Big Tech’s reputation takes a pandemic plunge – Axios

Americans have fallen further out of love with Big Tech, the latest Axios/Harris 100 brand reputation poll shows.

Why it matters: Even though Americans were hyper-connected to their devices throughout the pandemic, their relationship with many of the world's biggest tech firms has continued on a downward trend, suggesting that people see their products as necessary evils.

Social media leaders Facebook and Twitter failed to improve their standing near the bottom of the list, despite their role in helping users stay connected through pandemic-era isolation.

Overall, companies that sell products and services to businesses and individuals like Microsoft, Apple, Sony and HP fared much better than ad-supported social media and information tech companies like Facebook, Google, Twitter, TikTok and Reddit.

How it works: The Harris poll first identifies the 100 most visible companies and then ranks them based on what respondents think of them.

The big picture: Tech's reputation does not compare favorably to other industries in the poll. While sectors like pharmaceuticals, energy and financial services saw tremendous gains during the pandemic, tech and media suffered.

What to watch: Newcomers to the poll this year, like TikTok and Reddit, show that newer tech firms are becoming more visible to Americans.

Go deeper: Read the full results of our Axios/Harris 100 reputation poll and learn more about the methodology.

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Big Tech's reputation takes a pandemic plunge - Axios