The Walt Disney Company’s reputation took a dive among Americans, according to this year’s Axios Harris Poll 100, which showed the corporation has dropped by a dozen spots after its ongoing battle with Florida Gov. Ron DeSantis over his so-called “Don’t Say Gay” bill and students’ LGBTQ+ rights.

Democrats approved of Disney’s stance, but the company’s reputation took a hit among Republicans, dragging down its overall reputation score, reports Axios.

As a result, the poll ranked Disney as its fifth-most polarizing brand out of 100 considered in this year’s survey.

[Disney scores particularly low on categories such as character, trust, and ethics. I suspect that Bob Iger won’t care much … but Disney’s board members and shareholders might, especially given the company’s lackluster results for its streaming services and movies. Consumer disconnects get felt pretty clearly at the bottom line. As Harris Poll CEO told Axios, “When you divide audiences, you’re ultimately going to be subtracting customers for your business.” — Ed]