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

Xandr Shares Comprehensive Approach To Identity
  • Marketing

Xandr Shares Comprehensive Approach To Identity

Xandr today shared insight into its multi-faceted approach to identity solutions, to facilitate high-value transactions for buyers and sellers following the deprecation of third-party cookies and device IDs.

When It Comes Brand Building, Less Isn’t Always More
  • Opinion

When It Comes Brand Building, Less Isn’t Always More

In this guest post, Hulsbosch’s creative director Marcel Wijnen, casts his design eye over what truly makes a brand and says it’s all about being true and essential… To do simple – and to be original – is a truly tough task. Not impossible, but not easy. Naturally, we can get lost in ‘striving for simplicity’ […]


by B&T Magazine

B&T Magazine
South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!
  • Advertising

South Australian Supermarket Chain Foodland Launches ‘Mighty’ New Campaign, Via KWP!

South Australia’s largest independent supermarket chain, Foodland – with its unforgettable jingle “Foodland, the mighty South Aussies, yeah” – will launch a new campaign on 7th March. The campaign coincides with the chain’s $251m expansion program to open twenty-five new stores, revamp fourty-seven and create 2,500 new jobs over the next five years. Agency KWP! […]

Introducing The Zavy Social Scoreboard
  • Partner Content

Introducing The Zavy Social Scoreboard

Get yourself acquainted with the Zavy Social Scoreboard here. Why not mix a martini for added mood and intimacy.

Partner Content

by B&T Magazine

B&T Magazine