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New Polling Data Reveal Dramatic, Negative Shift In Public Perceptions Of Wal-Mart
Wall Street Journal: “…progress in denting Wal-Mart’s image”For Immediate Release
Friday, July 22, 2005
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As reported in today’s Wall Street Journal, new public opinion polling conducted for Wal-Mart Watch reveals significant erosion in positive perceptions of Wal-Mart. Since Wal-Mart Watch was launched in April 2005, the organization has been leading a successful public education campaign to reveal a more complete picture about the company’s business model.
The Wall Street Journal reports, “The activist group Wal-Mart Watch, which calls the retailer an irresponsible corporate citizen, says its polling shows the company's favorable rating dropping to 50% from 59% in March.” Wal-Mart’s favorable-unfavorable ratings have shifted in a meaningful way, from 59 percent favorable/31 percent unfavorable in March to 50 percent favorable/39 percent unfavorable in the recent July survey. In sum, across four months, these data reveal a dramatic fourteen point net-negative shift in public perceptions of Wal-Mart.
The July survey was fielded between July 7-10, 2005 from 800 respondents nationally, age 18 or older, with a margin of error of +/-3.5 percent. It was conducted by Westhill Partners, which conducts the Westhill/Hotline poll routinely cited in major media outlets.
“Based on everything you know or have heard about Wal-Mart, is your opinion of Wal-Mart favorable or unfavorable?”
July
March
Favorable
50%
59%
Unfavorable
36%
31%
Neither
9%
5%
Don’t
Know/Refused
5%
5%
Said Andrew Grossman, Executive Director of Wal-Mart Watch, “For a company that spent $841 million on advertising in 2004 alone, these polling numbers are a reality check for Wal-Mart. Despite their efforts at image-enhancement, more Americans are recognizing that Wal-Mart is, in fact, a meager employer, a poor neighbor, and an irresponsible corporate citizen.”
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