Home Australia New Roy Morgan Research ranks Australia’s most trusted (and distrusted) retail brands

New Roy Morgan Research ranks Australia’s most trusted (and distrusted) retail brands

by Elijah
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Bunnings has been crowned Australia's most trusted brand, displacing Woolworths at the top spot

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The latest data from Roy Morgan Research revealed that Bunnings has overtaken Australia’s two supermarket giants to become Australia’s most trusted brand.

The research revealed the most trusted and distrusted brands in the 12 months to December 2023.

Bunnings, which last held the top spot in 2020, has once again been crowned Australia’s most trusted brand.

According to Michele Levine, CEO of Roy Morgan, Bunnings is a brand with a deep reservoir of goodwill and reputational strength.

Bunnings has been crowned Australia's most trusted brand, displacing Woolworths at the top spot

Bunnings has been crowned Australia’s most trusted brand, knocking Woolworths out of the top spot

“Their trust has increased steadily over the last year, while their minimum distrust remains fairly stable,” he said.

“Bunnings has leveraged many of the fundamental pillars of a trusted brand, including excellent customer service, communicating what it stands for and offers, being an active part of the community, solving customer problems, and product expertise and knowledge” .

Woolworths lost its crown after three and a half years of dominance, dropping one place to second place.

Aldi and Kmart moved into third and fourth place respectively, while Coles fell to fifth place.

Apple maintained its position as Australia’s sixth most trusted brand, while Toyota overtook Myer to move into seventh place.

Big W and Australia Post also maintained their places as ninth and tenth most trusted brands.

Optus remains the least trusted brand in Australia, followed by social media giant Meta.

Optus remains the most mistrusted brand in Australia, followed by social media giant Meta.

Optus remains the most mistrusted brand in Australia, followed by social media giant Meta.

Optus remains the most mistrusted brand in Australia, followed by social media giant Meta.

Telstra overtook Qantas, which came in at number three in the distrust rankings after a turbulent 2023.

Media giant News Corp and health insurer MediBank took fifth and sixth place, while Amazon remained unchanged at seventh place on the distrust scale.

TikTok, ranked eighth, while X, formerly Twitter, fell one place as the most distrusted to ninth.

Food manufacturer Nestlé came in last, coming in 10th in the distrust ranking.

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