Australia’s most trusted – and distrusted – brands
Pollster Roy Morgan has released new research outlining the most trusted and distrusted brands in Australia.
The data for the December 2023 quarter has seen airline Qantas slump further in the eyes of the Australian public, while the dwindling trust in major supermarkets during the cost of living crisis has seen a change at the top of the rankings.
Click through to see Australia’s most trusted and distrusted brands.
Most trusted 10: Australia Post
Australia Post is facing some business challenges, including the cost burden of delivering letters, but the postal service remains one of the country’s most trusted brands, coming in at number 10 on Roy Morgan’s list.
Most trusted 9: Big W
Next on the list is retailer Big W.
Most trusted 8: Myer
Leading department store Myer comes in next at number eight – a drop of one place from the September quarter.
Most trusted 7: Toyota
Replacing Myer at number seven is Toyota. The carmaker, which sells more vehicles in Australia than any of its rivals, jumped up one place from the quarter before.
Most trusted 6: Apple
The reputation of Apple remained unchanged, with the global tech giant retaining its place as the sixth-most trusted brand in Australia.
Most trusted 5: Coles
The biggest loser in the top ten for the December quarter was Coles, which dropped two places to number five as trust in the major supermarkets dwindled during the cost of living crisis.
Most trusted 4: Kmart
Taking advantage of Coles’ slide down the rankings was Kmart, with the discount department store rising one spot into fourth.
Most trusted 3: Aldi
Unlike the two major supermarkets, Aldi actually saw its reputation improve in the most recent survey, pushing it up one rank into third place.
Most trusted 2: Woolworths
Once Australia’s most trusted brand, Woolworths lost its crown in December as shoppers became increasingly distrustful of the major supermarkets and their large profits during the cost-of-living crisis.
Most trusted 1: Bunnings
In Woolworths’ place was Bunnings, reclaiming the title of Australia’s most trusted brand.
The hardware giant’s “community bias, demonstrable reputation for fair and equitable prices, brand strength, and category dominance – seemingly all without hubris” were behind its strong reputation, Roy Morgan CEO Michele Levine said.
(9 NEWS)
