Original article by Roy Morgan
Market Research Update – Page: Online : 1-Dec-21

Roy Morgan CEO Michele Levine and social scientist Dr. Ross Honeywill present the latest QUARTERLY rankings of Australia’s most TRUSTED and DISTRUSTED brands for the year to September 2021, and for the first time this special 20-minute Micro Webinar dives deeply into the data to look at who is driving the TRUST and DISTRUST of key brands. TRUST is well-understood as a driver of decisions made by consumers every day, but it is DISTRUST that is often overlooked. DISTRUST is not just an absence of TRUST, it can be much more dangerous than that for brand health and relevance in the marketplace. As an example of the damage that can be done we must consider the ‘Arc of DISTRUST’ which has been on display recently with continuing protests in the streets of our Capital Cities concerning vaccine mandates and pandemic-related legislation. The webinar also highlights the Top 20 most TRUSTED brands which are led by supermarkets and retailers including Woolworths, Coles, Bunnings, ALDI and Kmart. One of the big improvers in the September quarter has been the ABC – now ranked 14th overall for Net Trust. As well as the most TRUSTED the webinar also highlights the Top 20 most DISTRUSTED brands in the September quarter, and the big movers include Harvey Norman (now in the Top 10 most DISTRUSTED brands), Google (which is now the third most DISTRUSTED brand) and oil companies Shell and BP – which are both now in the Top 20 most DISTRUSTED brands. The webinar also dives deeply into how investors, supporters of different political parties (ALP, Liberal and Greens supporters), and Premium consumers such as ‘NEOs’ view leading brands and companies for both TRUST and DISTRUST. To learn more about what drives these key consumer and investor segments

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