count: 

23

Sprinting Boycotter

'Sprinting' for a 9 to 10 Speed Score; 'Boycotter' for a 9 to 10 Degree Score.

Companies/Brands:  British Gas, Centrica, Direct Energy, Dyno, Hive, Local Heroes

Count: 

6

Sprinting Near-Boycotter with great Attitude & Power

'Sprinting' for a 9 to 10 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Boeing, United Parcel Service, UPS Logistics

Count: 

3

Sprinting Near-Boycotter with Power

'Sprinting' for a 9 to 10 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  FedEx

Count: 

1

Sprinting Near-Boycotter without Attitude but with Power

'Sprinting' for a 9 to 10 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Blue Yonder, JVC, Kawakita Denki Kigyosha, National, Panasonic, Quasar, Sanyo Electric Co., Ltd., Technics

Count: 

8

Sprinting Half-hearted Seriously-exposed with great Attitude & Power

'Sprinting' for a 9 to 10 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  API Connect, Aspera, Atlas, Blueworks Live, CICS, Cloud Pak, Cloudant, Cognos Inc, International Business Machines, Red Hat Inc., SoftLayer Technologies Inc.

Count: 

11

Sprinting Half-hearted Seriously-exposed with Power

'Sprinting' for a 9 to 10 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Genesis, Hyundai Motor

Count: 

2

Sprinting Half-hearted with great Attitude & Power

'Sprinting' for a 9 to 10 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Siemens

Count: 

1

Sprinting Half-hearted

'Sprinting' for a 9 to 10 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score.

Companies/Brands:  HomeGoods, HomeSense, Marshalls, Sierra, TJX, TK Maxx, Winners

Count: 

7

Speedy Boycotter without Attitude

'Speedy' for a 7 to 8 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'without Attitude' for a 0 in Attitude Score.

Companies/Brands:  Arrezzio, Baker’s Source, Block&Barrel, Buckhead Pride, Butcher’s Block, Casa Solana, Citavo, Earth Plus, Fire River Farms, House Recipe, Jade Mountain, Newport Pride, Pica y Salpica, Portico Seafood, Sysco, Wholesome Farm

Count: 

16

Boycotter Sacrificer without Attitude but with Power

'Boycotter' for a 9 to 10 Degree Score; 'Sacrificer' for a 4 to 8 Exposure Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Beacon, Diamond Shamrock, Ultramar, Valero Energy

Count: 

4

Boycotter with great Attitude & Power

'Boycotter' for a 9 to 10 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Alphabet, Calico, DoubleClick, Fitbit, Google, Looker, Loon, Nest, Verily, Waymo LLC, Waze, Wing, YouTube

Count: 

13

Boycotter with great Attitude

'Boycotter' for a 9 to 10 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score.

Companies/Brands:  Alba, Argos, Habitat, J. Sainsbury, Nectar, Tu

Count: 

6

Boycotter with Power

'Boycotter' for a 9 to 10 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Acura, Alphabet, ASIMO, BMW Group, Designworks., Honda Motor, John Cooper Works, MINI, Mobilityland, Montesa, Rolls-Royce Motor Cars

Count: 

11

Boycotter without Attitude but with Power

'Boycotter' for a 9 to 10 Degree Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  AT&T Broadband, Bravo, Chiller, CNBC, Comcast, Daily Candy, DreamWorks Animation, Fandango, Focus Features, G4, Illumination Entertainment, iVillage, Msnbc, NBCUniversal, Sky, Sprout, Syfy, XUMO

Count: 

18

Near-Boycotter with great Attitude & Power

'Near Boycotter' for a 7 to 8 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Audi, Bentley, Cupra, Ducati, Lamborghini, Porsche, Seat, Skoda, Volkswagen

Count: 

9

Laggard Boycotter Sacrificer with Power

'Laggard' for a 0 to 5 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'Sacrificer' for a 4 to 8 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Grey’s Anatomy (and other popular ABC shows), National Geographic, Pixar, Star Wars, The Chronicles of Narnia Franchise, The Indiana Jones Franchise, The Marvel Cinematic Universe, The Muppets, The Pirates of the Caribbean Franchise, The Winnie the Pooh Franchise, Walt Disney

Count: 

11

Sprinting Faint-hearted Seriously-exposed with Power

'Sprinting' for a 9 to 10 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Bond Street, Chesterfield, IQOS, L&M, Marlboro, Muratti, Parliament, Philip Morris International, TotalEnergies

Count: 

9

Sprinting Faint-hearted with great Attitude & Power

'Sprinting' for a 9 to 10 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  BASF, designfabrik, Interstuhl, Kaurit, MYTO, Ultramid, Wintershall

Count: 

7

Sprinting Faint-hearted with Power

'Sprinting' for a 9 to 10 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Freightliner, Fuso, Maybach, Mercedes-Benz (formerly Daimler), Setra, Smart, Sterling, Thomas Built Buses, Western Star

Count: 

9

Speedy Near-Boycotter Sacrificer with Power

'Speedy' for a 7 to 8 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score; 'Sacrificer' for a 4 to 8 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Abbey Well, ades, AdGear, aha, Ambasa, Amita, Andina Calcio, Andina Nectar, Apollinaris, Appletiser, aquaBona, Aquactive, Aquapure, aquarius, aquasavana, Aqvaris, Arwa, Avra, Aybal-Kin, Bacardi, Barq’s, Barq’s Red Crème Soda, Beverly, Bibo, Big Crush, Big Tai, Bimbo, Bistra, Blue Sky, Bodyarmor SuperDrink, BonAqua BonActive, BotaniQ, BPM Energy, Burn, Canning’s, Cappy, Caprice, ciel, coke, Costa Coffee, dasani, dogadan, Dr Pepper, fairlife, Fanta, Far Coast, fresca, Fuze Tea, georgia, GLACÉAU Smartwater, gold peak tea, Harman International Industries, honest tea, I lohas, Inca Kola, inoccent smoothie, Iron Brew, Joyent, Kia-Ora, Kin Cider, Lilt, LoopPay , minute maid, Nordic Mist, Novaled , Oasis, peace tea, Powerade, Prismview, Proximal Data, Rose’s, Royal Tru, Samsung, Schweppes, simply, Simpress, SmartThings , smartwater, Sprite, The Coca-Cola Company, topochico, vitaminwater

Count: 

82

Speedy Half-hearted

'Speedy' for a 7 to 8 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score.

Companies/Brands:  Caltex, Chevron, Havoline, Texaco

Count: 

4

Speedy Faint-hearted Seriously-exposed with great Attitude & Power

'Speedy' for a 7 to 8 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Amoco, Ampm, Aral, BP, Castrol, Wild Bean Café

Count: 

6

Speedy Faint-hearted Seriously-exposed without Attitude but with Power

'Speedy' for a 7 to 8 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Jiffy Lube, Pennzoil, Quaker State, Rotella, Royal Dutch Shell, Shell PLC, V-Power

Count: 

7

Speedy Faint-hearted with Power

'Speedy' for a 7 to 8 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Align, All Good, Always, Ambi Pur, Amerisource Bergen, Anderson Packaging, Inc., Ariel, ASD Specialty Healthcare, Inc., Aussie, Bold, Bonux, Bounce, Bounty, Braun, Cascade, Charlie Banana, Charmin, Cheer, Clearblue, Crest, Daz, Downy, Dreft, Fairy, Fairy Non Bio, Febreze, Fixodent, Flash, Gain, Gillette, Head & Shoulders, Herbal Essences, Ivory, joy+glee, Lenor, Luvs, Metamucil, Microban 24, Mif, Mr.Clean, My black is beautiful, Nasivin, Native, Neurobion, New Chapter dietary supplements, Olay, Old Spice, Oral-B, Pampers, Pantene, Pepto-Bismol, Procter & Gamble, Puffs, Rindex 3en1, Safeguard, Salvo, Sangobion, Scope, Seven Seas, SK-II, Snowberry, Swiffer, Tampax, The Art of Shaving, This is L., UltraDowny, Venus, Viakal, Vicks, Zevo, ZzzQuil

Count: 

71

Near-Boycotter with great Attitude & Power

'Near Boycotter' for a 7 to 8 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Alienware, Dell Technologies, Inspiron, Otiplex, SecureWorks, Virtustream, Vostro, XPS

Count: 

8

Near-Boycotter with Power

'Near Boycotter' for a 7 to 8 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Deutsche Post DHL Group

Count: 

1

Half-hearted Seriously-exposed with Power

'Half-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Intel, Mobileye, Movidius

Count: 

3

Faint-hearted Seriously-exposed with great Attitude & Power

'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  AMERICANA, Café, ETERNA, Eurotech, Exxon Mobil, General Electric, Hotpoint, Mobil, Monogram, Profile Performance, XTO

Count: 

11

Faint-hearted Seriously-exposed without Attitude but with Power

'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Airbus, ATR (Airbus, Alenia Aeronautica, Leonardo), Daihatsu, Hino, Lexus, Ranz, Stelia Aerospace, Toyota Motor

Count: 

8

Faint-hearted with great Attitude & Power

'Faint-hearted' for a 1 to 4 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Bing, Edge, LinkedIn, Microsoft, MSN, Office, Skype, Windows

Count: 

8

Laggard Boycotter Sacrificer with Power

'Laggard' for a 0 to 5 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'Sacrificer' for a 4 to 8 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Apple, AuthenTec, Beats Electronics and Beats Music, Mobeewave, NeXT Software, Shazam, Siri Inc.

Count: 

7

Laggard Boycotter with great Attitude & Power

'Laggard' for a 0 to 5 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Accenture, Droga5, IMJ Corporation, SinnerSchrader, Trivadis AG

Count: 

5

Laggard Boycotter with Power

'Laggard' for a 0 to 5 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  alkove, Amazing Baby, Amazon, Amfit Nutrition, Arabella, Arthur Harvey, Basic Care, BELEI, Buttoned Down, Cable Stitch, Coastal Blue, Comfort Denim Outfitters, Daily Ritual, Ella Moon, Emma Riley, Eono, Fabric.com, Franklin Tailored, Goodthreads, Happy Belly, Haven Outerwear, House & Shields, Inkast Denim, Iris & Lily, James & Erin, Lark & Ro, Life Long, Mae, Mama Bear, Movian, Myx Store, NuPro, OWN PWR, Peak Performance Nutrition, Peak Velocity, Pinzon, Presto!, Ravenna Home, Revly, Scout & Ro, Simple Joys by Carter’s, Solimo, Spotted Zebra, Stone & Beam, Tiksounds, Umi, Vedaka, Wag, Wickedly Prime

Count: 

49

Laggard Boycotter

'Laggard' for a 0 to 5 Speed Score; 'Boycotter' for a 9 to 10 Degree Score.

Companies/Brands:  Booker, Budgens, Chokablok, F&F, Londis, Makro, One Stop, Parioli, Premier Stores, Tesco

Count: 

10

Laggard Near-Boycotter with Power

'Laggard' for a 0 to 5 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Glencore

Count: 

1

Laggard Near-Boycotter

'Laggard' for a 0 to 5 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score.

Companies/Brands:  Alenza, BANDAG, Blizzak, Bridgestone, DriveGuard, Dueler, FIRESTONE, FUZION, TIRES PLUS, Turanza, WHEEL WORKS

Count: 

11

Laggard Half-hearted Seriously-exposed with Power

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  LG Electronics

Count: 

1

Laggard Half-hearted with great Attitude & Power

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Alimentation Couche-Tard, Circle K, Collins Aerospace, Ingo, Pratt & Whitney, Raytheon Technologies

Count: 

6

Laggard Half-hearted with great Attitude

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 5 to 6 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score.

Companies/Brands:  Amundi, BforBank, Credit Agricole, IDIA Capital Investment, LCL, SODICA Corporate Finance

Count: 

6

Laggard Half-hearted with Power

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 5 to 6 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  U.S. Postal Service

Count: 

1

Laggard Half-hearted with Power

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Chassis Brakes, Hikoki, Hitachi, Hüco, Keihin, Kit Plus, Maxell, Nisin, Paraut, Tokico, Tuflong

Count: 

11

Laggard Half-hearted without Attitude but with Power

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Elster Group, EMS Technologies, Inc., Honeywell International, Intelligrated, Intermec, King’s Safetywear, RAE Systems, Sperian Protection, Xtralis

Count: 

9

Laggard Faint-hearted with great Attitude & Power

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Datsun, INFINITI, Nismo, Nissan Motor

Count: 

4

Speedy Faint-hearted without Attitude but with Power

'Speedy' for a 7 to 8 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Bank of China

Count: 

1

Faint-hearted

'Faint-hearted' for a 1 to 4 Degree Score.

Companies/Brands:  Alleanza Toro, Assicurazioni Generali, Europ Assistance Group, INA (Istituto Nazionale delle Assicurazioni)

Count: 

4

Laggard Half-hearted

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 5 to 6 Degree Score.

Companies/Brands:  Cover-More, Farmers Insurance Group, Hambro Life Assurance Plc, Zurich Insurance Group

Count: 

4

Laggard Faint-hearted Seriously-exposed with great Attitude & Power

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  AcneFree, AHC, Ambi, Amora, Atelier Cologne, Axe, Bango, Ben & Jerry’s, Biotherm, Botanicals Fresh Care, Breyers, Cacharel, Caress, Carita, Carol’s Daughter, CeraVe, Cheryl’s Cosmeceuticals, Cif, Clarisonic, Clear, Closeup, Comfort, Créateurs de Beauté, Dark & Lovely, Decléor, Degree, Dermablend, Diesel, Domestos, Dove, E.ON, essie, Galena Asset Management, Garnier, Giorgio Armani Beauty, Good Humor, Helena Rubinstein, Hellmann’s, House 99, Impala Terminals, Impulse, IT Cosmetics, Kéraskin Esthetics, Kérastase, Kiehl’s, Klondike, Knorr, L’Oréal, La Roche-Posay, Lancôme, Lever 2000, Lifebuoy, Liquid I.V., Logocos, Love Beauty&Planet, Lux, Magic Mask, Magnum, Maille, Maison Margiela Fragrances, Matrix Essentials, Maybelline New York, Mele, Mixa, Mizani, Nexxus, Niely, Noxzema, Nubian Heritage, Nyakio, Nyrstar, NYX Professional Makeup, Olly, OMO, Onnit, Paloma Picasso, Pond’s, Popsicle, PureOlogy Research, Q-Tips, Ralph Lauren Fragrances, Redken 5th Avenue NYC, Rexona/Degree, Roger & Gallet, Sanoflore, Schmidt’s, Seventh Generation, SheaMoisture, Shu Uemura, Simple, Sir Kensington’s, Skinceuticals, SmartyPats, SoftSheen-Carson, St. Ives, Stylenanda, Suave, Sunlight, Sunsilk, Surf, Talenti, Tazo, TFG Marine, The Vegetarian Butcher, Tigi, Trafigura Group, Tresemme, Unilever, Urban Decay, Valentino Beauty, Vaseline, Vichy, Wall’s, Yue Sai, Yves Saint Laurent Beauty

Count: 

115

Laggard Faint-hearted Seriously-exposed with Power

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  7UP, Abbott Laboratories, Acqua Panna, Aero, Agusha, Alinity, Alpo, Alvalle, Animax Broadcast Japan, Aquafina, Aunt Jemima, AXN, Bacconzitos, Baci Perugina, Baconzitos , Bakers Complete, Beneful, BinaxNOW, Blue Bottle Coffee, Boost, Bravia, Buitoni, Cap’n Crunch, Cardiomems, Cat Chow, Cerelac, Cheerios, Cheetos, Chef-Mate, Chester’s, chipsy, Chudo, Coffee-Mate, Confirm Rx, Copella, Cracker Jack, Cyber-shot, DiGiorno, Dog Chow, Domik v Derevne, Doritos, Dreyer’s, Duyvis, Ele Care, Elma Chips, Emperador, Ensure, Extrême, Fancy Feast, Felix, Fitness, Fortum, FreeStyle Libre, Friskies, Fritos, Fruktoviy Sad, Frustyle, Funyuns, Gallant ICD, Game Fuel, Gatorade, Gerber, Glucerna , Häagen-Dazs, Handycam, Heartmate, Herta, Hot Pockets, i-STAT, Imunele, Ivi, Izze, Juven, Kas, Kickstart, KitKat, Kurkure, La Laitière, Lay’s, Lean Cuisine, Lebedyansky, Life, LIFEWTR, Lion cereals, Lipton, Lubimy, Lucky, MADHOUSE, Madison Gate Records, Maggi, ManiMoto, Manzanita Sol, Marbo, Marias Gamesa, Memory Stick, Milkybar, Milo, Minor’s, Mirinda, Miss Vickie’s, MitraClip, Mountain Dew, Mövenpick, Mug root beer, muller, Munchies, Naked Juice, NaturNes, Near East, Nescafé, Nespresso, Nesquik, Nestea, Nestlé, Nido, Nobby’s Nuts, Off The Eaten Path, Paso de los Toros, Paw Ridge, Pedialyte, PediaSure, Pepsi, PepsiCo, Peptamen, Perrier, Pioneer Food, Pipers Crisps, Proclaim DRG, Propel, Quaker, Quality Street, Rice-A-Roni and Pasta Roni, Rold Gold, Rosquinhas, Ruffles, S.Pellegrino, Sabra, Sabritas, sakata, Saladitas, santitas, Sensations, Sierra Mist, Simba, Similac, Sjora, Smartfood, Smarties, Smiths, Snack A Jacks, SoBe, Sony, Stacy’s, Starbucks Coffee At Home, Stiksy, Stouffer’s, Sunbites, Thomy, Tostitos, TriStar Pictures, Tropicana, Twisties, Twistos, Uncle Chipps, Vesely Molochnik, Walkers, Walkman, Ya, Zone Perfect

Count: 

169

Laggard Faint-hearted Seriously-exposed without Attitude but with Power

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  HiSilicon, Huawei Investment & Holding, Proven Honour Capital Limited

Count: 

3

Laggard Faint-hearted with great Attitude & Power

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Acuvue, Aveeno, BAND-AID, Benadryl, Calpol, Clean & Clear, Codral, Dabao, Desitin, Doktor Mom, Dolormin, Dr.Ci:Labo, Exuviance, Frenadol, Imodium, Janssen COVID-19 vaccine, Johnson & Johnson, Le Petit Marseillais, Listerine, Lubriderm, Motrin, Neosporin, Neutrogena, Nicorette, O.B., OGX, ORSL, Penaten, Pepcid, Piz Buin, Polysporin, Regaine, Rogaine, Stayfree, Sudafed, TearScience, Tecnis, Tylenol, Visine, Zarbee’s, Zyrtec

Count: 

41

Laggard Faint-hearted with great Attitude

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score.

Companies/Brands:  Angel Risk Management Ltd, Axa, BROOKLYN, Dunlop , Srixon, Sumitomo, XL Insurance Company SE

Count: 

7

Laggard Faint-hearted

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score.

Companies/Brands:  Adfors, Allianz, Artex, Asturienne, B&B Hotels, Bank Handlowy, Bank One Corp, Bevego, BNP Paribas, Brasilit, British Gypsum, Brødrene Dahl, Cazenove Group, Celotex, Certainteed, Chatham Ventures, Inc., Chemical Equity Incorporated, Citigroup, CONSORSBANK, Creekstone Farms Premium Beef, Edison S.p.A., Electricité de France, Enel, Euler Hermes, Flexovit, Gavilon, Glassolutions, Goldman Sachs Group, Gyproc, Helena Agri Enterprises LLC, InstaMed, Isover, Jewson, JP Morgan, Leca, Marubeni, Marubeni Information Systems, Metalmark Capital, Norton, Pasquill, PIMCO, Placo, Rencol, Rigips, SageGlass, Saint-Gobain, Scotframe, Sekurit, SmartestEnergy, The Bear Stearns Companies Inc., Travelodge UK, Tygon, Vetrotech, Washington Mutual Inc., Weber, WePay

Count: 

56

Laggard Faint-hearted without Attitude but with Power

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  CK Hutchison Holdings, Hutch, ICI Paric XL, Kruidvat, Metro Broadcast Corporation, Mr. Juicy, ParknShop, Savers, Superdrug, The Perfume Shop, Three, Watsons, Watsons Water, Watsons’s Wine, Wind Tre

Count: 

15

Laggard Faint-hearted with Power

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  AutoCrew, Balay, Bosch Group, Coldex, Constructa, Dremel, Dynacord, Electro-Voice, ETAS, Gaggenau, HC Cargo, Home Connect, HSBC Holdings, ITK Engineering, Junkers, Neff, Pitsos, Profilo, Robinair, Telex, Thermador, Worcester Bosch, Zexel

Count: 

23

Shameless failing to use its Power without having to make a sacrifice

'Shameless' for continued involvement with Russia;'without having to make a sacrifice' for a 3 to below Exposure Score;'failing to use its Power' for a 4 to 10 in Power Score.

Companies/Brands:  A Twosome Place, A1 Plaza, Agricultural Bank of China, Alok Industries, ARMOR, Auto LPG, Aviation Industry Corp. of China, Band LTE, Baojun, Bestune, BLADE Network Technologies, C&D Reality, Century 21 Japan, Chateau de Viaud, ChemChina, China Baowu Steel Group, China Communications Construction, China Construction Bank, China Construction Design International, China FAW Group, China Harbour Engineering, China Mobile Communications, China National Offshore Oil, China National Petroleum, China Overseas Land and Investment, China Railway Construction, China Railway Engineering Group, China Road and Bridge Corporation, China State Construction Engineering, China Tea, China Telecommunications, CITIC Group, CJ Corp., CMHK, CMLink, COFCO, Country Garden Holdings, Cshop, D-CREASED, DEO2, DFI Retail Group, DOCOMO, Dongfeng Motor, Epic Games, FamilyMart, Flexipay, Food Warriors in Pink, Foodville, Ford Motor, Fortune, Foxmail, GAC Mitsubishi, GAC-FCA (Jeep), GAC-Honda, GAC-Mitsubishi, Georgia Gullini, GoTone, Greatwall, Grohmann Engineering GmbH, Guangzhou Automobile Industry Group, H.Lewis, Haima, Hamleys, Hibar Systems Ltd., Hongqi, Hunting World, Hycan, IdeaPad, Industrial & Commercial Bank of China, Itochu, Jardine Matheson, JD.com, Jiefang, Jio Platforms, Jiugui, John Holland Group, Joy City, Joycome, Kong Yiji, Legion, Lenovo Group, LeSportsac, Lianfa Reality, Lincoln, Machete, MacroMancini, Mandarin Oriental Hotel Group, Maxus, Maxwell Technologies Inc., Medion, Mengniu Dairy, MG, Mitsubishi Corp, Moment, Motorcraft, Motorola Mobility, Mumbai Indians, Nate, netmeds.com, Network18 Group, nice, Nippon Telegraph and Telephone, Nitrofill, NUGU, Omnicraft, OnlyVimal, People’s Insurance Co. of China, Perbix Machine Co. Inc., PetroChina, PROJECTEVE, Qidian, QQ, Qrobot, Quick Lane, Qwikmart, Reliance Industries, Roewe, SAIC Motor, Sinochem, SK Group, Smart Point, Smart Superstore, SolarCity Corp, Tencent Holdings, Tesla, ThinkPad, Tianyi, Timi Studio Group, Tokyo Electric Power, Trans-Connect, TRENDS, Troller, Trumpchi, United Object, Urban Ladder, VIPS (steakhouse), Wechat (Weixin), WeGame, WOMAI.COM, Xiamen C&D, Xiamen ITG Holding Group, XMXYG, Yoga, Yuejin, zivame, Zong

Count: 

146

Shameless without having to make a sacrifice

'Shameless' for continued involvement with Russia;'without having to make a sacrifice' for a 3 to below Exposure Score.

Companies/Brands:  Ahumada, Akpa A.Ş., Arçelik, Ark İnşaat, Aygaz, Bank of America, Beko, Benavides, Birmot, Catlettsburg Refining, LLC, CNH Industrial, Defy Appliances (Pty) Ltd, Demir-Export, Divan Group, Duane Reade, Düzey, Elektra Bregenz, EXOR Group, Ferrari, Flavel, Grundig, Japan Post Holdings, Koç Holding, Lipetgaz, Marathon Petroleum, Merrill Lynch, Mogaz, No. 7, Opet, Otokar, PartnerRe, Pürsu, RMK Marine, S-Oil, SABIC , Saudi Aramco, Sendeo, Setair, Setur, Setur Duty Free, Setur Marinas, Setur Select, Seturbiz.com, Seturmice, Soltan and Botanics, Tanı, The Economist, The International Maritime Industries, THY Opet, Tofaş, Token Financial Technologies, Toll Group, Tüpraş, TürkTraktör, Walgreens Boots Alliance, Waltrust Properties, Inc., Yapı Kredi, Yasref

Count: 

58

Shameless failing to use its power

'Shameless' for continued involvement with Russia;'failing to use its Power' for a 4 to 10 in Power Score.

Companies/Brands:  Alibaba Group Holding, AliExpress, Ant Financial, Auctiva, Cainiao, DingTalk, Feizhu, Gaode Map, Koubei, Lazada, Mitsui, Sinopec Group, Taobao, Tmall, UC Browser, Xianyu, Zhima Credit

Count: 

17

Total:

1164

Total: 1164

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our Moral Badges

Notice

The entire website and our rating methodology are based on a company’s involvement with Russia being measured by Announcements.

We measure this against the ways a company can be involved with Russia through its Activities.

Please also be aware of the Scope of our research, limitations due to Incomplete Information, our Rating Methodology , and our policy relating to any Errors, Omissions & Corrections.

Also, be aware that brands carry the rating information of the company that owns, controls or is associated with them as defined more precisely in Brands Displayed.

The basis of “Rating as of” date is explained here.

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We will be extending our service from the top 200 companies in the world to the top 500. We are interested in information about their continuing involvement with or in Russia from reliable published sources.

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