Australians Trust Supermarkets, Are Suspicious Of Facebook, Amazon And Google

Coolongatta, Queensland, Australia, January 20 2020: Aldi and woolworths Business sign Australia

Roy Morgan’s Rise Report: COVID issue has found that Woolies, Coles and Aldi (along with Bunnings) are the most trusted brands in the country.

The report surveyed more than 10, 000 Australians to find the 10 most trusted and distrusted brands in Australia.

Woolies took the top spot, but Coles at number two was the fastest mover, having jumped two spots since May of last year. The power of a sausage sizzle clearly never dies as Bunnings came in third, followed by the plucky upstart of supermarket chains, ALDI.

Also in the top ten list was QANTAS, a testament to the power of their brand in a year where almost no-one could get on a plane. Apple, in its first top ten spot, came in sixth and Kmart at seventh – proof that cheap homewares will always be appealing.

The ABC is the only media organisation on the list, and the top 10 rounds off with two other new contenders, Microsoft and Myer.

With Microsoft at 9th most trusted and Google at 8th most distrusted, perhaps Australians are prepared to make a permanent switch to Bing.

This was the first year that no banks or financial institutions made the top 10 trusted list, though NAB has finally dropped out of the distrusted list.

Michele Levine, Roy Morgan CEO, said, “distrust remains the number one risk factor for the nation’s companies because it is the toxic element in brand equity: trust is a brand asset while distrust is a brand liability.”

Perhaps unsurprisingly, on the distrust hierarchy Facebook took the top spot, followed by Telstra. In an impressive debut in the top 10, Amazon came in third (maybe that’s why Jeff Bezos is stepping down as CEO?). NewCorp / New Ltd was fourth, followed by AMP and Rio Tinto.

Roy Morgan’s analysis focuses on the decision by Rio Tinto to destroy the sacred 46, 000 year old Juukan Gorge indigenous heritage site as the reason for their position on the distrust list.

The entire risk report can be viewed here.

 

                                             Feature Imaged credit: iStock




Please login with linkedin to comment

Roy Morgan

Latest News

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]