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The Good, Bad and Ugly

Indelible Ledger of 5-dimension moral ratings of top global corporations’ response to the invasion of Ukraine 
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Tokico

Rated as its parent Hitachi
Japan

Associated brands: Hitachi, Chassis Brakes, Hikoki, Hüco, Keihin, Kit Plus, Maxell, Nisin, Paraut, Tuflong

Laggard Half-hearted with Power
i
28

'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.

Pre-invasion Status
1.3
De minimus Exposure
Potential sacrifice
8.0
High Power
Potential economic impact
Post-invasion Events
4.6  Degree
What?
2.0  Speed
When?
3.0  Attitude
How?
It announced that it "is" suspending exports to Russia and pausing its Russian manufacturing "for the time being". This excludes certain products, services and support that are "indispensable to the daily lives of people". The company iterated its support for Ukrainians amidst "this conflict" and said it donated "approximately 3 million U.S. dollars" in an earlier statement on 8 March.
Date of Announcement: 10 March 2022
Our Moral Verdict
A good case of 'Shades of Red'. Hitachi said it was cutting exports and ceasing manufacturing, but it is also a Confused Humanitarian for mentioning it was making carve-outs and, what’s worse, without being precise about what they were. Moreover, it was clear the company is only committing to stopping whatever it is stopping on temporary basis, which makes it a Mothballer. It made a weak Leadership statement that didn't take sides and the donation to Ukraine was only about 0.06% of profits (or 12% of what it made from Russia in a year). In Speed, the company was behind Japanese rival Panasonic, for which we gave it a Chicken Penalty. We think its behavior is even more disappointing compared to the Sacrifice we calculate it would be making if it did everything properly. We calculate Exposure at 1.3 based on Russia accounting for 0.5% of profits. Comparing that to the company's high Power (indeed the company itself accepts this by speaking about Russian dependency on its products), if it had done the right thing, it would have achieved a 600% plus Return on Sacrifice in this commercial-moral equation.
Rating as of: 10 March 2022

Tokyo Electric Power

Public
Japan
Shameless failing to use its Power without having to make a sacrifice
i
-10

'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
5.0
Average Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
Tokyo Electric Power buys liquified natural gas from Russia via Jera, its joint venture with Chubu. We have not monitored any withdrawal Announcement.
Our Moral Verdict

Like Itochu, which also imports Russian commodities, TEPCO has been silent when it comes to leaving Russia. This may be because of Japan’s energy dependence on Russia. Indeed, the Prime Minister told Japanese oil companies to stay invested in the country. However, Russia isn’t the only vendor of LNG, and it is at least plausible that TEPCO could import from elsewhere.

TEPCO needs to behave like the good Japanese companies and not the bad ones. The best example is Honda, which is totally out of Russia, and Hitachi, Sony and Toyota, all of which are on the way out.

Rating as of: 4 May 2022

Toll Group

Rated as its parent Japan Post Holdings
Japan

Associated brands: Japan Post Holdings

Shameless without having to make a sacrifice
i
-8

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

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
3.0
Low Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
This is a conglomerate with numerous Russian operations. We have not monitored any withdrawal Announcement.
Our Moral Verdict

The two remaining largest insurers in the world that haven’t started to move out of Russia are Japan Post Holdings and neighboring People’s Insurance in China. Although People’s Insurance has the excuse that its hands are tied by the Chinese government, Japan Post hasn’t a leg to stand on.

We have seen no statement from the Japanese Prime Minister calling for insurers to stay in Russia – in contrast to his instructions to Japanese oil companies. In that case, Marubeni’s CEO said he wanted to leave Russia, made a strong Denouncer statement against the regime, but explained that his government had effectively overruled what his conscience told him to do.

Japan Post seems to have no such conscience and no such excuse and has said nothing about Russia. Its hands are not tied, so it should get out and do what Marubeni was unable to do in another sector.

Rating as of: 1 May 2022

TotalEnergies

Public
France
Sprinting Faint-hearted Seriously-exposed with Power
i
55

'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
5.0
Average Power
Potential economic impact
Post-invasion Events
2.0  Degree
What?
10.0  Speed
When?
5.0  Attitude
How?

A minority stakeholder in multiple non-state-owned Russian businesses, the company first stated it would provide "no capital for new projects" and halt spot trading. On 22 March, it released another statement detailing the suspension of operations in Russia. Here, it stated it would ensure strict compliance with sanctions and it would "gradually suspend" its Activities.

On 1 March, it issued a statement that it "condemns Russia's military aggression against Ukraine." The following day, it was subject to criticism by the former deputy chair of Shell Ukraine, over its apparent "toothless, useless, and highly disappointing" stance regarding the Russian invasion.

Date of Announcement: 25 February 2022
Our Moral Verdict

Total has pointed out that it doesn't own oil fields or LNG plans in Russia and that it is not in control of the many companies in which it has stakes in. The focus now is on what it should do with these multiple investments. Most companies in the sector making Announcements have at least said they plan to get out, even if they are having difficulties doing so. On the other hand, Total has basically refused to succumb to the pressure. Instead, it made an argument that selling these stakes at bad prices to Russian investors will only enrich Russia. It is certainly true that the value of these assets is currently low. Our policy is that Total should follow what other companies are planning. Cutting off Russia is what needs to be done and there is any number of excuses for not doing so. As for the market value, it is not certain that the value will rise in the future if Russia persists to be an enemy of the West, so Total might be selling the assets at a fair market price. Also, it's far from certain that Russia would not expropriate Western assets in the future, which is further argument against Total’s position.

These minority stakes are where the real value is in Total’s Activities. The company did stop spot trading in Russian oil, making the Announcement before others in the sector, for which we gave it a Leader of Pack Bonus. However, holding onto the minority stakes drove its Degree Score down.

Against this background, Total made what was on paper a perfect statement admonishing Russia. We agree with every word, but we found it hypocritical in comparison to what little the company had done. Total has shown expertise in moral underperformance. Not doing something is bad enough but expertly convincing the world it isn’t wrong makes it worse and can have a contagion effect on other companies who feel like they can get away with the same behavior.

Rating as of: 22 March 2022

Toyota Motor

Public
Japan

Associated brands: Daihatsu, Hino, Lexus, Ranz

Faint-hearted Seriously-exposed without Attitude but with Power
i
43

'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.

Pre-invasion Status
10.0
Extreme Exposure
Potential sacrifice
6.0
Average Power
Potential economic impact
Post-invasion Events
4.3  Degree
What?
6.0  Speed
When?
0.0  Attitude
How?
It was producing 80,000 vehicles in Russia annually. After the invasion, it stated it was watching the ongoing developments in Ukraine and expressed great concern for the Ukrainian people, as well as providing a humanitarian donation. It has subsequently paused its manufacturing, citing "supply chain" issues.
Date of Announcement: 4 March 2022
Our Moral Verdict
It was the last major auto producer to make its move out of Russia (leaving aside those that are still in), and Toyota followed GM, Daimler, BMW, Hyundai, Honda, and Volkswagen, for which we gave it a Chicken Penalty worth minus two points to Speed. Also, Toyota got a bad Attitude Score. The supply chain excuse, in the absence of admonishment of Russia, puts in the Coward category, and its donation to Ukraine was only about 0.012% of profits. Like other groups making Announcements with manufacturing in Russia, it was an Incomplete Announcement in three ways: it was a production Mothballer, and also a Nibbler in keeping employees supported and not committing to ceasing sales in-country. This diminished its Degree Score to 4.3. The combination of its level of exports to Russia and its in-country production drove up its Exposure. This can explain why it seems to be doing the least it can get away with and saying the least possible.
Rating as of: 4 March 2022

TriStar Pictures

Rated as its parent Sony
Japan

Associated brands: Sony, Animax Broadcast Japan, AXN, MADHOUSE, Madison Gate Records, Bravia, Cyber-shot, Handycam, IC Recorder, Memory Stick, Walkman

Laggard Faint-hearted Seriously-exposed with Power
i
22

'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
4.0
Average Exposure
Potential sacrifice
10.0
Extreme Power
Potential economic impact
Post-invasion Events
3.9  Degree
What?
2.0  Speed
When?
1.8  Attitude
How?
As a large and disparate conglomerate, Sony has a wide variety of business interests in Russia, and they have not been doing or saying the same things. Indeed, Sony Entertainment, for example, was criticized by the Ukrainian government for its Russian operations. In an official Announcement, a spokesperson for Sony Entertainment said it "will be pausing [its] planned theatrical releases in Russia." On 9 March, Sony Interactive said it "would cut off hardware shipments and software launches in Russia in light of the Russian government’s escalating hostilities", as reported by Tech Crunch. A day later, Sony Music Group said it had “suspended operations in Russia" but, by contrast, said it "calls for peace in Ukraine and an end to the violence".
Date of Announcement: 10 March 2022
Our Moral Verdict
This is a story with many 'Shades of Red' and a complex series of events to unravel. We monitored separate statements from three Sony units quite close in date and are treating them as one Announcement based on the date of the third, leading to a lower Speed Score but higher Degree Score. Sony's Announcement was Partial because we have no reports about it ceasing gold imports, nor curtailing its electronics exports. The areas of action were themselves Incomplete because Sony Pictures, Sony Music and Sony Interactive were all Mothballers. Combining the Incompleteness to the Partial produced 3.9 for Degree. The Leadership statement from Sony Music didn't take sides in the war and is classed as Mealy-Mouther, but Sony Interactive did take on Russia by ascribing the hostilities to its government. The average of these plus a small credit for a donation to Ukraine of only about 0.05% of profits produced 1.8 for Attitude. Sony's Speed Score was also eroded, first with a Chicken Penalty for being after Samsung Electronics and Honeywell, and further because it moved after Ukrainian government criticism of Sony Interactive inaction. The battery of Sony statements looks good on the surface, but the deficiencies on each led to a weak result. Sony needs to get all its divisions in one room, form a unified policy, move out of the remaining Activities and complete the withdrawal of the ones it has started.
Rating as of: 10 March 2022

Trivadis AG

Rated as its parent Accenture
Ireland

Associated brands: Accenture, Droga5, IMJ Corporation, SinnerSchrader

Laggard Boycotter with great Attitude & Power
i
52

'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.

Pre-invasion Status
1.0
De minimus Exposure
Potential sacrifice
9.3
Extreme Power
Potential economic impact
Post-invasion Events
10.0  Degree
What?
0.0  Speed
When?
6.5  Attitude
How?
Accenture provided consultancy services to Russian businesses. It released a statement saying it "stands with the people of Ukraine and the governments, companies and individuals around the world calling for the immediate end to the unlawful and horrific attack on the people of Ukraine and their freedom." At the time, it said it would discontinue all business in Russia. About a month later, the company said that it had "completed a transaction to transfer [its] business in Russia to several of its local leaders", claiming it was thereby "100% independent from Accenture".
Date of Announcement: 12 April 2022
Our Moral Verdict
This is a textbook case of a company withdrawing from Russia. Due to the complexity of doing so, there was a delay. Rather than scoring it as an incomplete Announcement when Accenture first stated its intentions to leave Russia on 4 March, which would have given it a low Degree Score but high Speed score, it is rated on the Full & Complete Announcement of 12 April with 10 points for Degree and a low Speed Score. The Announcement was after IBM's on the day of the invasion, meaning we gave Accenture a Chicken Penalty of minus two points, bringing its Speed down further. On the positive side of the equation, Accenture's statement against Russia made it a textbook Denouncer. Its Attitude Score was brought down by its small donation to Ukraine of about 0.1% of its profits. This is a classic example of a high Return on Sacrifice opportunity. Due to the huge Multiplier Effects that a business of this type can have on an economy, we calculate its Power was 10 times its Exposure. It would obviously have been even more damaging to Russia if the company had closed down the operation rather than sell or transfer it to the local team, but if the disconnection from the mother ship proves to be as complete and final as implied, and assuming this is not a holding pattern with a view to buying back the business in the future, it will have a real impact on Russia.
Rating as of: 11 May 2022

Trumpchi

Rated as its parent Guangzhou Automobile Industry Group
China

Associated brands: Guangzhou Automobile Industry Group, GAC Mitsubishi , GAC-FCA (Jeep), GAC-Honda, GAC-Mitsubishi, Hycan

Shameless failing to use its Power without having to make a sacrifice
i
-13

'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
8.0
High Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
On 28 February, Guangzhou Automobile's GAC Motor unit in Russia said that it will expand its dealership to sell the GAC cars to Tver, Yekaterinburg, Tyumen, Rostov on the Don River and Moscow. It added, "As the year goes on, GAC MOTOR branches will spread to locations deeper into Russia, creating more contact points with this crucial market and helping establish GAC MOTOR as a widely known and widely available brand in the country. GAC MOTOR looks forward to bringing more of the best of Chinese automobile technology to Russia, and using this as a blueprint for further expansion into urban centers around the world." It entered Russia in 2019.
Our Moral Verdict
Four days after the invasion of Ukraine, when most news was about companies quitting Russia, Guangzhou Automobile was going in the other direction. It's remarkable that the company's unit was proudly announcing its expansion. It is also completely out of keeping with Chinese companies, which have been keeping a low profile. We suspect the local team didn't communicate with head office about the announcement. In any case, it's a rare window on what is happening behind the scenes in a Chinese company after the invasion. Guangzhou Automobile is China's fourth largest car producer, and it needs to turn around. The other major Chinese automakers (SAIC, Dongfeng, FAW and Guangzhou Automobile Industry Group) have also continued working with Russia but they have said little to nothing about the war. Each wields psychological and strategic Power over Russia which can be realized with such an action, beyond its own small economic impact.
Rating as of: 28 February 2022

Tuflong

Rated as its parent Hitachi
Japan

Associated brands: Hitachi, Chassis Brakes, Hikoki, Hüco, Keihin, Kit Plus, Maxell, Nisin, Paraut, Tokico

Laggard Half-hearted with Power
i
28

'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.

Pre-invasion Status
1.3
De minimus Exposure
Potential sacrifice
8.0
High Power
Potential economic impact
Post-invasion Events
4.6  Degree
What?
2.0  Speed
When?
3.0  Attitude
How?
It announced that it "is" suspending exports to Russia and pausing its Russian manufacturing "for the time being". This excludes certain products, services and support that are "indispensable to the daily lives of people". The company iterated its support for Ukrainians amidst "this conflict" and said it donated "approximately 3 million U.S. dollars" in an earlier statement on 8 March.
Date of Announcement: 10 March 2022
Our Moral Verdict
A good case of 'Shades of Red'. Hitachi said it was cutting exports and ceasing manufacturing, but it is also a Confused Humanitarian for mentioning it was making carve-outs and, what’s worse, without being precise about what they were. Moreover, it was clear the company is only committing to stopping whatever it is stopping on temporary basis, which makes it a Mothballer. It made a weak Leadership statement that didn't take sides and the donation to Ukraine was only about 0.06% of profits (or 12% of what it made from Russia in a year). In Speed, the company was behind Japanese rival Panasonic, for which we gave it a Chicken Penalty. We think its behavior is even more disappointing compared to the Sacrifice we calculate it would be making if it did everything properly. We calculate Exposure at 1.3 based on Russia accounting for 0.5% of profits. Comparing that to the company's high Power (indeed the company itself accepts this by speaking about Russian dependency on its products), if it had done the right thing, it would have achieved a 600% plus Return on Sacrifice in this commercial-moral equation.
Rating as of: 10 March 2022

Tüpraş

Rated as its parent Koç Holding
Turkey

Associated brands: Koç Holding, Arçelik, Beko, Divan Group, Grundig, Otokar, Akpa A.Ş., Ark İnşaat, Aygaz, Birmot, Defy Appliances (Pty) Ltd, Demir-Export, Düzey, Elektra Bregenz, Flavel, Lipetgaz, Mogaz, Opet, Pürsu, RMK Marine, Sendeo, Setair, Setur, Setur Duty Free, Setur Marinas, Setur Select, Seturbiz.com, Seturmice, Tanı, THY Opet, Tofaş, Token Financial Technologies, TürkTraktör, Yapı Kredi

Shameless without having to make a sacrifice
i
-5

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

Pre-invasion Status
2.0
Low Exposure
Potential sacrifice
1.0
De minimus Power
Potential economic impact
Post-invasion Events
0.0  Degree
What?
0.0  Speed
When?
0.0  Attitude
How?
Koç is linked to Russia via numerous subsidiaries, such as Arcelik and Tupras, which have local production facilities. We have not monitored any withdrawal Announcement.
Our Moral Verdict
Koç is Turkey’s only representative in Fortune’s Global Top 500 companies. It’s a shame, therefore, that it hasn’t even made it off the starting blocks in the world’s slow race to leave Russia. If it disposed of its Russian production facilities, it could rescue Turkey’s reputation in a single shot, from 0% failure to 100% success out of this sample of one.
Rating as of: 11 May 2022
1 … 63 64 65 66 67 … 72

OUR MORAL BADGES

Each of Moral Rating Agency’s Moral Badge is generated by combining words we select to describe bands within each of the five dimension scores to allow a reader to see the components of a company’s behavior in linguistic form. The bands relating to each word or words are shown in the definition of each Moral Badge below.

How do we classify a company or organization?

Moral Badges

Description

Companies & Brands

Count

Sprinting Boycotter with Power

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

Companies/Brands:  Acacia Communications, Inc., ACDELCO, Albuquerque Studios, Boss Flight Entertainment, BUICK, CADILLAC, CHEVROLET, Cisco Systems, Deutsche Telekom, Duo Security Inc., General Motors, GMC, GMFINANCIAL, Jasper Technologies, Meraki, Millarworld, Netflix, Night School Studio, ONSTAR., Scanline VFX, T-Mobile, Ultium, Vehicle Intelligence Platform

Count: 

23

Sprinting Boycotter

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

Companies/Brands:  British Gas, Centrica, Direct Energy, Dyno, Hive, Local Heroes

Count: 

6

Sprinting Near-Boycotter with great Attitude & Power

'Sprinting' for a 9 to 10 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  United Parcel Service, UPS Logistics

Count: 

2

Sprinting Near-Boycotter with Power

'Sprinting' for a 9 to 10 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  FedEx

Count: 

1

Sprinting Near-Boycotter without Attitude but with Power

'Sprinting' for a 9 to 10 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Blue Yonder, JVC, Kawakita Denki Kigyosha, National, Panasonic, Quasar, Sanyo Electric Co., Ltd., Technics

Count: 

8

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

'Sprinting' for a 9 to 10 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  API Connect, Aspera, Atlas, Blueworks Live, CICS, Cloud Pak, Cloudant, Cognos Inc, International Business Machines, Red Hat Inc., SoftLayer Technologies Inc.

Count: 

11

Sprinting Half-hearted Seriously-exposed with Power

'Sprinting' for a 9 to 10 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Genesis, Hyundai Motor

Count: 

2

Sprinting Half-hearted

'Sprinting' for a 9 to 10 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score.

Companies/Brands:  HomeGoods, HomeSense, Marshalls, Sierra, TJX, TK Maxx, Winners

Count: 

7

Speedy Boycotter without Attitude

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

Companies/Brands:  Arrezzio, Baker’s Source, Block&Barrel, Buckhead Pride, Butcher’s Block, Casa Solana, Citavo, Earth Plus, Fire River Farms, House Recipe, Jade Mountain, Newport Pride, Pica y Salpica, Portico Seafood, Sysco, Wholesome Farm

Count: 

16

Boycotter with great Attitude & Power

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

Companies/Brands:  Alphabet, Calico, DoubleClick, Fitbit, Google, Looker, Loon, Nest, Verily, Waymo LLC, Waze, Wing, YouTube

Count: 

13

Boycotter with Power

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

Companies/Brands:  Acura, Alphabet, ASIMO, BMW Group, Designworks., Honda Motor, John Cooper Works, MINI, Mobilityland, Montesa, Rolls-Royce Motor Cars

Count: 

11

Boycotter without Attitude but with Power

'Boycotter' for a 9 to 10 Degree Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

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

Count: 

18

Sprinting Faint-hearted Seriously-exposed with Power

'Sprinting' for a 9 to 10 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score;'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Bond Street, Chesterfield, Diem, Facebook, Instagram, IQOS, L&M, Mapillary, Marlboro, Messenger, Meta (formerly Facebook), Muratti, Oculus, Parliament, Philip Morris International, TotalEnergies, WhatsApp, Workplace

Count: 

18

Sprinting Faint-hearted with Power

'Sprinting' for a 9 to 10 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Freightliner, Fuso, Maybach, Mercedes-Benz (formerly Daimler), Setra, Smart, Sterling, Thomas Built Buses, Western Star

Count: 

9

Speedy Near-Boycotter Sacrificer with Power

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

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

Count: 

10

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

'Speedy' for a 7 to 8 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Amoco, Ampm, Aral, BP, Castrol, Wild Bean Café

Count: 

6

Speedy Faint-hearted with Power

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

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

Count: 

71

Near-Boycotter with Power

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

Companies/Brands:  Deutsche Post DHL Group

Count: 

1

Faint-hearted Seriously-exposed without Attitude but with Power

'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Airbus, ATR (Airbus, Alenia Aeronautica, Leonardo), Daihatsu, Hino, Lexus, Ranz, Stelia Aerospace, Toyota Motor

Count: 

8

Faint-hearted with great Attitude & Power

'Faint-hearted' for a 1 to 4 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Bing, Edge, LinkedIn, Microsoft, MSN, Office, Skype, Windows

Count: 

8

Laggard Boycotter with great Attitude & Power

'Laggard' for a 0 to 5 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Accenture, Droga5, IMJ Corporation, SinnerSchrader, Trivadis AG

Count: 

5

Laggard Boycotter with Power

'Laggard' for a 0 to 5 Speed Score; 'Boycotter' for a 9 to 10 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  alkove, Amazing Baby, Amazon, Amfit Nutrition, Arabella, Arthur Harvey, Basic Care, BELEI, Buttoned Down, Cable Stitch, Coastal Blue, Comfort Denim Outfitters, Daily Ritual, Ella Moon, Emma Riley, Eono, Fabric.com, Franklin Tailored, Goodthreads, Happy Belly, Haven Outerwear, House & Shields, Inkast Denim, Iris & Lily, James & Erin, Lark & Ro, Life Long, Mae, Mama Bear, Movian, Myx Store, NuPro, OWN PWR, Peak Performance Nutrition, Peak Velocity, Pinzon, Presto!, Ravenna Home, Revly, Scout & Ro, Simple Joys by Carter’s, Solimo, Spotted Zebra, Stone & Beam, Tiksounds, Umi, Vedaka, Wag, Wickedly Prime

Count: 

49

Laggard Near-Boycotter with Power

'Laggard' for a 0 to 5 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Glencore

Count: 

1

Laggard Near-Boycotter

'Laggard' for a 0 to 5 Speed Score; 'Near Boycotter' for a 7 to 8 Degree Score.

Companies/Brands:  Alenza, BANDAG, Blizzak, Bridgestone, DriveGuard, Dueler, FIRESTONE, FUZION, TIRES PLUS, Turanza, WHEEL WORKS

Count: 

11

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

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

Companies/Brands:  Enel

Count: 

1

Laggard Half-hearted Seriously-exposed with Power

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

Companies/Brands:  LG Electronics

Count: 

1

Laggard Half-hearted with great Attitude & Power

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Alimentation Couche-Tard, Circle K, Collins Aerospace, Ingo, Pratt & Whitney, Raytheon Technologies

Count: 

6

Laggard Half-hearted with great Attitude

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 5 to 6 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score.

Companies/Brands:  Amundi, BforBank, Credit Agricole, IDIA Capital Investment, LCL, SODICA Corporate Finance

Count: 

6

Laggard Half-hearted with Power

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 5 to 6 Degree Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  U.S. Postal Service

Count: 

1

Laggard Half-hearted with Power

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

Companies/Brands:  Chassis Brakes, Hikoki, Hitachi, Hüco, Keihin, Kit Plus, Maxell, Nisin, Paraut, Tokico, Tuflong

Count: 

11

Laggard Half-hearted without Attitude but with Power

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 1 to 4 Degree Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Elster Group, EMS Technologies, Inc., Honeywell International, Intelligrated, Intermec, King’s Safetywear, RAE Systems, Sperian Protection, Xtralis

Count: 

9

Speedy Faint-hearted without Attitude but with Power

'Speedy' for a 7 to 8 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  Bank of China

Count: 

1

Faint-hearted

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

Companies/Brands:  Alleanza Toro, Assicurazioni Generali, Europ Assistance Group, INA (Istituto Nazionale delle Assicurazioni)

Count: 

4

Laggard Half-hearted

'Laggard' for a 0 to 5 Speed Score; 'Half-hearted' for a 5 to 6 Degree Score.

Companies/Brands:  Cover-More, Farmers Insurance Group, Hambro Life Assurance Plc, Zurich Insurance Group

Count: 

4

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

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'with great Attitude' for a 6 to 10 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

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

Count: 

53

Laggard Faint-hearted Seriously-exposed with Power

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

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

Count: 

31

Laggard Faint-hearted Seriously-exposed without Attitude but with Power

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'Seriously exposed' for a 4 to 10 Exposure Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  HiSilicon, Huawei Investment & Holding, Proven Honour Capital Limited

Count: 

3

Laggard Faint-hearted with great Attitude

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'with great Attitude' for a 6 to 10 in Attitude Score.

Companies/Brands:  Angel Risk Management Ltd, Axa, BROOKLYN, Dunlop , Srixon, Sumitomo, XL Insurance Company SE

Count: 

7

Laggard Faint-hearted

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

Companies/Brands:  Adfors, Allianz, Artex, Asturienne, Bank Handlowy, Bank One Corp, Bevego, BNP Paribas, Brasilit, British Gypsum, Brødrene Dahl, Cazenove Group, Celotex, Certainteed, Chatham Ventures, Inc., Chemical Equity Incorporated, Citigroup, CONSORSBANK, Creekstone Farms Premium Beef, Euler Hermes, Flexovit, Gavilon, Glassolutions, Gyproc, Helena Agri Enterprises LLC, InstaMed, Isover, Jewson, JP Morgan, Leca, Marubeni, Marubeni Information Systems, Metalmark Capital, Norton, Pasquill, PIMCO, Placo, Rencol, Rigips, SageGlass, Saint-Gobain, Scotframe, Sekurit, SmartestEnergy, The Bear Stearns Companies Inc., Tygon, Vetrotech, Washington Mutual Inc., Weber, WePay

Count: 

50

Laggard Faint-hearted without Attitude but with Power

'Laggard' for a 0 to 5 Speed Score; 'Faint-hearted' for a 1 to 4 Degree Score; 'without Attitude' for a 0 in Attitude Score; 'with Power' for a 4 to 10 in Power Score.

Companies/Brands:  CK Hutchison Holdings, Hutch, ICI Paric XL, Kruidvat, Metro Broadcast Corporation, Mr. Juicy, ParknShop, Savers, Superdrug, The Perfume Shop, Three, Watsons, Watsons Water, Watsons’s Wine, Wind Tre

Count: 

15

Laggard Faint-hearted with Power

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

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

Count: 

22

Shameless failing to use its Power without having to make a sacrifice

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

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

Count: 

105

Shameless without having to make a sacrifice

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

Companies/Brands:  Ahumada, Akpa A.Ş., Arçelik, Ark İnşaat, Aygaz, Bank of America, Beko, Benavides, Birmot, Catlettsburg Refining, LLC, CNH Industrial, Defy Appliances (Pty) Ltd, Demir-Export, Divan Group, Duane Reade, Düzey, Elektra Bregenz, EXOR Group, Ferrari, Flavel, Grundig, Japan Post Holdings, Koç Holding, Lipetgaz, Marathon Petroleum, Merrill Lynch, Mogaz, No. 7, Opet, Otokar, PartnerRe, Pürsu, RMK Marine, S-Oil, SABIC , Saudi Aramco, Sendeo, Setair, Setur, Setur Duty Free, Setur Marinas, Setur Select, Seturbiz.com, Seturmice, Soltan and Botanics, Tanı, The Economist, The International Maritime Industries, THY Opet, Tofaş, Token Financial Technologies, Toll Group, Tüpraş, TürkTraktör, Walgreens Boots Alliance, Waltrust Properties, Inc., Yapı Kredi, Yasref

Count: 

58

Shameless failing to use its power

'Shameless' for continued involvement with Russia;'failing to use its Power' for a 4 to 10 in Power Score.

Companies/Brands:  Alibaba Group Holding, AliExpress, Ant Financial, Auctiva, Cainiao, DingTalk, Feizhu, Gaode Map, Koubei, Lazada, Sinopec Group, Taobao, Tmall, UC Browser, Xianyu, Zhima Credit

Count: 

16

Total:

719

Total: 719

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our Moral Badges

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