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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Industrial & Commercial Bank of China

State-owned
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?
ICBC’s website says it operates brokerage and custody services in Russia. We have not monitored any withdrawal Announcement.
Our Moral Verdict

It isn’t a surprise that Chinese companies are not pulling out of Russia. However, Industrial & Commercial shouldn’t be tempted by any ‘safety in numbers’ strategy. This is because HSBC – which is quasi-Chinese and certainly at commercial risk if it breaks with Chinese government policy of supporting Russia – has already decided to break ranks. HSBC has pledged to reduce its Russian operations, which, compared to the failures of the Mainland Chinese banks, looks like a heroic act.

Our simple question to the Beijing bank’s CEO Mr. Gu Shu is, “If HSBC can do it, why can’t you?”

Perhaps ICBC independent director Nout Weillink, a Dutch economist and ex-chairman of his country’s Central Bank, could talk to Mr. Shu about banking ethics and moral responsibilities. Perhaps Mr. Shu is instead listening to his other directors, many of whom are former officials of the Ministry of Finance of the People’s Republic of China. If ICBC won’t listen to Mr. Weillink, what’s his role on the board? He should resign, just as the directors of Huawei UK did after the telecom company failed to resign from Russia.

Rating as of: 3 May 2022

Ingo

Rated as its parent Alimentation Couche-Tard
Canada

Associated brands: Alimentation Couche-Tard, Circle K

Laggard Half-hearted with great Attitude & Power
i
48

'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
1.0
De minimus Exposure
Potential sacrifice
5.0
Average Power
Potential economic impact
Post-invasion Events
5.0  Degree
What?
5.0  Speed
When?
5.5  Attitude
How?
The company, which operated 38 stores with over 320 employees, said it is "suspending" its Russian business operations "effective immediately". It stated it will wind down its operations whilst "taking care of employees". It condemned "Russia's aggression" against Ukraine, as well as pledged a donation to the Red Cross to support the Ukrainian people.
Date of Announcement: 7 March 2022
Our Moral Verdict
The company was a step behind TJX and Ingka. It made its move four days later, getting a Chicken Penalty. Also, suspending operations and supporting employees makes it a Nibbler with 5 points for Degree. Like TJX, it was a Denouncer, but in Alimentation's case it is keeping its oar in to re-open while TJX has committed to a total departure. Indeed, it's hard to imagine that it will be easy for Alimentation to reopen in a country it has blamed for aggression in a war. It reminds us of the Unilever and L'Oréal Denouncer statements, which are going to make life difficult for those companies.
Rating as of: 8 March 2022

Inkast Denim

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, Coastal Blue, Comfort Denim Outfitters, Daily Ritual, Ella Moon, Emma Riley, Eono, Fabric.com, Franklin Tailored, Goodthreads, Happy Belly, Haven Outerwear, House & Shields, 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

Instagram

Rated as its parent Meta (formerly Facebook)
USA

Associated brands: Meta (formerly Facebook), Messenger, Oculus, WhatsApp, Diem, Facebook, Mapillary, Workplace

Sprinting Faint-hearted Seriously-exposed with Power
i
47

'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.

Pre-invasion Status
3.5
Average Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
2.0  Degree
What?
10.0  Speed
When?
3.0  Attitude
How?
On 25 February, Nathaniel Gleicher, Meta's Head of security policy, tweeted it was "now prohibiting Russian state media from running ads" or "monetizing" on the platform. On 21 March, Reuters reported Meta had been found guilty of "extremist activity" by a Moscow court. Russia accounts for 1.5% of Meta's advertising revenues, according to CFO Dave Wehner.
Date of Announcement: 25 February 2022
Our Moral Verdict

Has Meta behaved well? If we consider that it acted one day after the invasion, that it pulled state-run media company ads on Facebook, took down anti-Ukrainian activities on its platform, and that Russia retaliated by finding Meta guilty of extremist activity in a Moscow court, it looks like a perfect picture.

However, when we look deeper, we see a different picture. First, the Announcement didn't carry a leadership level denouncement of Russia, making Meta a Mealy-Mouther. But the real failing is that the company continues to offer a major online advertising platform to most companies in Russia. This is of value to the Russian economy or it wouldn't be using the platform. Meta is right that it has a moral duty to allow Russian people to use its media to avoid government censorship and propaganda by obtaining information and communicating with each other freely. But it doesn't need to run advertising at the same time. It could easily be an ad-free environment. That way, Meta could help democracy by undermining censorship and propaganda, while also undermining the economy.

Since Meta, unlike Alphabet's Google, is lining its pockets in this way, we have given it 2 points in Degree for its state-media advertising ban. It gets 10 out of 10 on Speed, by making its move a week before Alphabet and ten days before Amazon.

Since 1.8% of its revenues come from Russia, we gave it an Exposure level of 3.5. Its Power is extreme, from a combination of economic and psychological factors. Imagine the impact on tens of millions of Russians seeing empty ads on the platform in protest, or even better a statement saying that Meta refuses to make money from Russia at this time but continues service as a censorship-free medium for the public good.

It is disappointing and ironic that the company that has made money in the past from selling ads to Russian-controlled and Russian-sympathetic parties trying to influence voters in Western democracies – including for a US presidential election and the Brexit referendum – didn't have the morality to do something to help democracy when it had the chance.

Rating as of: 26 March 2022

InstaMed

Rated as its parent JP Morgan
USA

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

Laggard Faint-hearted
i
17

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

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

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

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

Date of Announcement: 10 March 2022
Our Moral Verdict

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

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

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

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

Rating as of: 17 March 2022

Intelligrated

Rated as its parent Honeywell International
USA

Associated brands: Honeywell International, Elster Group, EMS Technologies, Inc., Intermec, King’s Safetywear, RAE Systems, Sperian Protection, Xtralis

Laggard Half-hearted without Attitude but with Power
i
40

'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.

Pre-invasion Status
3.0
Low Exposure
Potential sacrifice
8.0
High Power
Potential economic impact
Post-invasion Events
4.8  Degree
What?
5.0  Speed
When?
0.0  Attitude
How?
The company said it had "suspended substantially all" of its "sales, distribution and service activities in Russia and Belarus" referring to "conditions" in Eastern Europe. It also said it hoped to see a "peaceful resolution", and its thoughts were with the "refugees".
Date of Announcement: 8 March 2022
Our Moral Verdict
Honeywell's statement included three words, "suspended substantially all", to describe its withdrawal from Russia, attaching them to some business categories covered. From this, we can't be sure exactly what is going on (for example the status of its manufacturing activities and investments in the country), but we can say that some businesses have been carved out, which makes it a Partial move. Also, suspending puts it into the Mothballer category. The company lost points on Speed because of a Chicken Penalty for being behind Samsung Electronics. It also got a zero score on Attitude: the reason for its action didn't directly admonish Russia or properly address the issue, and we didn't monitor any donation to Ukraine. It gets a lot of Power from being in a sector with high impact, on top of employing 1,000 people in Russia. We hope Honeywell will get out fully and completely, and be more clear on its business dealings with Russia.
Rating as of: 14 March 2022

Intermec

Rated as its parent Honeywell International
USA

Associated brands: Honeywell International, Elster Group, EMS Technologies, Inc., Intelligrated, King’s Safetywear, RAE Systems, Sperian Protection, Xtralis

Laggard Half-hearted without Attitude but with Power
i
40

'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.

Pre-invasion Status
3.0
Low Exposure
Potential sacrifice
8.0
High Power
Potential economic impact
Post-invasion Events
4.8  Degree
What?
5.0  Speed
When?
0.0  Attitude
How?
The company said it had "suspended substantially all" of its "sales, distribution and service activities in Russia and Belarus" referring to "conditions" in Eastern Europe. It also said it hoped to see a "peaceful resolution", and its thoughts were with the "refugees".
Date of Announcement: 8 March 2022
Our Moral Verdict
Honeywell's statement included three words, "suspended substantially all", to describe its withdrawal from Russia, attaching them to some business categories covered. From this, we can't be sure exactly what is going on (for example the status of its manufacturing activities and investments in the country), but we can say that some businesses have been carved out, which makes it a Partial move. Also, suspending puts it into the Mothballer category. The company lost points on Speed because of a Chicken Penalty for being behind Samsung Electronics. It also got a zero score on Attitude: the reason for its action didn't directly admonish Russia or properly address the issue, and we didn't monitor any donation to Ukraine. It gets a lot of Power from being in a sector with high impact, on top of employing 1,000 people in Russia. We hope Honeywell will get out fully and completely, and be more clear on its business dealings with Russia.
Rating as of: 14 March 2022

International Business Machines

Public
USA

Associated brands: Cognos Inc, 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

IQOS

Rated as its parent Philip Morris International
USA

Associated brands: Philip Morris International, Chesterfield, L&M, Marlboro, Parliament, Bond Street, Muratti

Sprinting Faint-hearted Seriously-exposed with Power
i
45

'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.

Pre-invasion Status
10.0
Extreme Exposure
Potential sacrifice
8.5
Extreme Power
Potential economic impact
Post-invasion Events
1.6  Degree
What?
9.0  Speed
When?
4.0  Attitude
How?

According to Philip Morris' website, it employs more than 3,200 people in Russia. It has two factories and Russia has become a significant market for the company since entering in the 1970s under an agreement with the USSR.

Regarding the war in Ukraine, the company said, "We have watched with shock the war in Ukraine and condemn the violence in the strongest possible terms." It announced the "suspension" of "planned investments", and that it "activated plans to scale down its manufacturing operations in Russia amid ongoing supply chain disruptions and the evolving regulatory environment."

In a later statement on 24 March, it detailed "concrete steps" and "discontinued a number of its cigarette products", "suspended marketing activities" in Russia and "canceled all product launches".

Date of Announcement: 9 March 2022
Our Moral Verdict

Philip Morris has made two different statements which together add up to very little. The first one could hardly have been vaguer – saying it had "activated plans" to scale back manufacturing. It also included a Red Herring about future investments. The second statement didn't add much more clarity. The company's first statement is the Announcement on which it is rated.

Despite condemning the war, Philip Morris focused on supply chain and regulatory issues as the reasons for its plans to cut back manufacturing, so it looked more commercially than morally motivated. Reasons aside, it's impossible to quantify how much of the in-country operations are planning to be reduced. Considering this, and that there was no statement about trade cutbacks, we are giving the company credit for 1.6 points in Degree.

It does, however, get a good Speed Score, partly for its early statement, but also for beating British American Tobacco by two days, for which we gave PM a Leader of Pack bonus. The Exposure level is one of the highest we have monitored. Whether we measure the company on profits, revenues, or employees in Russia, it breaks the top threshold. Although we don't excuse Philip Morris for its failure to do the right thing, it's clear that it has a huge financial disincentive to get out of Russia. This is the sort of situation that may require Western sanctions to see proper action.

Rating as of: 24 March 2022

Iris & Lily

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, 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, 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

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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