Australia's Most Trusted and Distrusted Brands in 2024

Roy Morgan has unveiled fresh insights into the brands Australians trust and distrust. In the December 2023 quarter, significant shifts have been noted, reflecting the evolving sentiment of the Australian public.

Key Points:

• Bunnings Reclaims Trust Throne: Bunnings has surged ahead, reclaiming its title as Australia's most trusted brand, surpassing Woolworths. This shift marks a noteworthy change at the top of the rankings.
• Optus Retains Distrust Crown: On the flip side, Optus remains entrenched as the most distrusted brand on the list, signaling ongoing challenges in consumer perception.
• Supermarket Trust in Flux: Woolworths, formerly at the helm of trust, yielded its position amid accusations of price-gouging practices during the cost of living crisis. Coles also experienced a dip in trust, sliding two places on the most trusted list.
• Rising Stars: Aldi and Kmart ascended in trust rankings, each climbing one spot, while Apple maintained its position at number six.
• Top 10 Trusted Brands: Toyota, Myer, Big W, and Australia Post rounded out the top 10, reflecting a diverse range of industries.
• Bendigo Bank Leads Positive Shift: Bendigo Bank notably advanced two spots within the top 20 trusted brands, showcasing its widening gap against competitors.
• Challenges for Public Broadcasters: The ABC dropped two rankings to 17th place, while SBS faced a significant decline, falling 23 places to 93rd.
• Optus Faces Uphill Battle: Despite efforts to rebuild trust, Optus retains its position as the most distrusted brand, grappling with the aftermath of a major data breach and network outage.
• Facebook/Meta Holds Steady: The social media giant maintained its second spot on the list of most distrusted brands, highlighting persistent concerns.
• Qantas Ascends as Least Trusted: Qantas moved up one spot to become Australia's third least trusted brand, indicating challenges for the national carrier.
• Stability Amid Distrust: Telstra, News Corp, Medibank, and Amazon remained consistent as the fourth, fifth, sixth, and seventh-most distrusted brands, respectively.

The research underscores growing distrust among Australians toward companies, attributed to various factors including corporate greed, poor customer service, unaffordable prices, dishonesty, unethical practices, and poor privacy practices.

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