Original article by Roy Morgan
Market Research Update – Page: Online : 5-Apr-23

For the first time since Roy Morgan began measuring trust and distrust in 2018, the telecommunications industry has emerged as the most distrusted industry in the entire economy, usurping the unenviable position from the social media industry. The recent woes of the telco industry have been driven primarily by the toxic levels of distrust that Optus experienced in the wake of its highly publicised data breach in September 2022. In the 12 months to February, Optus was the second most distrusted brand in the economy, with Telstra the third most distrusted. Facebook remains the most distrusted brand in the country despite slightly lower levels of distrust in recent months; however, Optus is closing in on the social media giant. The travel and tourism industry has also taken a fall in the industry Net Trust rankings, falling from 10th position to 13th, and now recording more distrust than trust. The industry has been brought down by heightened distrust of Qantas, which has faced negative press coverage over the past year. Qantas has fallen into Net Distrust territory for the first time this month, recording more distrust than trust. Insurance was the other industry to fall in the rankings, contributed to by continued high levels of distrust in Medibank, which is now the 7th most distrusted brand in the economy. The insurance industry is now more distrusted than the gambling industry.

CORPORATES
ROY MORGAN LIMITED, SINGTEL OPTUS PTY LTD, TELSTRA CORPORATION LIMITED – ASX TLS, FACEBOOK, QANTAS AIRWAYS LIMITED – ASX QAN, MEDIBANK HEALTH SOLUTIONS PTY LTD