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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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Cloudant

Rated as its parent International Business Machines
USA

Associated brands: International Business Machines, Cognos Inc, Red Hat Inc., SoftLayer Technologies Inc., API Connect, Aspera, Atlas, Blueworks Live, CICS, Cloud Pak

Sprinting Half-hearted Seriously-exposed with great Attitude & Power
i
63

'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.

Pre-invasion Status
10.0
Extreme Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
5.0  Degree
What?
9.0  Speed
When?
5.0  Attitude
How?

On 2 March, IBM described the "deteriorating situation involving Ukraine and Russia". Reuters reported that IBM had taken no sides on a call with employees that day and hundreds of workers had objected in response. Apparently, the CEO may have used the word "conflict" because next he said, "I'd like to acknowledge that the correct word to use is "war" not "conflict." He added, "we condemn the Russian war in Ukraine."

In terms of its plans, on 3 March IBM said, "In addition to not selling technology in Russia, we do not do business with Russian military organizations". On 6 March, IBM revised its position saying it had "stopped selling technology in Russia". Then, on 7 March, the CEO said he had heard from many employees and revised the position yet again, saying, "we have suspended all business in Russia." The Wall Street Journal has reported that companies including IBM have faced threats from the Russian government of arrest or asset seizures for withdrawing or criticizing Russia. On 9 May, the CEO told Reuters, "The government has not really taken our assets," and in the same interview said the company's ability to keep supporting employees in Russia "may go away" as sanctions build. On 7 June, it had “started to lay off its employees” in light of escalating sanctions impact its ability to retain its staff.

Date of Announcement: 7 March 2022
Our Moral Verdict
This is a story of pulling teeth. It looks like IBM management didn't want its teeth pulled and it has been reported that people ranging from its Ukrainian employees, mainstream employees and the Ukrainian government wanted them pulled. The story of IBM's cutting of Russian links looks like 'too little, too late' in both actions and words. The statements about the war morphed almost by the day, as did statements about what IBM was exactly doing or not. After the dust settled, the CEO said, "We're all learning as we go." You can say that again. Since the statements were on each other's heels, we rated the company on the last of the string, that of 7 March. On this basis, the Announcement is Full, in the sense that the company did make the commitment across all lines of business. However, it's incomplete because the operations are not slated for sale. Indeed, IBM was keeping employees on the payroll, with the argument that it was not their fault (true, but irrelevant to our rating system). For making the employee carve-out, IBM is classified as Nibbler. Despite all of this gnashing of teeth, the company was actually fast compared to the Announcements from peers, a week ahead of Fujitsu, two weeks ahead of NEC and a month ahead of Accenture, for which we gave IBM a Leader of Pack Bonus. Its Attitude Score was harmed by abysmal leadership comments on the war and low financial support for Ukraine as a percentage of profits. IBM has a lot of Exposure to Russia. Based on the CFO telling the Wall Street Journal that 3.48% of its profits were involved, we initially gave it an 8 Exposure Score but topped this up to 10 because it has been threatened by the Russian government in the form of arrest or expropriation. IBM had a 10 in Power over Russia because of its Pull the Rug effect which is significant. This is a company that looks like it is being dragged out of Russia by a combination of sanctions, unhappy employees, and an unhappy sovereign government on its case. Thankfully, it has been forced to take a position it will find difficult to row back from if the wind changes slightly. We are watching to see if it disbands its employees and reaches a greater point of no return.
Rating as of: 7 June 2022

CMHK

Rated as its parent China Mobile Communications
China

Associated brands: China Mobile Communications, CMLink, Zong, GoTone

Shameless failing to use its Power without having to make a sacrifice
i
-14

'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
10.0
Extreme Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
China Mobile Communications’ site says it has operations and investments in Russia through a subsidiary. We have not identified any Announcement.
Our Moral Verdict
Like its compatriot with almost exactly the same name (China Telecommunications), why can’t CMC at least do something like Huawei, which has started to pull out of Russia even though it didn’t feel able to disclose this publicly.
Rating as of: 1 May 2022

CMLink

Rated as its parent China Mobile Communications
China

Associated brands: China Mobile Communications, CMHK, Zong, GoTone

Shameless failing to use its Power without having to make a sacrifice
i
-14

'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
10.0
Extreme Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
China Mobile Communications’ site says it has operations and investments in Russia through a subsidiary. We have not identified any Announcement.
Our Moral Verdict
Like its compatriot with almost exactly the same name (China Telecommunications), why can’t CMC at least do something like Huawei, which has started to pull out of Russia even though it didn’t feel able to disclose this publicly.
Rating as of: 1 May 2022

CNBC

Rated as its parent Comcast
USA

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

Boycotter without Attitude but with Power
i
65

'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.

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
8.7  Degree
What?
6.0  Speed
When?
0.0  Attitude
How?
According to Universal's company statement, Comcast-owned Universal Pictures, "paused planned theatrical releases in Russia." The next day, Russia lost its retransmission on the Sky platforms that are owned by Comcast, as reported by Broadband TV News. On March 8th, Universal Music Group, owned by Comcast, said via a company statement that it was "suspending all operations in Russia and closing [its] offices there." Comcast Business also said that it is "waiving charges for calls, data, and Global Travel Pass usage to and from Ukraine" for customers from 20 February to 31 May.
Date of Announcement: 1 March 2022
Our Moral Verdict
Comcast's Announcement was Full and almost Complete, which is why it didn't get a 10 in Degree. It was quite fast to make its move, but other peers got out first, resulting in 6 for Speed. The company fell behind on Attitude. We didn't spot a statement about the war, so we classed it as a Strong Silent Type. Nor did we monitor any donation to help Ukraine. All of these factors eroded its Moral Rating and brought it down to 65. Breaking with Russia was a good moral-commercial move to make. We calculated the Exposure across the different businesses at 1 compared to the 10 it had in Power. We give mass market entertainment channels and services credit for a high Multiplier Effect because of their Ostracizing impact on large numbers of people locally. The result is that Comcast was looking at a 10 to 1 Return on Sacrifice opportunity and it's no surprise that it made the decision to get out.
Rating as of: 8 March 2022

CNH Industrial

Rated as its parent EXOR Group
Netherlands

Associated brands: EXOR Group, Ferrari, PartnerRe, The Economist

Shameless without having to make a sacrifice
i
-6

'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
1.0
De minimus Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
According to Reuters, Exor increased its stake in Dutch telecom company Veon, which receives 30% of its revenues from Russia, to 5.08%. Regarding its direct business in Russia, EXOR has stated it will "continue to comply with and implement sanctions". It expressed “solidarity” with “all who are and will be suffering the consequences”.
Our Moral Verdict

Although Exor’s increased indirect investment in Russia through Veon is small, it is a very strange time to be financially supporting a company tied to Russia. This mixed signaling shouldn’t distract from the main point, which is that that it failed to make any withdrawal Announcement. The company’s statement about the situation in Ukraine didn’t take sides, making it what we call a Mealy-Mouther.

We checked Exor’s mission statement which says the company wants to make a “positive contribution to society”. Its Russian behavior shows the statement is nothing but empty words.

Rating as of: 24 March 2022

Coastal Blue

Rated as its parent Amazon
USA

Associated brands: Amazon, Mae, Mama Bear, Pinzon, Presto!, Solimo, Wag, Wickedly Prime, alkove, Amazing Baby, Amfit Nutrition, Arabella, Arthur Harvey, Basic Care, BELEI, Buttoned Down, Cable Stitch, 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, Movian, Myx Store, NuPro, OWN PWR, Peak Performance Nutrition, Peak Velocity, Ravenna Home, Revly, Scout & Ro, Simple Joys by Carter's, Spotted Zebra, Stone & Beam, Tiksounds, Umi, Vedaca, Vedaka

Laggard Boycotter with Power
i
62

'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.

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
10.0  Degree
What?
3.0  Speed
When?
2.5  Attitude
How?
It has "suspended" shipment of retail products to customers based in Russia and Belarus and will "no longer be accepting new Russia and Belarus-based AWS sign-ups and Amazon third-party sellers." The statement also reported "suspending access to Prime Video for customers based in Russia", and said it had stopped taking orders for New World, its only video game directly sold in Russia. As for the reason, it said, "We have a long-standing policy of not doing business with the Russian government" and it expressed "horror and concern" about the situation.
Date of Announcement: 8 March 2022
Our Moral Verdict

This is a company that has prided itself on not getting its hands dirty with Russia, specifically citing its long-standing policy of working with the Russian market from the outside. Given this pre-invasion distancing policy, it is surprising it took the company so long to make its move. Peers in online businesses moved earlier (Meta on 25 February and Alphabet on 4 March). For this delay, Amazon's Speed Score suffered a Chicken Penalty of 2. It also suffered a Pressure Penalty of 2 for moving after it received a letter from the Ukrainian government asking it to cut off the AWS Cloud Services in Russia. Also, the wording of Amazon's statement (referring to historical policies and not ascribing its "horror" to the perpetrator) puts it in the Mealy-Mouther category. If it has never wanted to associate with the Russian government, why can't it admonish the invasion properly?

Meanwhile, it made a big deal of the contributions to Ukraine, but as a percentage of its profits these are de minimis. For all these reasons, this without-excuse company could have got a rating of 100 instead of 62. What's really important, however, is that Amazon did the right thing and delivered impact. Our calculations show an Exposure level of only 1, partly on account of the sheer size of Amazon, in contrast to a Power level of 10. This meant the company was looking at a morally/commercially irresistible Return on Sacrifice opportunity of 1,000%. Amazon made the right decision even if it was a no-brainer.

Rating as of: 29 April 2022

COFCO

State-owned
China

Associated brands: Fortune, Greatwall, Chateau de Viaud, China Tea, Jiugui, Joy City, Joycome, Kong Yiji, Mengniu Dairy, WOMAI.COM

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
1.0
De minimus Exposure
Potential sacrifice
4.0
Average Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
COFCO has imported various commodities from Russia, including soybeans, barley, and wheat. We have not monitored an Announcement.
Our Moral Verdict
Like other Chinese companies, COFCO appears stifled by the Chinese regime. It has remained quiet as a mouse. Chinese companies have the power to cause a Strategic Disturbance effect on Russia if they pull out, and we calculate COFCO would reap a four-fold Return on Sacrifice. That would be great, but we are not naïve enough to hold out too much hope.
Rating as of: 1 May 2022

Cognos Inc

Rated as its parent International Business Machines
USA

Associated brands: International Business Machines, Red Hat Inc., SoftLayer Technologies Inc., API Connect, Aspera, Atlas, Blueworks Live, CICS, Cloud Pak, Cloudant

Sprinting Half-hearted Seriously-exposed with great Attitude & Power
i
63

'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.

Pre-invasion Status
10.0
Extreme Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
5.0  Degree
What?
9.0  Speed
When?
5.0  Attitude
How?

On 2 March, IBM described the "deteriorating situation involving Ukraine and Russia". Reuters reported that IBM had taken no sides on a call with employees that day and hundreds of workers had objected in response. Apparently, the CEO may have used the word "conflict" because next he said, "I'd like to acknowledge that the correct word to use is "war" not "conflict." He added, "we condemn the Russian war in Ukraine."

In terms of its plans, on 3 March IBM said, "In addition to not selling technology in Russia, we do not do business with Russian military organizations". On 6 March, IBM revised its position saying it had "stopped selling technology in Russia". Then, on 7 March, the CEO said he had heard from many employees and revised the position yet again, saying, "we have suspended all business in Russia." The Wall Street Journal has reported that companies including IBM have faced threats from the Russian government of arrest or asset seizures for withdrawing or criticizing Russia. On 9 May, the CEO told Reuters, "The government has not really taken our assets," and in the same interview said the company's ability to keep supporting employees in Russia "may go away" as sanctions build. On 7 June, it had “started to lay off its employees” in light of escalating sanctions impact its ability to retain its staff.

Date of Announcement: 7 March 2022
Our Moral Verdict
This is a story of pulling teeth. It looks like IBM management didn't want its teeth pulled and it has been reported that people ranging from its Ukrainian employees, mainstream employees and the Ukrainian government wanted them pulled. The story of IBM's cutting of Russian links looks like 'too little, too late' in both actions and words. The statements about the war morphed almost by the day, as did statements about what IBM was exactly doing or not. After the dust settled, the CEO said, "We're all learning as we go." You can say that again. Since the statements were on each other's heels, we rated the company on the last of the string, that of 7 March. On this basis, the Announcement is Full, in the sense that the company did make the commitment across all lines of business. However, it's incomplete because the operations are not slated for sale. Indeed, IBM was keeping employees on the payroll, with the argument that it was not their fault (true, but irrelevant to our rating system). For making the employee carve-out, IBM is classified as Nibbler. Despite all of this gnashing of teeth, the company was actually fast compared to the Announcements from peers, a week ahead of Fujitsu, two weeks ahead of NEC and a month ahead of Accenture, for which we gave IBM a Leader of Pack Bonus. Its Attitude Score was harmed by abysmal leadership comments on the war and low financial support for Ukraine as a percentage of profits. IBM has a lot of Exposure to Russia. Based on the CFO telling the Wall Street Journal that 3.48% of its profits were involved, we initially gave it an 8 Exposure Score but topped this up to 10 because it has been threatened by the Russian government in the form of arrest or expropriation. IBM had a 10 in Power over Russia because of its Pull the Rug effect which is significant. This is a company that looks like it is being dragged out of Russia by a combination of sanctions, unhappy employees, and an unhappy sovereign government on its case. Thankfully, it has been forced to take a position it will find difficult to row back from if the wind changes slightly. We are watching to see if it disbands its employees and reaches a greater point of no return.
Rating as of: 7 June 2022

Coldex

Rated as its parent Bosch Group
Germany

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

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, its statement said, "war can never be the answer to political conflict".
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. That would have been the moment to get out of Russia completely rather than keep options open with the regime 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 this 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

Collins Aerospace

Rated as its parent Raytheon Technologies
USA

Associated brands: Raytheon Technologies, Pratt & Whitney

Laggard Half-hearted with great Attitude & Power
i
49

'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.

Pre-invasion Status
2.0
Low Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
6.0  Degree
What?
4.0  Speed
When?
7.5  Attitude
How?
On 10 March, according to the Gazette, the company said it was "suspending all sales and support services to Russia’s civil aviation industry”. In late March, Raytheon's CEO said "upon the invasion, we closed our businesses in Russia. We’ve pulled all of our engineers out that were supporting the development of a Russian aircraft, a commercial aircraft. We have stopped servicing all of the Russian civil aircraft that are in-country." The CEO added "it is a human tragedy what’s going on in Eastern Europe today with all of these refugees."
Date of Announcement: 10 March 2022
Our Moral Verdict
Raytheon's Announcement is based on the first report we monitored on 10 March and not what the CEO said in an interview after the Announcement. The company's Speed Score was reduced accordingly with a Chicken Penalty of 2 points, based on the earlier formal reports being seen from its peer Boeing. The word "suspending" counts for us as unfinished business and we would like to see a definitive statement showing all assets have been sold and there are no employees in Russia associated with either servicing Russian commercial aircraft or developing new Russian commercial aircraft, or staff elsewhere on the payroll. As a result, Raytheon is a Mothballer and got a Degree Score of 6. As for Attitude, it has been generous with humanitarian assistance to Ukraine, but its statement that didn't admonish Russia puts it in the Mealy-Mouther category which damaged its Attitude Score. The Exposure of Raytheon is around the same as Boeing and much less than Airbus.
Rating as of: 25 March 2022
1 … 16 17 18 19 20 … 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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