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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Acura

Rated as its parent Honda Motor
Japan

Associated brands: Honda Motor, Mobilityland, Montesa, ASIMO

Boycotter with Power
i
75

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

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
5.0
Average Power
Potential economic impact
Post-invasion Events
10.0  Degree
What?
6.0  Speed
When?
2.5  Attitude
How?
Honda halted exports to Russia. The company made a €1m contribution and said it "sincerely wishes that the current emergency situation will come to an end as soon as possible and that peace will be restored all around the world".
Date of Announcement: 2 March 2022
Our Moral Verdict
The 2 March date looks good, but it was worded as an unconvincing, PR type of do-good-feel-good statement. Not a word of criticism towards Russia, and fuzzier than most of the Mealy-Mouthers we have monitored. Who, after all, would not want world peace? Also, the statement came after a Domino Exit had already been unleashed in the sector by Mercedes-Benz (formerly Daimler), after which GM and BMW followed one another with about a day's lag. Finally, Honda turned up. As a result, we gave it a Chicken Penalty which took its Speed Score down from 9 to 7. Moreover, it was an easy decision for the company: it was only exporting to Russia and the action involved little Sacrifice compared to some of the others, based on the tiny fraction of revenues from Russia. Compared to this de minimus Exposure level, we calculated the withdrawal impact of a large foreign brand like Honda was five times greater than the pain to the company. Honda should have gone for this 500% Return on Sacrifice opportunity earlier and become the moral leader of the sector at a very low cost.
Rating as of: 2 March 2022

Acuvue

Rated as its parent Johnson & Johnson
USA

Associated brands: Johnson & Johnson, Aveeno, Listerine, Neutrogena, OGX, Tylenol, Zarbee's, 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

ades

Rated as its parent The Coca-Cola Company
USA

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

Speedy Near-Boycotter Sacrificer with Power
i
72

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

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

Adfors

Rated as its parent Saint-Gobain
France

Associated brands: Saint-Gobain, British Gypsum, Certainteed, Isover, Jewson, Norton, Placo, Weber, Artex, Asturienne, Bevego, Brasilit, Brødrene Dahl, Celotex, 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

AdGear

Rated as its parent Samsung
South Korea

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

Speedy Near-Boycotter Sacrificer with Power
i
68

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

Pre-invasion Status
3.8
Average Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
7.0  Degree
What?
8.0  Speed
When?
2.5  Attitude
How?
On 3 March, Mykhailo Fedorov, Ukraine's Vice Prime Minister said, ''I appeal to you with a request to temporarily stop supplying Samsung Services and products to the Russian Federation, including blocking access to the Samsung Pay, Samsung-Galaxy Store and Samsung Shop". A few days later, the company said it will suspend product shipments to Russia and stated that its thoughts are with "everyone who has been impacted". On 21 March, it was reported to have temporarily suspended the operation of its TV factory in Kaluga earlier that month, as reported on The Elec, a Korean electronics industry media publication.
Date of Announcement: 4 March 2022
Our Moral Verdict
Samsung was a case of one step back and one step forward. It made its move after the Ukrainian government called for it to take action, for which we gave it a Pressure Penalty. However, when it did move, it was ahead of Honeywell, Sony, Schneider Electric and LG Electronics, for which we gave it a Leader of Pack Bonus. Its Degree Score fell short because the Announcement didn't cover manufacturing at the time (we rated the company on this Announcement, and therefore it received the benefit of the earlier Speed score). Besides, we consider closing exports a major part of what it needed to do. It didn't do so well in Attitude: no direct admonishment of the war, and a donation to Ukraine too small to get a score from us, leaving it with only 2.5 points. With an Exposure level of 3.8 and Power of 10, it was looking at a 260% Return on Sacrifice, so its move was smart and welcome.
Rating as of: 21 March 2022

Aero

Rated as its parent Nestlé
Switzerland

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

Laggard Faint-hearted Seriously-exposed with Power
i
13

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

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

Agricultural Bank of China

Public
China
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?
ABChina's website lists numerous Russian operations via subsidiary ABChina Moscow, such as settlement and lending services. We have not monitored any withdrawal Announcement.
Our Moral Verdict
This is a rare case of a Chinese company that isn’t opaque about what it has in Russia. We are not expecting a Chinese bank to withdraw from Russia for moral reasons, given the pattern of compatriots in the sector. However, like others, the bank might want to think, from a commercial point of view, about getting out and reducing its exposure to the economic calamity that is being unleashed by moral companies destroying the Russian economy.
Rating as of: 24 June 2022

Agusha

Rated as its parent PepsiCo
USA

Associated brands: PepsiCo, 7UP, Alvalle, Copella, Doritos, Gatorade, Lipton, Mountain Dew, Naked Juice, Nobby's Nuts, Off The Eaten Path, Pepsi, Pipers Crisps, Quaker, Sensations, Snack A Jacks, Sunbites, Tropicana, Walkers, Aquafina, Aunt Jemima, Bacconzitos, Baconzitos , Cap’n Crunch , Cheetos, Chester’s, chipsy, Chudo , Cracker Jack, Domik v Derevne, Duyvis, Elma Chips, Emperador, Fritos, Fruktoviy Sad, Frustyle, Funyuns, Game Fuel, Imunele, Ivi, Izze, Kas, Kickstart, Kurkure, Lay's , Lebedyansky, Life, LIFEWTR, Lubimy, Lucky, ManiMoto, Manzanita Sol, Marbo, Marias Gamesa, Mirinda, Miss Vickie’s, Mug root beer, muller , Munchies, Near East, Paso de los Toros, Paw Ridge, Pioneer Food, Propel, Rice-A-Roni and Pasta Roni, Rold Gold, Rosquinhas , Ruffles, Sabra, Sabritas, sakata, Saladitas, santitas, Sierra Mist, Simba, Smartfood, Smiths, SoBe, Stacy’s, Stiksy, Tostitos, Twisties, Twistos, Uncle Chipps, Vesely Molochnik, Ya

Laggard Faint-hearted Seriously-exposed with Power
i
28

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

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

aha

Rated as its parent The Coca-Cola Company
USA

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

Speedy Near-Boycotter Sacrificer with Power
i
72

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

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

AHC

Rated as its parent Unilever
Britain

Associated brands: Unilever, Axe, Bango, Ben & Jerry's, Cif, Comfort, Dove, Hellmann's, Knorr, Lifebuoy, Magnum, OMO, Seventh Generation, The Vegetarian Butcher, Vaseline, Wall's, Amora, Breyers, Caress, Clear, Closeup, Degree, Domestos, Good Humor, Impulse, Klondike, Lever 2000, Liquid I.V., Love Beauty&Planet, Lux, Maille, Mele, Nexxus, Noxzema, Nubian Heritage, Nyakio, Olly, Onnit, Pond’s, Popsicle, Q-Tips, Rexona/Degree, Schmidt's, SheaMoisture, Simple, Sir Kensington's, SmartyPats, St. Ives, Suave, Sunlight, Sunsilk, Surf, Talenti, Tazo, Tigi, Tresemme

Laggard Faint-hearted Seriously-exposed with great Attitude & Power
i
19

'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
5.0
Average Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
2.0  Degree
What?
3.0  Speed
When?
6.0  Attitude
How?
It stated it "will not invest any further capital" into Russia, but that it would continue to supply locally produced "everyday essential food and hygiene products", later admitting to selling ice cream (including Cornetto and Magnum), according to multiple news sources. The company said it had suspended Russian imports and exports, adding, "We continue to condemn the war in Ukraine as a brutal and senseless act by the Russian state." It also said it will not profit from its presence in Russia.
Date of Announcement: 8 March 2022
Our Moral Verdict
Unilever disappoints more than any other giant consumer goods or food group, even though Nestlé was given a harder time in the media for its inactions. These sectors have been doing a dance around the concept of what is "essential", in an attempt to justify what they are not doing. Pepsi decided to carve out baby food. Nestlé started off using the words "essential food products" for keeping a vast range of products but after pressure cut most of them but they described the rest as "essential products" all over again. P&G cut back its Russian production to "basic health, hygiene and personal care". Although we disagree with exemptions for essential Activities other than clinical trials, all three companies have cut production to some degree based on this concept. Unilever, by contrast, said it would continue production of "everyday essential food and hygiene products". Here, "essential" took on a very different meaning. When we first read the statement, we thought not cutting essential products implied it was cutting non-essential ones, but apparently Unilever considers Cornetto and Magnum ice cream also to be essential (ice cream can't possibly be covered in their "hygiene" caveat). Moreover, the company made a grandiose-sounding statement that it wouldn't make further investments in Russia, which we class a Red Herring since who would commercially do so? Also, we rate companies on getting out of Russia rather than promising not to get further in. The statement about not making a profit from Russia seems more of a profit warning than a moral position since Unilever didn't say what it would do with any profits or for how long it would not make a profit, and anyway it doesn't stop Russia making a profit from Unilever. Since the company made its move after P&G, we gave it a Chicken Penalty. It also moved after the Ukrainian government’s criticism, so it got a Pressure Penalty as well. No significant donation to Ukraine (0.09% profits) hit its Attitude Score. The only thing we congratulate the company for is being a Denouncer, with a strong statement against Russian aggression. In fact, its words were stronger than any of the companies taking more real actions and might give it some trouble with its continuing operations. It was as though one part of the conglomerate was speaking morally and the other was acting immorally. Practice what you preach, Unilever.
Rating as of: 28 April 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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our Moral Badges

Notice

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

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