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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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Carita

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, 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 with the words, "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, rather than that it will not do 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

Carol’s Daughter

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, 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 with the words, "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, rather than that it will not do 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

Casa Solana

Rated as its parent Sysco
USA

Associated brands: Sysco, Arrezzio, Baker's Source, Block&Barrel, Buckhead Pride, Butcher's Block, Citavo, Earth Plus, Fire River Farms, House Recipe, Jade Mountain, Newport Pride , Pica y Salpica, Portico Seafood, Wholesome Farm

Speedy Boycotter without Attitude
i
77

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

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
1.0
De minimus Power
Potential economic impact
Post-invasion Events
10.0  Degree
What?
7.0  Speed
When?
0.0  Attitude
How?
Sysco has been an importer from Russia, with no other Activities. It reported that it is finding alternative suppliers in a clear statement of disconnection with Russia.
Date of Announcement: 17 March 2022
Our Moral Verdict
Not an interesting story. This giant company is only a small importer from Russia which was easily able to quit and switch its sourcing elsewhere. To its credit, it moved quite fast, and we gave it a Leader of Pack bonus for being ahead of its sector. We didn't spot any comment about Russia or the war, so it is classed as a Strong Silent Type. Nor did we see any contribution to Ukraine, so, combined with the statement silence, it ended with a zero Attitude Score. Anyway, it did get out and ahead of its peers.
Rating as of: 17 March 2022

Cascade

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, 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, Zevo, 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 went 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. To make matters worse, it would be a small Sacrifice even if the company withdrew from every product because we estimate Russia at less than 1% of profits. To make matters worse still, 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

Castrol

Rated as its parent BP
Britain

Associated brands: BP, Amoco, Ampm, Aral, Wild Bean Café

Speedy Faint-hearted Seriously-exposed with great Attitude & Power
i
57

'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.

Pre-invasion Status
10.0
Extreme Exposure
Potential sacrifice
5.0
Average Power
Potential economic impact
Post-invasion Events
4.0  Degree
What?
7.0  Speed
When?
10.0  Attitude
How?
The company stated it recognizes "Russia's attack on Ukraine" as "an act of aggression", and concluded that its "involvement with Rosneft, a state-owned enterprise... cannot continue". It "will exit" its shareholding in Rosneft where it has held a 19.75% since 2013. The statement said that both BP-nominated directors resigned from the Rosneft board. Changes to its accounting treatment of Rosneft mean that the British gas giant will "no longer recognize a share in Rosneft’s net income, production and reserves".
Date of Announcement: 27 February 2022
Our Moral Verdict
BP is a mixed picture. It moved lightning fast and might have had a statement ready in advance of the invasion, beating its peers to the punch and setting off a Domino Exit within the sector: Shell and Equinor the next day, and Exxon Mobil, Chevron, and ENI a day after that, followed by many others in the industry. Moreover, BP made a picture-perfect leadership statement and its donations to Ukraine were generous, fast, detailed and involved its own employees in the field. On top of that, its Exposure is immense. 5% of profitability or cash flow is one of the highest we have monitored. So far, so good. However, its rating was harmed by absence of real actions: the assets must be disposed of. Not many people want to buy Russian assets and their value is huge, making it harder to find someone with deep enough pockets. We rate Announcements of unsold assets without a concrete timeframe with a Degree Score of 4 because, unless the sale of the asset actually happens, there is zero economic impact on Russia and it remains an empty promise. Companies may be unable to find a buyer or find offers insultingly low. Indeed, it's an interesting moral question how many low offers a company should be allowed to reject before accepting what may actually be today’s full market price for Russian assets. In fact, we predict that many promised sales of foreign-owned Russian assets will never be realized because local offers for them will be rejected and the process may run on long enough till the seller can justify canceling it. BP reporting it will not recognize the Rosneft assets and profits in its accounts does not mean that BP won't recognize them in the future if the shares can't be sold and BP can then justify patching things up with Russia. The company has been rated under the rules of Full but Incomplete, but this is one to watch for an Upgrade if BP indeed completes the sale or for a U-Turn if our fears come to pass. BP, currently you are classed as an Asset Sloth with 57 points. Make sure you offload your Russian assets without delay and don't be tempted to sell them to another foreign company which would simply fill your shoes with another foreign investor in Russia, as Shell is reported to be trying to do with Chinese buyers. If you do, we will classify it as a Circular Exit.
Rating as of: 12 April 2022

Catlettsburg Refining, LLC

Rated as its parent Marathon Petroleum
USA

Associated brands: Marathon Petroleum

Shameless without having to make a sacrifice
i
-7

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

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
2.0
Low Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
On 2 March, Bloomberg published an article stating Marathon was the largest USA buyer of Russian crude in 2021. Marathon declined to comment on whether it would halt purchases.
Date of Announcement: 2 March 2022
Our Moral Verdict

Marathon is not a major player in Russia. Even though the company is the largest US importer of Russian oil, the United States is such a small importer itself that it doesn't add up to very much in Power over Russia, nor even in Exposure to Marathon. The company can relatively easily source elsewhere in this commodity market.

Marathon is lucky compared to most of the major oil groups in the world which are up to their ears in Russia, with stakes in production and other operations inside the country worth billions and accounting for significant shares of their profits. Selling assets in a foreign country is clearly vastly more difficult and economically damaging than switching supplier. Many of these oil companies have made commitments to withdraw and have disclosed a fair amount of detail. So, it is disappointing that Marathon did not even respond when asked by Bloomberg if it would stop buying from Russia. Sanctions will no doubt force its hand.

Rating as of: 2 March 2022

Cazenove Group

Rated as its parent JP Morgan
USA

Associated brands: JP Morgan, Bank One Corp, Chatham Ventures, Inc., Chemical Equity Incorporated, InstaMed, The Bear Stearns Companies Inc., Washington Mutual Inc., WePay

Laggard Faint-hearted
i
17

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

Pre-invasion Status
2.0
Low Exposure
Potential sacrifice
1.0
De minimus Power
Potential economic impact
Post-invasion Events
2.0  Degree
What?
2.0  Speed
When?
2.5  Attitude
How?

JPMorgan said it would be "unwinding", "in compliance with directives by governments around the world" and had not been “pursuing any new business”. The bank added, “current activities are limited, including helping global clients address and close out pre-existing obligations; managing their Russian-related risk; acting as a custodian to our clients; and taking care of our employees.”

JPMorgan was later criticized by Senator Elizabeth Warren for continuing to trade Russian debt on the secondary market. She described JPMorgan’s actions, along with Goldman Sachs’, as “war profiteering”.

Date of Announcement: 10 March 2022
Our Moral Verdict

Reading what banks have done about Russia is like playing a game of ‘Spot the Difference’. JPMorgan said it would be “unwinding” its Russian business, Goldman Sachs said it would be “winding down”. These two parrots said almost the same thing on the same day. Then, three others followed the parrots like sheep out of Russia, half-heartedly: Citi gave the excuse of “new business or clients”, HSBC “new business or customers” and BNP “any new business”. Either they must think the same way or be using the same PR strategist. These excuses make them all Nibblers.

JPMorgan’s statement is too vague to get many points from us. When will this famous unwinding actually start or be completed? Moreover, doing the wrong thing to help others do the right thing sounds like a moral derivative rather than the financial derivative JPMorgan invented in 1994. We also wonder how much money there is to be made by “helping” others. This and the bank’s excuse for delay also being needed to take care of employees classifies it as what we politely call a Confused Humanitarian in our lexicon. Finally, if that is not enough to be embarrassed about, the bank continued to trade Russian debt through a loophole.

Banding together with peers is worse than misbehaving on its own. This adds to the contagion effect which is why we give Leader of the Pack bonuses to discourage sheeplike behavior. Besides, safety in numbers may seem like a clever strategy until you’re exposed as being in the doghouse, which is how we rate this bunch of banks. We are calling them all out for not getting out properly.

The investment banking pioneer should show some pioneering spirit, break ranks, and get credit for launching a Domino Effect on the rest of the flock. It’s a pity when a company known for being fast and courageous for its own profit is so slow and morally uncourageous when the profit isn’t there.

Rating as of: 17 March 2022

Celotex

Rated as its parent Saint-Gobain
France

Associated brands: Saint-Gobain, Adfors, British Gypsum, Certainteed, Isover, Jewson, Norton, Placo, Weber, Artex, Asturienne, Bevego, Brasilit, Brødrene Dahl, Flexovit, Glassolutions, Gyproc, Leca, Pasquill, Rencol, Rigips, SageGlass, Scotframe, Sekurit, Tygon, Vetrotech

Laggard Faint-hearted
i
32

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

Pre-invasion Status
1.3
De minimus Exposure
Potential sacrifice
1.9
Low Power
Potential economic impact
Post-invasion Events
3.6  Degree
What?
3.0  Speed
When?
5.0  Attitude
How?

Saint-Gobain has stopped exports and imports with Russia and Belarus. It said, "Local activities are now operating at a minimum and in autonomous mode to maintain the employment of employees and to mitigate the consequences of this war for them and their families, in accordance with our corporate social responsibility".

The company also stated that all "investment projects" had been canceled. In addition to showing "solidarity" with Ukraine, it said, "The group strongly condemns this war."

Date of Announcement: 22 March 2022
Our Moral Verdict

Saint-Gobain is a Confused Humanitarian, in this case on behalf of Russian employees and families, citing social responsibility in its company policies as the reason it would continue production in Russia. Social responsibility needs to extend to the impact you have on society at large and not just employees. The use of the words "as a minimum" to describe ongoing production is vague. It also threw in a Red Herring about not making future investments.

Continuing some level of production, regardless of the excuse, gets a low credit in Degree, which was brought up a bit for completely withdrawing from exports and imports. The company was also slow to do so little, following CRH and Holcim by nearly three weeks, for which it got a Chicken Penalty.

This too-little-too-late company at least condemned the war, which qualified it for Denouncer status, but the contrast between the poor action and strong words put it into the Big Talker category. We calculated its Exposure at only 1.3 which makes all of its efforts to explain itself even less understandable.

Rating as of: 1 April 2022

Centrica

Public
Britain

Associated brands: British Gas, Direct Energy, Dyno, Hive, Local Heroes

Sprinting Boycotter
i
91

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

Pre-invasion Status
2.0
Low Exposure
Potential sacrifice
1.0
De minimus Power
Potential economic impact
Post-invasion Events
9.0  Degree
What?
10.0  Speed
When?
5.0  Attitude
How?
In an email statement reported by Reuters, Centrica, the owner of Britain's largest energy supplier British Gas, said it would get out of its gas supply agreements with its Russian counterparts, principally Gazprom, citing "needless loss of lives."
Date of Announcement: 1 March 2022
Our Moral Verdict
The company moved fast and beat the rest of its sector by more than a week, getting a Leader of the Pack Bonus of 2 points for Speed. Its statement was framed as an intention, but given the implied feasibility of cutting such contracts, we deducted only one point from Degree for Incompleteness. Centrica's Exposure was low because it could obtain gas elsewhere and pass on increased costs to customers. Meanwhile, in the absence of a unified blockade against Russia, the commodity nature of gas means Centrica's Power is also limited. In the words "needless loss of life", we see implied admonishment of Russia, so we classed it as a Denouncer, but the total Attitude Score was brought down to 5 because we didn't spot any donation to Ukraine. This is a solid and standard withdrawal from Russia, where the company did almost as much as it could.
Rating as of: 11 May 2022

Century 21 Japan

Rated as its parent Itochu
Japan

Associated brands: Itochu, FamilyMart, Hunting World, LeSportsac

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?
Itochu imports from Russia and owns a stake in the Russian project Sakhalin-1. According to Reuters, it declined to comment on its plans for this investment. We have not monitored an Announcement.
Our Moral Verdict

Itochu is like an identical, immoral triplet of Mitsubishi and Mitsui: all are in Sakhalin projects, and all are under pressure to make a moral choice. None of them have made an Announcement, and none of them look good compared to fellow Japanese company Marubeni, which is also a Sakhalin investor. At least, in Marubeni’s case, the CEO disagreed with Japan’s government policy, denounced Russia, and said it would not do any new business with Russia.

If the immoral triplets want to feel even worse about their behaviour, they should compare themselves to non-Japanese companies in the West. Exxon Mobil also owns a stake in Sakhalin, is trying to sell out and has declared force majeure. With such low Exposure, we really wonder whether Itochu shareholders are any richer as a result!

Rating as of: 3 May 2022
1 … 11 12 13 14 15 … 72

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:  United Parcel Service, UPS Logistics

Count: 

2

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

'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 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 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

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, Diem, Facebook, Instagram, IQOS, L&M, Mapillary, Marlboro, Messenger, Meta (formerly Facebook), Muratti, Oculus, Parliament, Philip Morris International, TotalEnergies, WhatsApp, Workplace

Count: 

18

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:  AdGear, Harman International Industries, Joyent, LoopPay , Novaled , Prismview, Proximal Data, Samsung, Simpress, SmartThings 

Count: 

10

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 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 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

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 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 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 Faint-hearted (Upgraded with 20 bonus points for exiting fully and completely)

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

Companies/Brands:  Enel

Count: 

1

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

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

Count: 

53

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:  Abbott Laboratories, Alinity, Animax Broadcast Japan, AXN, BinaxNOW, Bravia, Cardiomems, Confirm Rx, Cyber-shot, Ele Care, Ensure, Fortum, FreeStyle Libre, Gallant ICD, Glucerna , Handycam, Heartmate, i-STAT, Juven, MADHOUSE, Madison Gate Records, Memory Stick, MitraClip, Pedialyte, PediaSure, Proclaim DRG, Similac, Sony, TriStar Pictures, Walkman, Zone Perfect

Count: 

31

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

'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, 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, Euler Hermes, Flexovit, Gavilon, Glassolutions, 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., Tygon, Vetrotech, Washington Mutual Inc., Weber, WePay

Count: 

50

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, ITK Engineering, Junkers, Neff, Pitsos, Profilo, Robinair, Telex, Thermador, Worcester Bosch, Zexel

Count: 

22

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, Agricultural Bank of China, Aviation Industry Corp. of China, Band LTE, Baojun, Bestune, BLADE Network Technologies, Century 21 Japan, Chateau de Viaud, ChemChina, 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, DFI Retail Group, DOCOMO, Dongfeng Motor, Epic Games, FamilyMart, Foodville, Fortune, Foxmail, GAC-FCA (Jeep), GAC-Honda, GAC-Mitsubishi, GoTone, Greatwall, Grohmann Engineering GmbH, Guangzhou Automobile Industry Group, Haima, Hibar Systems Ltd., Hongqi, Hunting World, Hycan, IdeaPad, Industrial & Commercial Bank of China, Itochu, Jardine Matheson, JD.com, Jiefang, Jiugui, John Holland Group, Joy City, Joycome, Kong Yiji, Legion, Lenovo Group, LeSportsac, Machete, Mandarin Oriental Hotel Group, Maxus, Maxwell Technologies Inc., Medion, Mengniu Dairy, MG, Moment, Motorola Mobility, Nate, Nippon Telegraph and Telephone, NUGU, People’s Insurance Co. of China, Perbix Machine Co. Inc., PetroChina, Qidian, QQ, Qrobot, Roewe, SAIC Motor, Sinochem, SK Group, SolarCity Corp, Tencent Holdings, Tesla, ThinkPad, Tianyi, Timi Studio Group, Tokyo Electric Power, Trumpchi, United Object, VIPS (steakhouse), Wechat (Weixin), WeGame, WOMAI.COM, Xiamen ITG Holding Group, XMXYG, Yoga, Yuejin, Zong

Count: 

105

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, Sinopec Group, Taobao, Tmall, UC Browser, Xianyu, Zhima Credit

Count: 

16

Total:

719

Total: 719

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our Moral Badges

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