VW Challenges Shell As World's 'Most Hated' Brand After Emissions Scandal

The emissions scandal "has propelled Volkswagen to the fourth spot in a list of brands most hated by NGOs, while Shell retains the top place," according to Matthew Chapman of MARKETING MAGAZINE. Energy companies "dominate the list of the most criticised companies in the world," according to research by NGO tracker Sigwatch. In the U.K., companies including Barclays, Nestlé, HSBC, Morrisons, Tesco, Asda-owner Walmart and Amazon "were among the least popular firms." Confusingly, Barclays, Tesco and Nestlé also appear on the U.K.'s "most praised" brands list. Marks & Spencer "was the second most praised firm globally due to it working closely with NGOs on sustainability and ethical sourcing issues." It also "claimed the most praised title" in the U.K. (MARKETING MAGAZINE, 1/17).