Roy Morgan names the most trusted and distrusted retail brands in Australia
- Replies 17
In today’s retail landscape, trust plays an incomparable role in shaping buying decisions.
Trusted brands enjoy the loyalty of their customers even during trying times, while distrusted labels find themselves stuck in a constant battle to salvage their reputation.
Keeping this in mind, the latest research from research firm Roy Morgan shines a spotlight on Australia's beloved and less-appreciated retail brands.
In a country fiercely protective of its homegrown brands, the latest research from Roy Morgan arguably holds significant implications for all those operating in the Australian consumer market.
The research, which surveyed Aussies' perception of a whole spectrum of brands in the year to December 2023, crowned home improvement chain Bunnings as the most trusted brand in Australia.
It overtook Australia's two supermarket giants to become Australia's most trusted brand.
Bunnings, which last dominated the trust category in 2020, has managed to grab the laurels again, reflecting the dip in Australians' faith in supermarket giants.
Woolworths has slipped down from its previous top spot and came in second place, while ALDI and Kmart nudged their way up to third and fourth, respectively.
Coles, meanwhile, tumbled down to fifth place.
According to Roy Morgan CEO Michele Levine, Bunnings has built a vast reservoir of goodwill and reputational strength.
'Its trust has been climbing steadily over the past year while its minimal distrust remains fairly stable,' Levine said.
'Bunnings has harnessed many of the foundational pillars of a trusted brand including great customer service, communicating what it stands for and delivering, being an active part of the community, solving customer’s problems and expertise and product knowledge.'
Tech giant Apple also retained its spot as the sixth most trusted brand, followed by Toyota who had overtaken Myer to get into seventh place.
BIG W and Australia Post, were rather stable, retaining their solid ranking as the ninth and tenth most trusted brands.
On the flip side, a few brands have persistently remained at the top of the 'distrust' pile.
The dubious honour of being the most distrusted brand in Australia still goes to telecommunications provider Optus.
Chasing closely behind Optus is Meta, the social media giant, which is followed by Telstra.
Telstra has surpassed Qantas to take third place in the distrust rankings.
Media titan NewsCorp and health insurer Medibank came in fifth and sixth, respectively.
Amazon, despite its efforts, remains cemented at the seventh spot.
Meanwhile, social media platform, TikTok, landed at the eighth spot, followed by X, formerly known as Twitter, dwindling one spot to ninth on the distrust scale.
Food manufacturer Nestle, unfortunately, finished the list, coming in at 10th place on the distrust rankings.
What are your thoughts on this list? Did your favourite brand make it to the top (or bottom!) of the list? Let us know in the comments below!
Trusted brands enjoy the loyalty of their customers even during trying times, while distrusted labels find themselves stuck in a constant battle to salvage their reputation.
Keeping this in mind, the latest research from research firm Roy Morgan shines a spotlight on Australia's beloved and less-appreciated retail brands.
In a country fiercely protective of its homegrown brands, the latest research from Roy Morgan arguably holds significant implications for all those operating in the Australian consumer market.
The research, which surveyed Aussies' perception of a whole spectrum of brands in the year to December 2023, crowned home improvement chain Bunnings as the most trusted brand in Australia.
Bunnings has been named as the most trusted brand in Australia by research firm Roy Morgan. Image source: Bunnings.
It overtook Australia's two supermarket giants to become Australia's most trusted brand.
Bunnings, which last dominated the trust category in 2020, has managed to grab the laurels again, reflecting the dip in Australians' faith in supermarket giants.
Woolworths has slipped down from its previous top spot and came in second place, while ALDI and Kmart nudged their way up to third and fourth, respectively.
Coles, meanwhile, tumbled down to fifth place.
According to Roy Morgan CEO Michele Levine, Bunnings has built a vast reservoir of goodwill and reputational strength.
'Its trust has been climbing steadily over the past year while its minimal distrust remains fairly stable,' Levine said.
'Bunnings has harnessed many of the foundational pillars of a trusted brand including great customer service, communicating what it stands for and delivering, being an active part of the community, solving customer’s problems and expertise and product knowledge.'
Tech giant Apple also retained its spot as the sixth most trusted brand, followed by Toyota who had overtaken Myer to get into seventh place.
BIG W and Australia Post, were rather stable, retaining their solid ranking as the ninth and tenth most trusted brands.
On the flip side, a few brands have persistently remained at the top of the 'distrust' pile.
The dubious honour of being the most distrusted brand in Australia still goes to telecommunications provider Optus.
Chasing closely behind Optus is Meta, the social media giant, which is followed by Telstra.
Telstra has surpassed Qantas to take third place in the distrust rankings.
Media titan NewsCorp and health insurer Medibank came in fifth and sixth, respectively.
Amazon, despite its efforts, remains cemented at the seventh spot.
Meanwhile, social media platform, TikTok, landed at the eighth spot, followed by X, formerly known as Twitter, dwindling one spot to ninth on the distrust scale.
Food manufacturer Nestle, unfortunately, finished the list, coming in at 10th place on the distrust rankings.
.png){kind=icon}
