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We have a curated list of the most noteworthy news from all across the globe. With any subscription plan, you get access to exclusive articles that let you stay ahead of the curve.
We have a curated list of the most noteworthy news from all across the globe. With any subscription plan, you get access to exclusive articles that let you stay ahead of the curve.
We have a curated list of the most noteworthy news from all across the globe. With any subscription plan, you get access to exclusive articles that let you stay ahead of the curve.
According to a recent survey, three brands have maintained their status as the most trusted in the nation, while a struggling telecommunications company has seen its reputation take a hit.
Two Australian companies were on the podium, with Bunnings and Kmart in first and third, respectively, with German supermarket Aldi coming in second place, according to a Roy Morgan report.
Bunnings and the other top brands “represent value, reliability, and practical usefulness”, according to Roy Morgan. (Bloomberg via Getty Images)
The survey polled 18,204 people at the end of last year, and the results found Woolworths – once the most trusted company in the country – was still the most distrusted brand in Australia.
Michele Levine, CEO of Roy Morgan, highlighted the significant drop in trust for Woolworths, noting its steep decline from its previous top position.
“It’s quite a dramatic shift, considering Woolworths held the title of the most trusted brand just a few years back,” Levine observed.
Conversely, Levine pointed out that the brands topping the trust rankings exemplify what Australians hold in high regard during challenging economic times.
Optus’ reputation has taken a huge hit after the fatal Triple Zero saga. (Getty)
“These brands symbolize value, dependability, and practical benefits—qualities that Australians seek out when faced with uncertainty,” she explained.
Coles improved in the distrust ranking, going from second to fourth most distrusted brand in Australia, with the current court case with the ACCC based on misleading sales still having a lingering impact.
Qantas‘ reputation also increased slightly, moving down a place in the distrust rankings.
Optus fell to third place in the most distrusted brands, with the fallout from the Triple Zero scandal smashing the company’s reputation.
Meta, the parent company of Facebook, was in third as scepticism over social media continues, while Chinese marketplace Temu finished in fifth.
Westpac and Commonwealth Bank both found themselves as trusted branbds in Australia. (Nine)
Three of Australia’s big banks – Commonwealth Bank, Westpac and NAB – all made positive moves, but tech and AI companies took a hit to their reputation.
Microsoft is now the 21st most distrusted brand, moving up 37 places, while OpenAI moved up to 26th, 17 places higher than the last survey.
Levine said companies that associate with AI will continue to face reputational blows.
“Our view is that it is going to taint normally trusted brands,” she said.
See the full list of Australia’s most trusted and distrusted brands here. 
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