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 
Sort By:

Alimentation Couche-Tard

Public
Canada

Associated brands: Circle K, Ingo

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 that are going to make life difficult for them as well.
Rating as of: 8 March 2022

Alinity

Rated as its parent Abbott Laboratories
USA

Associated brands: Abbott Laboratories, Ele Care, Similac, Zone Perfect, Amplatzer Piccolo Occluder, BinaxNOW, Cardiomems, Confirm Rx, Ensure, FreeStyle Libre, Gallant ICD, Glucerna , Heartmate, i-STAT, Juven, MitraClip, Pedialyte, PediaSure, Proclaim DRG

Laggard Faint-hearted Seriously-exposed with Power
i
17

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

Pre-invasion Status
5.0
Average Exposure
Potential sacrifice
9.5
Extreme Power
Potential economic impact
Post-invasion Events
1.0  Degree
What?
4.0  Speed
When?
5.0  Attitude
How?

Abbott has three laboratories and manufacturing facilities in Russia. It also exports products to the country. On 4 March, the company said it "condemns the war and violence in Ukraine". At the same time, it said it would give financial support to Ukraine.

On 14 March, Abbott made the Announcement that they would be “suspending non-essential business activity in the country, including new investments, business developments and advertising”, noting that healthcare products are “generally exempt from sanctions for humanitarian reasons”.

Date of Announcement: 14 March 2022
Our Moral Verdict

It seems possible that Abbott and J&J have the same PR firm, or at least announced their very Partial withdrawals from Russia in the same way.

The model seems to work like this. Make an initial statement that reacts in shock to the invasion (both companies did so on 4 March). Say how terrible it is (both companies condemned the war in one way or another getting Denouncer points from us). Make donations to Ukraine (which they both did). Then, think for a while about what they really should do. Abbott waited ten days versus J&J's three weeks. Otherwise, the actions were similar. Both continue to do business unless the products are deemed non-essential in some words by the company benefitting. Both are Confused Humanitarians. Both also said they would not make new investments, which we classify as Red Herrings because, in these times, it's hardly likely any Western company would pour money into Russia, and it has nothing to do with the question of what concrete business companies are withdrawing from.

Like J&J, Abbott's initial donation statement, in the absence of any action, earned it a Do-gooder-do-badder classification, and its initial Denouncer words gets a Big Talker classification for not putting its money where its mouth is. To make matters worse, when we consider what suspending "non-essential" products means in practice, it may be more of a non-event. The range – including nutritionals, vascular devices, diabetes car, vision care and pharmaceuticals – could all be argued to be essential depending on the definition used and its application. Indeed, we could not identify which of Abbott's products are still on the table. Also, we spotted no statement about how the non-essential cut would impact the three factories the company has in Russia or its approximately 3.500 employees there. Absent further explanation, the commitment to cease all advertising also looks weak since most sales may come from the salesforce and wholesale network. Weighing it all up, we are estimating 1 point for Degree of withdrawal.

Back to the J&J comparison, Abbott got a slightly better moral rating because it moved faster. Although Abbott has higher Exposure to Russia, it also has more Power over Russia. The ratio of the two approximately equaled out, meaning both companies were looking at Return on Sacrifice opportunities of around 200%.

Rating as of: 14 March 2022

alkove

Rated as its parent Amazon
USA

Associated brands: Amazon, Mae, Mama Bear, Pinzon, Presto!, Solimo, Wag, Wickedly Prime, 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, 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 minimus. For all of 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, in part 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

All Good

Rated as its parent Procter & Gamble
USA

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

Speedy Faint-hearted with Power
i
37

'Speedy' for a 7 to 8 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'with Power' for a 4 to 10 in Power Score.

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

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

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

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

Alleanza Toro

Rated as its parent Assicurazioni Generali
Italy

Associated brands: Assicurazioni Generali, Europ Assistance Group, INA (Istituto Nazionale delle Assicurazioni)

Faint-hearted
i
29

'Faint-hearted' for a 1 to 4 Degree Score.

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
1.0
De minimus Power
Potential economic impact
Post-invasion Events
0.4  Degree
What?
6.0  Speed
When?
5.0  Attitude
How?
The company made an Announcement that it will close its Moscow office, resign from positions held on the board of the Russian insurer Ingosstrakh, in which it holds a minority stake of 38.5%, and "wind down" Europ Assistance’s Russian business. It said it had been “closely monitoring” the situation, since the start of the war in Ukraine.
Date of Announcement: 3 March 2022
Our Moral Verdict

This is like the fable of the tortoise and the hare. Generali, the hare, was fast to act but didn’t win the race,. It leaped ahead of peer companies Axa and Zurich, a full two months before the latter, for which it got 6 points in Speed.

However, when we look at what Generali actually did, it was almost worthless: resigning directorships instead of making any promise to sell its stake in Ingosstrakh, and making the vague statement it would ‘wind down’ its Russian insurance business instead of committing to close and sell it. Therefore, it got only 0.4 for Degree.

The hare should wake up and get to the finish line in the style of Zurich, with a real commitment to sell out completely. It is not alone in being disappointing. Generali and Axa are competitors in the market, but they are also competitors in the ‘moral market’, to such an extent that it is difficult to separate one from the other. Both curtailed their directly owned business in Russia with carve-outs (making them Nibblers in our terminology). Both failed to make any move out of their investments in minority stakes in Russian businesses. And both resigned from the boards of those companies, as though that somehow makes it okay. Both can be admonished for the same deficiencies in a single breath.

Rating as of: 14 March 2022

Allianz

Public
Germany

Associated brands: Euler Hermes, PIMCO

Laggard Faint-hearted
i
21

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

Pre-invasion Status
1.0
De minimus
Potential sacrifice
1.5
De minimus Power
Potential economic impact
Post-invasion Events
4.0  Degree
What?
0.0  Speed
When?
4.5  Attitude
How?

In its 25 February news release, Allianz highlighted its "readiness to comply with emerging sanctions and regulations." In a later statement through Reuters, it said it was no longer underwriting "new" insurance business in Russia and was "reducing" its exposure. The Wall Street Journal said Allianz had frozen its existing portfolio in Russia and Belarus before the invasion and would not invest in either country going forward.

On 3 June, Allianz said it had agreed to sell its majority stake in its Russian operations to Interholding LLC, the owner of Russian property & casualty insurer Zetta and merge the two companies. Upon completion, Allianz will hold 49.9% of the combined company.

Date of Announcement: 3 June 2022
Our Moral Verdict

At first glance, it might look like Allianz has reduced its commitment to Russia from 100% to 49.9%. That would not satisfy us because a company should get out fully and completely. But the reality is even worse: Allianz has not reduced its involvement in Russia at all, because it is getting a smaller slice of a larger pie. It’s a very rare case of a company selling some shares but indirectly getting part ownership of another business at the same time. Of course, it does look like a reduction on the surface, but its fully-diluted asset value in Russia may be exactly the same as it was before the action. It is giving with one hand and taking with the other.

Allianz admits that Russian business contributes only 0.2% of profits. This makes the ‘no real divestment’ action all the more disappointing. It justified itself by saying this plan would ensure continuity for clients and employees, the latter excuse making it a Confused Humanitarian.

Allianz has waited three months after the invasion to tell us it was reducing its shares in a Russian insurer without reducing its investment in a Russian insurer. Of course, this mechanism allows it to claim it doesn’t control the company any longer, but, while this is technically true, it doesn’t change our view that merging a company to get a smaller piece of a larger pie is very different from selling out. Imagine the irony if Allianz ends up one day increasing its ownership in the merged company to 100% ownership of a company that is twice the size! Russian is the place, and this is the time, to be divesting – and not engaging in complicated financial engineering that, to the casual observer, looks like divesting.

Rating as of: 3 June 2022

Alok Industries

Rated as its parent Reliance Industries
India

Associated brands: Reliance Industries, Jio Platforms, Mumbai Indians, Network18 Group, A1 Plaza, ARMOR, Auto LPG, Cshop, D-CREASED, DEO2, Flexipay, Georgia Gullini, H.Lewis, Hamleys, MacroMancini, netmeds.com, nice, Nitrofill, OnlyVimal, PROJECTEVE, Qwikmart, Smart Point, Smart Superstore, Trans-Connect, TRENDS, Urban Ladder, zivame

Shameless failing to use its Power without having to make a sacrifice
i
-9

'Shameless' for continued involvement with Russia;'without having to make a sacrifice' for a 3 to below Exposure Score;'failing to use its Power' for a 4 to 10 in Power Score.

Pre-invasion Status
2.0
Low Exposure
Potential sacrifice
5.0
Average Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
On 17 March, a senior company official said that it "may avoid buying Russian fuels for its plants". It has multiple business operations in Russia, and since the invasion, it has bought "at least 15 million barrels of Russian oil", according to Reuters on 22 April.
Our Moral Verdict

There is one thing worse than buying Russian oil and that is saying you are thinking about not buying it and then doing so. This is not the sort of topic to tease the world about.

The commercial-moral dynamics of companies that swim against the tide are interesting. As moral pressure is felt across the corporate world and legal pressure is brought by sanctions, companies that don't respond are offered the commodity at a lower price, or relatively lower than what others are paying for it from other sources. This only increases the temptation for the anti-boycotter to continue in this mold. Perhaps Reliance is in this temptation trap, where every day it needs more moral courage to get out of it.

On a practical level, boycotts of commodities are vital. While the price may be impacted without the entire market closing off a country, if there are too many loopholes the main thing that happens is that the buyer-seller relationships simply change. Reliance may as result end up buying more of its oil from Russia and less from other places to offset other players boycotting Russia.

In terms of the Power that such companies have over Russia, it increases not only if they boost their imports from Russia but because they are the loopholes on which Russia depends. If this Power increases with a diminishing number of anti-boycotters in the market, the price becomes more attractive and the temptations increasingly irresistible.

If Reliance is in this trap, it needs to get out so that it doesn't become a pariah alongside Russia.

Rating as of: 22 April 2022

Alphabet

Public
USA

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

Boycotter with great Attitude & Power
i
78

'Boycotter' for a 9 to 10 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
10.0
Average Power
Potential economic impact
Post-invasion Events
10.0  Degree
What?
6.0  Speed
When?
5.5  Attitude
How?
Google first paused ads from state-funded Russian entities on 28 February, before pausing all Russian ads a few days later (3 March). It is also part of initiatives to help war-afflicted Ukrainians, such as rolling out a rapid Air Raid Alerts system for Android phones in Ukraine, helping those affected get to safety. It has not removed Russian access to free services (such as Google search and Youtube), and this is in alignment with the idea that big tech corporations can help to prevent the spread of misinformation and Russian propaganda. These actions were in response to the Russian "invasion" of Ukraine, which it described as "a tragedy".  Bloomberg also reports it operates an office in Russia, whose staff have been relocated (mostly to Dubai, where the company has a large presence).
Date of Announcement: 3 March 2022
Our Moral Verdict

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

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

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

Rating as of: 20 April 2022

Alphabet

Rated as its parent BMW Group
Germany

Associated brands: BMW Group, Designworks., MINI, Rolls-Royce Motor Cars, John Cooper Works

Boycotter with Power
i
78

'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?
5.0  Attitude
How?
According to Reuters, the company is "discontinuing" local production and has "halted" the export of cars to Russia. A day later, Interfax reported that BMW is "halting the manufacturing of its automobiles at the Avtotor plant in Kaliningrad", and Russian news agency TASS said its local partner Avtotor intends to retain the employees after BMW's withdrawal. The company said, "We condemn the aggression against Ukraine".
Date of Announcement: 1 March 2022
Our Moral Verdict
This is a bold and fast move. It covers both exports to Russia and production in the country. Unlike many in the sector, BMW resisted playing the game of furloughing employees to see what will happen, as many other automakers did. It was a bit easier for BMW because of the relatively small production in Russia and level of exports to the country. GM and Mercedes-Benz beat BMW in the Speed of Announcement, so BMW lost 2 points in Chicken Penalty. Full marks, however, to the company for being a Denouncer. This sort of comment burns bridges, so BMW may have trouble getting back into Russia short of a regime change. The impact of a luxury brand leaving boosts the Power score, which gave the company a 500% Return on Sacrifice for doing the right thing. Nice moral-commercial investment.
Rating as of: 2 March 2022

Alpo

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, Aero, 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

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

xSee all
our Moral Badges

Notice

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

We measure this against the ways a company can be involved with Russia through its Activities.

Please also be aware of the Scope of our research, limitations due to Incomplete Information, our Rating Methodology , and our policy relating to any Errors, Omissions & Corrections.

Also, be aware that brands carry the rating information of the company that owns, controls or is associated with them as defined more precisely in Brands Displayed.

The basis of “Rating as of” date is explained here.

Want to give us information on a company?

We will be extending our service from the top 200 companies in the world to the top 500. We are interested in information about their continuing involvement with or in Russia from reliable published sources.

Want to suggest a correction to your company?

If you represent a corporation and feel it is inaccurately or otherwise unfairly presented, you should email us in the window below a scan of a document signed by a director of the ultimate parent company (“Parent”) we listed on the site, stating your position about our information as of the ‘Rating as of’ date listed below our information providing a clear factual statement in support of your disagreement in such a manner and in sufficient detail that we will be able to re-rate the company in accordance with our Rating Methodology. If you do not provide sufficient detail, we will not consider re-rating and do not have time to engage in discussions but will solely consider sufficiently comprehensive information via this process.

Contact Moral Rating Agency

You can contact us by filling in this form. We will respond if and when able and thank you in advance in case we are unable to attend to your communication due to the volume of inquiries.





    This site is published by Mark Dixon under the name Moral Rating Agency. Copyright, 2022