The 24th annual survey of Australia’s Most Trusted Brands has just been revealed exclusively in Reader’s Digest Australia.
Australia’s Most Trusted Brands have not only changed the way they interact with us during the past three years of the pandemic, but current cost-of-living pressures mean the most successful organisations are making even further refinements.
The always-make-it-better Dettol heads the pack, Bunnings is again our most ‘iconic’ (a category previously dominated by the likes of Hills Hoist and Vegemite), and the Royal Flying Doctor Service is our most trusted charity.
This is not a survey of the magazine’s readers. Reader’s Digest Australia commissioned independent market research agency Catalyst to conduct a stand-alone survey of more than 2,800 Australians, representing a cross-section of the consumer market and reviewing 74 different categories.
“It’s been a bumpy few years, but the best brands have stayed at the top of their game by being empathetic and flexible to our wants and needs,” notes Reader’s Digest Australia editor-in-chief Louise Waterson. “With inflation putting price pressure on everyone at the moment, trust remains a hard-earned and vitally important commodity. “Many leading companies are rebranding their image, or reshaping their services, to hold on to existing customers and seek out new ones. And in the case of an organisation like Weber, a consistently strong performer which very nearly grabbed top spot, strategic sponsorships and alliances (such as supporting women’s cricket) has helped deliver an even broader appeal with customers.”
DETTOL NUMBER ONE –
Most Australians will have a very long and personal relationship with Dettol, all the way back to skinned knees in childhood and knowing that Dettol made it better and kept us safe. Of course, the company makes a range of products now. But it continues to deliver every time we use those products, holding our trust and loyalty in the process.
BUNNINGS OUR MOST ‘ICONIC’ –
Bunnings has been very successful at becoming a part of our lives. Both for our individual weekend projects, and as an active supporter of community groups and causes. From humble beginnings the company has grown to include more than 300 stores nationally, employing more than 50,000 team members. While the brand continues to grow and prosper, it never loses sight of its core values of putting its team, and customers, first.
ROYAL FLYING DOCTOR SERVICE – OUR MOST TRUSTED CHARITY –
We live in a big and often challenging land and we admire those who can rise to the challenge. We’re particularly proud of organisations that won’t let a mate down. In 1928, the Reverend John Flynn aimed to extend the ‘mantle of safety’ to those who live, work and travel in the bush – a massive expanse across Australia. As a result, the Royal Flying Doctor Service took off and has since established itself in the hearts and minds of many Aussies because of the crucial and selfless service it delivers to those who need it.
