Qantas loses Aussie trust as Woolies and Coles compete for top spot in ‘most trusted brand’ survey
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In Australia, there are certain brands and companies that we hold close to our hearts and we expect them to provide us with reliable and quality service.
But, when it comes to trusted brands, Qantas, arguably one of the most iconic home-grown brands in the country, appears to have lost Australia’s confidence in a recent brand survey.
So, which brand took out the top spot?
Supermarket giants Coles and Woolworths fared well again this year as trusted brands among Aussies, according to the recent Roy Morgan’s ‘Net Trust’ rankings – beating out some of our nation’s most iconic brands.
Roy Morgan is one of the longest-established, and most well-known independent market research companies based in Australia. The company has more than 80 years’ of experience collecting objective, independent information.
According to their data scientists, they analysed nominations from more than 22,000 Australians to identify the country’s most trusted and distrusted brands.
Woolworths and Coles have held onto their places, with Woolies taking the number one spot while Coles came in second.
In 2022, stores including Bunnings, ALDI, Kmart and BIG W were also among the most trusted brands in a survey carried out by Roy Morgan. You can read the full story in this article.
However, national carrier Qantas suffered a devastating drop in the survey this year. According to the poll, Qantas fell from number 9 to rank 40 after it was plagued by reports of bad customer service and flight delays.
Late last year, Qantas was named the ‘shonkiest’ company in Australia – a title given by the consumer experts from CHOICE. This award recognises ‘the worst of the worst’ in products and services offered by brands. So, what did Qantas do to top the ‘Shonky’ Awards? You can find out here.
‘The previously highly trusted Qantas has nosedived, falling 31 places, moving from the 9th most trusted brand in the September quarter to the 40th most trusted brand in the December quarter,’ the market research company said.
It added that six months ago, Qantas was the 6th most trusted brand in the country (according to their research), despite being plagued by ‘perceptions of poor customer service, flight delays, cancellations and rising prices’.
‘The brand now records only marginally more trust than distrust, whereas in the past its trust far surpassed its distrust.’.
Optus also took a hit, ranking second on the ‘most distrusted brands’ list, because of the September 2022 data breach. According to the results, Optus moved from the 17th most distrusted brand to the 2nd most distrusted brand – bumping Telstra to the third spot.
‘Only Facebook / Meta is now more distrusted than Optus,’ it said.
Medibank also suffered a similar fate as a result of the cybersecurity attack in October 2022. More details about this story can be read here. The private health insurance company, previously a trusted brand, has now dropped as the 14th most distrusted brand in the country.
Meanwhile, Australia Post ranked up and took the number 9 spot in the most trusted brand list.
Bunnings stayed at the number 3 spot, and ALDI remained in the 4th position, with discount store Kmart at number 5.
ALDI was also voted as the most affordable place to shop in, meanwhile Kmart continuously reels in consumers with their bargain items. Myer took the number 6 spot, toppling tech giant Apple down to number 7 in the survey. Meanwhile, BIG W and Toyota held on to their spots as number 8 and 10 respectively.
On the other hand, E-commerce brand Amazon dropped to the number 4 spot in the most distrusted list of brands, and News Corp came in 5th in the said brand list.
Harvey Norman and Google took 6th and 7th respectively, and financial services AMP placed 8th, with Rio Tinto and Nestle taking the 9th and 10th spots on the list.
According to the market research company, their methodology in determining the brands on each list was to ask each respondent which brand or company they trust and why, and which brand and company they distrust and why.
To avoid ‘leading’ any opinions or form bias, the survey was specially designed to be open-ended, unprompted, and context-free. You can read their full report here.
Do you agree with this list, members? Share your thoughts and experiences with the brands mentioned above in the comments!
But, when it comes to trusted brands, Qantas, arguably one of the most iconic home-grown brands in the country, appears to have lost Australia’s confidence in a recent brand survey.
So, which brand took out the top spot?
Supermarket giants Coles and Woolworths fared well again this year as trusted brands among Aussies, according to the recent Roy Morgan’s ‘Net Trust’ rankings – beating out some of our nation’s most iconic brands.
Roy Morgan is one of the longest-established, and most well-known independent market research companies based in Australia. The company has more than 80 years’ of experience collecting objective, independent information.
According to their data scientists, they analysed nominations from more than 22,000 Australians to identify the country’s most trusted and distrusted brands.
Woolworths took the number one spot as the most trusted brand by Australians. Credit: Woolworths
Woolworths and Coles have held onto their places, with Woolies taking the number one spot while Coles came in second.
In 2022, stores including Bunnings, ALDI, Kmart and BIG W were also among the most trusted brands in a survey carried out by Roy Morgan. You can read the full story in this article.
However, national carrier Qantas suffered a devastating drop in the survey this year. According to the poll, Qantas fell from number 9 to rank 40 after it was plagued by reports of bad customer service and flight delays.
Late last year, Qantas was named the ‘shonkiest’ company in Australia – a title given by the consumer experts from CHOICE. This award recognises ‘the worst of the worst’ in products and services offered by brands. So, what did Qantas do to top the ‘Shonky’ Awards? You can find out here.
Qantas lost the trust of many Australians. Credit: Sohel Patel/Pexels
‘The previously highly trusted Qantas has nosedived, falling 31 places, moving from the 9th most trusted brand in the September quarter to the 40th most trusted brand in the December quarter,’ the market research company said.
It added that six months ago, Qantas was the 6th most trusted brand in the country (according to their research), despite being plagued by ‘perceptions of poor customer service, flight delays, cancellations and rising prices’.
‘The brand now records only marginally more trust than distrust, whereas in the past its trust far surpassed its distrust.’.
Optus also took a hit, ranking second on the ‘most distrusted brands’ list, because of the September 2022 data breach. According to the results, Optus moved from the 17th most distrusted brand to the 2nd most distrusted brand – bumping Telstra to the third spot.
‘Only Facebook / Meta is now more distrusted than Optus,’ it said.
Medibank also suffered a similar fate as a result of the cybersecurity attack in October 2022. More details about this story can be read here. The private health insurance company, previously a trusted brand, has now dropped as the 14th most distrusted brand in the country.
Meanwhile, Australia Post ranked up and took the number 9 spot in the most trusted brand list.
This is the list of most trusted brands, according to the survey. Credit: Roy Morgan Australia
Bunnings stayed at the number 3 spot, and ALDI remained in the 4th position, with discount store Kmart at number 5.
ALDI was also voted as the most affordable place to shop in, meanwhile Kmart continuously reels in consumers with their bargain items. Myer took the number 6 spot, toppling tech giant Apple down to number 7 in the survey. Meanwhile, BIG W and Toyota held on to their spots as number 8 and 10 respectively.
On the other hand, E-commerce brand Amazon dropped to the number 4 spot in the most distrusted list of brands, and News Corp came in 5th in the said brand list.
Harvey Norman and Google took 6th and 7th respectively, and financial services AMP placed 8th, with Rio Tinto and Nestle taking the 9th and 10th spots on the list.
Here’s the full list for the most distrusted brands. Credit: Roy Morgan Australia
According to the market research company, their methodology in determining the brands on each list was to ask each respondent which brand or company they trust and why, and which brand and company they distrust and why.
To avoid ‘leading’ any opinions or form bias, the survey was specially designed to be open-ended, unprompted, and context-free. You can read their full report here.
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