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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YouTube

Rated as its parent Alphabet
USA

Associated brands: Alphabet, Calico, DoubleClick, Fitbit, Google, Looker, Loon, Nest, Verily, Waymo LLC, Waze, Wing

Boycotter with great Attitude & Power
i
78

'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
10.0
Average Power
Potential economic impact
Post-invasion Events
10.0  Degree
What?
6.0  Speed
When?
5.5  Attitude
How?
Google first paused ads from state-funded Russian entities on 28 February, before pausing all Russian ads a few days later (3 March). It is also part of initiatives to help war-afflicted Ukrainians, such as rolling out a rapid Air Raid Alerts system for Android phones in Ukraine, helping those affected get to safety. It has not removed Russian access to free services (such as Google search and Youtube), and this is in alignment with the idea that big tech corporations can help to prevent the spread of misinformation and Russian propaganda. These actions were in response to the Russian "invasion" of Ukraine, which it described as "a tragedy".  Bloomberg also reports it operates an office in Russia, whose staff have been relocated (mostly to Dubai, where the company has a large presence).
Date of Announcement: 3 March 2022
Our Moral Verdict

The contrast between Alphabet's Google and Meta's Facebook is brought alive by our rating rules being imposed on both of their stories. Both companies look like they are doing a lot, but Alphabet comes out as the clear moral winner. Both companies quickly decided to cut advertising from Russian state media. Meta basically left it at that. Alphabet, however, had within five days announced it would cut all Russian advertising.

Rated on the basis of its deeper withdrawal, Alphabet got a lower Speed score including a Chicken Penalty (it was slower than Meta also for the initial move against Russian state-controlled media). However, we consider Alphabet's withdrawal Full & Complete with a 10 score for Degree, compared to Meta's score of just 2. Also, Alphabet was a Denouncer of Russia, having the gut to use the word "invasion" which the Russian government hates, compared to Meta's Mealy-Mouther statement. At the end of the day, Google isn't making money from Russian advertising and isn't helping the Russian economy as a result.

Alphabet has an extreme Power level, just as Meta had, because of both economic power by being able to disconnect a major advertising medium from Russian companies, but also because of the Ostracizing effect of being able to let tens of millions of Russians know that a Russian company is persona non grata, for which we gave both companies 10 in Power. However, doing the right thing was less expensive for Alphabet than Meta, which may explain why Meta has failed to do so. Alphabet's Russian revenues were 0.4% versus 1.8% for Meta. This de minimus Exposure of Alphabet put it in the enviable position of looking at a 1,000% Return on Sacrifice opportunity. Either this moral-commercial trade-off was irresistible to Alphabet, or it simply never contemplated its own small Sacrifice and just chose to do the right thing.

Rating as of: 20 April 2022

Yue Sai

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, AcneFree, 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

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

Yuejin

Rated as its parent SAIC Motor
China

Associated brands: SAIC Motor, Maxus, MG, Roewe, Baojun

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 was found about the company's plans for discontinuing its car and van exports to Russia. On 24 March, the FT reported that the company has been planning to increase its exports to Russia.
Our Moral Verdict
China's largest car producer (5 million cars/year) needs to stop selling cars and vans to Russia and join Western auto producers in cutting off Russia.  The other major Chinese auto makers (Dongfeng, FAW and Guangzhou Automobile Industry Group) have also continued working with Russia and have said very little (apart from GAIG).  Each wields psychological and strategic Power over Russia which can be realized with such an action, beyond its own small economic impact.
Rating as of: 3 May 2022

Yves Saint Laurent Beauty

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, AcneFree, 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

Zarbee’s

Rated as its parent Johnson & Johnson
USA

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

Laggard Faint-hearted with great Attitude & Power
i
10

'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.

Pre-invasion Status
3.0
Low Exposure
Potential sacrifice
7.0
High Power
Potential economic impact
Post-invasion Events
1.0  Degree
What?
2.0  Speed
When?
5.5  Attitude
How?

On 4 March, J&J said, "we believe access to healthcare is fundamental" and said it was "committed to providing access to our essential medical products in the countries where we operate, in compliance with current international sanctions." It added, "Johnson & Johnson comes together with the world in support of Ukraine. We are deeply concerned by the ongoing conflict, and we stand with all the innocent people affected."

In its Announcement on 29 March, it said it had "suspended supply" of personal care products in Russia and doubled its humanitarian support to $10 million. In addition to these measures, it suspended "any additional investment in Russia".

Date of Announcement: 29 March 2022
Our Moral Verdict

This is a murky picture of many Shades of Red, made murkier by the difference between personal care and other products. It is difficult to assess how much J&J has withdrawn from Russia. Leaving aside the 4 March statement – when it showed itself to be a Confused Humanitarian instead of making any concrete withdrawal statement – it eventually grasped the nettle.

On 29 March, the company referred to what it had already done "in early March". We call this a Retroactive. The Announcement claimed it had "suspended all advertising, enrolment in clinical trials, and any additional investment in Russia". We consider the last point a Red Herring. Which Western company would seriously make an investment in Russia in the foreseeable future? The company also said it would cut the sale of personal care products.

All of this sounds like progress. Stopping advertising may not be significant if the salesforce and supporting personnel of over 1,000 in the CIS continue. Not starting new clinical trials equally may not be important if the multi-year existing trials continue in Russia and J&J can start new ones in any other country. Moreover, ceasing personal care exports may be a tiny fraction of Russian revenues for J&J. Finally, we didn't see any mention of the J&J Institute in Russia which looks like an important sales-supporting organization. In short, this is a fairly paltry action when looking at the scale of J&J involvement in the Russian market. Without disclosure of the relative proportions of what is continuing and what is stopped, we estimated it at a 10% withdrawal with 1 point for Degree.

J&J's Speed was also disappointing. It was last among a long list of companies for which we logged Announcements before 29 March: Merck, Novartis, AstraZeneca, Pfizer, Bayer, Eli Lilly, Bristol-Myers Squibb, AbbVie, GlaxoSmithKline, Boehringer Ingelheim, Takeda Pharmaceutical, Sanofi, and Gilead Sciences. For its position, we gave J&J a Chicken Penalty.

The silver lining in this too-little-too-late behavior was that we were able to credit the company with being a Denouncer for use of the words “in support of Ukraine". These words are not spoken lightly by any company that wants to get back into the Russian market.

But even silver linings can be clouded over. While the financial assistance to Ukraine, disclosed on 4 March, was welcome, it looked hypocritical compared to the company making no disclosure about stopping personal care sales and waiting three weeks to do that. How can you be profiting from trading with and supporting the economy of one country while you are spending some of your profits supporting its victims, while you have also admonished the perpetrator? For being embroiled in this Immoral Vicious Cycle, we classified J&J as a Do-gooder-do-badder. And, for having said more than it did, it is a Big Talker. Our message is: don't try to be too clever, just do the right thing from the start.

Rating as of: 29 March 2022

Zevo

Rated as its parent Procter & Gamble
USA

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

Speedy Faint-hearted with Power
i
37

'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.

Pre-invasion Status
2.0
Low Exposure
Potential sacrifice
8.5
Extreme Power
Potential economic impact
Post-invasion Events
2.5  Degree
What?
7.0  Speed
When?
2.5  Attitude
How?

The company discontinued "new capital investments" in Russia, and suspended media, advertising, and promotion. It reduced its Russian activities "significantly" to "focus" on providing "basic health, hygiene and personal care items" needed by Russians who "depend on them", as per its 7 March Announcement.

The company condemned aggression "in any circumstance" and said its hearts go out to "all people who endure the unspeakable toll of war". It said it would support its employees in Russia.

Date of Announcement: 7 March 2022
Our Moral Verdict
P&G got almost everything wrong except the timing. It beat Unilever and L’Oréal by 24 hours, for which it got a Leader of the Pack bonus. After that, everything is downhill. Its move was Partial & Incomplete. Partial because it excluded health-related products, as a Confused Humanitarian does, and Incomplete by continuing to support employees, as a Nibbler does. Although it used the word "focus" to describe the continuing products, we don't know if it is focused on the majority of what it had. On top of that, after a Red Herring statement about not making future investments, it had poor Attitude, with a Mealy-Mouther statement that didn't clearly take sides. Compare this bad behavior to what would be a small Sacrifice even if it withdrew from every product irrevocably because we estimate Russia at less than 1% of profits. To make matters worse, this small Exposure compares to a Power Score of 8.5 since P&G employs about 5,000 people in Russia and could have had an Ostracizing effect by pulling so many consumer brands from the shelves. This meant P&G was looking at an 850% Return on Sacrifice. It's a pity it made only a slice of this commercial-moral investment. It needs to cut the rest and sell the factories.
Rating as of: 7 March 2022

Zexel

Rated as its parent Bosch Group
Germany

Associated brands: Bosch Group, AutoCrew, Balay, Coldex, Constructa, Dremel, Dynacord, Electro-Voice, ETAS, Gaggenau, HC Cargo, Home Connect, ITK Engineering, Junkers, Neff, Pitsos, Profilo, Robinair, Telex, Thermador, Worcester Bosch

Laggard Faint-hearted with Power
i
-4

'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.

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
9.5
Extreme Power
Potential economic impact
Post-invasion Events
0.1  Degree
What?
1.0  Speed
When?
5.0  Attitude
How?
Bosch was reported by Bloomberg to have "halted deliveries of truck components to Russian customers" as parts "may have been misused" by the Russian infantry. The article also reported "that production in its Russian factories would be cut back due to disrupted supply chains and the halt of deliveries", and that it "anticipates suspending production completely in all its Russian factories, including its household-goods plant in St. Petersburg." Regarding the situation in Ukraine, it said, "war can never be the answer to political conflict" in a company statement.
Date of Announcement: 16 March 2022
Our Moral Verdict
Bosch wasn't serious about leaving Russia. That was bad enough, but it was able to hide in the same boat as other companies remaining in Russia. That safety-in-numbers game came to a crashing end when Ukrainian Foreign Minister Dmytro Kuleba claimed Bosch parts were found in Russian military vehicles. Bosch suddenly became not only a company failing to leave but allegedly also breaking EU sanctions. The company's response was pitiful. Then would have been the moment to get out of Russia completely rather than keeping options open with Russia when under so much scrutiny. The Announcement itself committed to ceasing supplies of truck components and added the company "anticipates suspending" production in Russia. The "anticipates" means it failed to get credit from us for that part, and the "suspending" would make it a Mothballer anyway. In terms of timing, even when Bosch did make a move, it was later than the rest of the sector, along with Bridgestone, and trailing other auto parts producers pulling out of Russia such as Tata Motors, Hyundai, Mazda, Magna, ZF Freidrichshafen, Continental, and Zhejiang Geely, for which it gets a Chicken Penalty. It also lost Speed points because it received criticism from the Ukrainian government before making its Announcement. This litany of deficiencies eroded its Moral Rating down to minus 4 points, which is the lowest rating given for a company that has left Russia.
Rating as of: 22 March 2022

Zhima Credit

Rated as its parent Alibaba Group Holding
China

Associated brands: Alibaba Group Holding, AliExpress, Lazada, Taobao, Tmall, Ant Financial, Auctiva, Cainiao, DingTalk, Feizhu, Gaode Map, Koubei, UC Browser, Xianyu

Shameless failing to use its power
i
-13

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

Pre-invasion Status
3.8
Average Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
The company classifies its activities in Russia as an investment, called AliExpress Russia (a joint venture, of which it owns 48%). AliExpress Russia currently controls about 10% of Russia's e-commerce market. Nikkei Asia first reported via an "employee with knowledge on the matter" that "its joint venture in Russia has laid off about 40% of employees since the invasion of Ukraine". This is believed to be a result of Western sanctions' impact on the Russian market, leaving these positions untenable for the company.
Our Moral Verdict
We were not sure whether we should compare Alibaba morally with Amazon, to show the contrast, or with fellow-Chinese company JD.com, to show the moral similarity. One is a comparison of apples and oranges and the other a comparison of two rotten apples. Comparing a company from a democracy with one from a totalitarian state is dramatic but perhaps obvious. We will look at Alibaba both ways. Amazon is one of a handful of companies in the world that has been able to get out of Russia completely. We graded it Full & Complete twelve days after the invasion. Alibaba is at the opposite end of the spectrum. It's a pity that the two companies don't have the same customers because the moral difference might win Amazon a lot of new users. Like JD.com, Alibaba operates in Russia with its strong local partner in Russia, with Alibaba owning 48% in AliExpress. Both JD.com and Alibaba ship Chinese and foreign goods into Russia from their own China-based platforms. Both have the Chinese government as cover for their inactions and both stand to gain from Russia's increasing dependence on trade with China. Indeed, we could say one is copying the other, were it not for the fact that inaction has no date to show which failed to act first. The only difference we see is in Exposure level. Alibaba's 48% stake in AliExpress is worth $3.2bn (1.25% of Alibaba's own market value), which translates to a 3.8 Exposure Score. This compares to JD's Exposure level of 2. So, mathematically, we can say that Alibaba is 75% less likely, or at least less motivated, to leave Russia. Unless of course one chooses to be more moral than the other!
Rating as of: 13 May 2022

zivame

Rated as its parent Reliance Industries
India

Associated brands: Reliance Industries, Alok Industries, Jio Platforms, Mumbai Indians, Network18 Group, A1 Plaza, 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

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

Zone Perfect

Rated as its parent Abbott Laboratories
USA

Associated brands: Abbott Laboratories, Ele Care, Similac, 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

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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