Original article by Roy Morgan
Market Research Update – Page: Online : 8-Feb-23

Retail heavyweights have continued to lead the way in the latest Roy Morgan ‘Net Trust’ rankings. The top five most trusted brands are unchanged for a fifth straight quarter – Woolworths, Coles, Bunnings, ALDI and Kmart. The previously highly trusted Qantas has fallen from the 9th most trusted brand in the September quarter to the 40th most trusted brand in the December quarter. The brand now records only marginally more trust than distrust, whereas in the past its trust far surpassed its distrust. The September 2022 data breach has caused Optus’ Net Distrust Score to deteriorate significantly, moving from the 17th most distrusted brand in the September quarter, to the 2nd most distrusted brand in the December quarter. Medibank suffered a similar fate as a result of their own data breach in October 2022. The private health insurer was previously a trusted brand, but has now become the 14th most distrusted brand in the country. Roy Morgan data scientists analysed nominations from more than 22,000 Australians to identify the nation’s most trusted and most distrusted brands.

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