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
