Utility companies have a significant consumer distrust problem

Original article by Roy Morgan
Market Research Update – Page: Online : 18-May-20

As part of its extensive, continuous measurement of consumer trust and distrust in Australia, Roy Morgan tracks 44 brands in the Utilities sector: gas, electricity and water providers. The latest results for March 2020 show the amount of distrust felt towards Utilities brands as a group significantly outweighs the trust they generate, resulting in the industry falling deep into Net Distrust territory – ranked 22nd of 25 industry sectors. This finding will undoubtedly concern many in the sector, particularly with federal and state energy watchdogs monitoring providers more closely than ever, given the number of customers now experiencing financial hardship. There are exceptions among the 44 brands being tracked: Red Energy, Aurora and Simply Energy are all trusted brands, while Alinta Energy has a neutral score. But some of Australia’s biggest energy brands are its most distrusted.

CORPORATES
ROY MORGAN LIMITED, RED ENERGY PTY LTD, AURORA ENERGY PTY LTD, ALINTA ENERGY (AUSTRALIA) PTY LTD

Trust in most media during the Coronavirus pandemic is brittle

Original article by Roy Morgan
Market Research Update – Page: Online : 16-Apr-20

Australians need to be able to rely on media for the latest advice and information during the COVID-19 pandemic, yet trust in media outlets remains disappointingly low, as a special media industry distrust risk survey by Roy Morgan has found. Research firm Roy Morgan measures consumer distrust, and the risk it poses to companies, across 25 industries. As a whole, media is the third most distrusted of the 25 industries and it has had the largest increase in distrust of any industry over the past 8 months. The key media brands which buck the trend, those which are highly trusted by Australians, are the ABC, SBS and Netflix, while the most trusted key tech brands, a significant conduit for media content, include Apple and Microsoft. Roy Morgan CEO Michele Levine says amid the first global pandemic in a century, consumer trust is critical for all businesses, but particularly so for media, which is delivering vital information in a rapidly changing environment. Roy Morgan’s ongoing risk monitor shows that levels of trust and distrust for individual companies can change quickly. This variability means regular tracking of the pulse of the community is vital.

CORPORATES
ROY MORGAN LIMITED, AUSTRALIAN BROADCASTING CORPORATION, SPECIAL BROADCASTING SERVICE (SBS), NETFLIX INCORPORATED, APPLE INCORPORATED, MICROSOFT CORPORATION

Honest, genuine and community-minded leaders focused on the public interest score highest for Trust

Original article by Roy Morgan
Market Research Update – Page: Online : 30-Mar-20

A special Roy Morgan survey on ‘Trust’ and ‘Distrust’ of government and business leaders conducted in March shows that being honest and genuine is the most valued trait for leaders with a high level of Trust. This trait was mentioned by 27% of respondents in relation to political leaders and 30% for business leaders, according to the survey of 974 Australians aged 14+. Another personality trait to rate highly was being community-minded and with a focus on the public interest, mentioned by 15% of respondents for political leaders and 12% for business leaders. In contrast, the traits that drive ‘Distrust’ include being dishonest/doesn’t tell the truth/dodgy (mentioned by 26% as a key reason to ‘Distrust’ political leaders and 27% for business leaders). Another key driver of ‘Distrust’ which is particularly evident for business leaders with high ‘Distrust’ is Focusing on their own interests/having their own agenda/being selfish (mentioned by 33%). This was also the second largest trait driving ‘Distrust’ in political leaders at 19%.

CORPORATES
ROY MORGAN LIMITED

When the COVID-19 crisis ends, we still have a distrust epidemic to deal with

Original article by Roy Morgan
Market Research Update – Page: Online : 30-Mar-20

The COVID-19 pandemic has revealed deep fissures of distrust in Australia, accelerating a risk that research firm Roy Morgan has been warning about for some time. "We interview more than 50,000 Australians every year, in person, at length, and have done so for decades," says Roy Morgan CEO Michele Levine. "We’ve seen countless trends come and go and deeper changes take root. But in 2017 we realised something new was happening. Something was corroding the way people felt about the companies they interacted with, the sports they followed, the communities they lived in." It clearly involved trust, "but we’ve been measuring trust for a long time and those measures weren’t capturing it," she says. The breakthrough was realising that the issue wasn’t low trust levels, or even an absence of trust: "That’s a problem, but it doesn’t produce the societal cracks we were observing". The culprit was much more potent and damaging: active distrust. "Distrust poses a very real, material risk to brands, communities and even nations," says Levine. Levine and her team developed a rigorous measure for distrust: the Roy Morgan Risk Monitor. They now measure both trust and distrust across and within 25 key industries, and also assess trust and distrust in key public political and business leaders. The results are disturbing. The latest findings on Australians’ distrust for our Prime Minister and government should ring loud alarm bells as the country faces its biggest challenge since World War II.

CORPORATES
ROY MORGAN LIMITED

Businessmen Dick Smith, Mike Cannon-Brookes and Andrew Forrest score highest for Net Trust

Original article by Roy Morgan
Market Research Update – Page: Online : 23-Mar-20

A special Roy Morgan survey on ‘Trust’ and ‘Distrust’ of business leaders shows Australian entrepreneurs Dick Smith, Mike Cannon-Brookes and Andrew Forrest have the highest ‘Net Trust Scores’ – meaning the ‘Trust’ felt towards the three far outweighs the ‘Distrust’ – according to a special Roy Morgan Snap SMS Survey of 974 Australians aged 14+ conducted this week. Behind the top three is Qantas CEO Alan Joyce. Also scoring highly for ‘Trust’ are Medical Leaders/Professionals and the Australian Medical Association, which is currently at the forefront of dealing with the COVID-19 coronavirus pandemic. At the other end of the scale are business leaders whose ‘Distrust’ outweighs their ‘Trust’ among Australians. Media proprietor Rupert Murdoch scores the highest ‘Distrust’ of any businessman, ahead of ex-politician and mining entrepreneur Clive Palmer and fellow miner Gina Rinehart. All three fill the rankings for the highest ‘Net Distrust’ and are followed by retailer Gerry Harvey of Harvey Norman. Also scoring high levels of ‘Net Distrust’ are the generic ‘Banks/Bank CEOs’ and ‘Mining companies’. Roy Morgan CEO Michele Levine says Australians often look towards high-profile business people to provide leadership in times of crisis.

CORPORATES
ROY MORGAN LIMITED

Bunnings, ALDI and Woolworths Australia’s most trusted brands

Original article by Roy Morgan
Market Research Update – Page: Online : 18-Mar-20

Roy Morgan research shows that distrust is one of the most significant, yet least recognised risks to Australian business and society in general. For many people, seeing widespread distrust in action has come as a surprise. But Roy Morgan analysts recognised several years ago that something was building in society which wasn’t being captured by traditional measures. A major ongoing research program revealed the corrosive effects distrust was having. The March 2020 edition of the Roy Morgan Risk Report shows that topping the brands with a Net Distrust Score – where distrust outweighs trust, and in these cases far outweighs it – are Facebook, Telstra and AMP. Mining and Petroleum is the most distrusted industry sector. On the flipside, topping the list of brands with a Net Trust Score – meaning the trust felt toward them outweighs the distrust – are Bunnings, ALDI and Woolworths. Retail is the most trusted industry sector. These insights are drawn from the ongoing Roy Morgan Risk Monitor – based on over 1,000 interviews each month. Respondents are asked which brands and companies they trust, and why, and also which brand and companies they distrust, and why.

CORPORATES
ROY MORGAN LIMITED, FACEBOOK INCORPORATED, TELSTRA CORPORATION LIMITED – ASX TLS, AMP LIMITED – ASX AMP, BUNNINGS GROUP LIMITED, ALDI LIMITED, WOOLWORTHS GROUP LIMITED – ASX WOW

State of the Nation – Media: Harnessing the future by building Trust and dissipating Distrust

Original article by Michele Levine, Roy Morgan
Market Research Update – Page: Online : 27-Aug-19

The media landscape in Australia is in an unprecedented state of disruption and change as digital media continues to upend established norms and business practices. However, there is a ‘hard’ currency that remains constant that drives consumers to return to, or reject, brands and channels: Trust and Distrust. For media channels and brands to survive and thrive they must build Trust and crucially, minimise Distrust. While a high level of Trust will keep audiences engaged and coming back, a high, or increasing, level of Distrust will drive audiences (consumers) away – perhaps never to return. More Australians Trust ‘newspapers’ than any other channel – but down from 2018, ahead of Television, News & Newspaper Websites, Social Media, Radio and Magazines. Social Media is the most Distrusted media channel – but down from a year ago, followed by Print, Newspapers, Television, Magazines, News & Newspaper Websites and Radio. The ABC is by far the most Trusted media corporation, followed by Nine Entertainment, SBS, Newscorp, Facebook, Seven West Media, Google/Alphabet Group and Schwartz Media. The most Distrusted media corporation is Facebook, although its Distrust has improved significantly since 2018, ahead of Newscorp, Nine Entertainment, Seven West Media, the ABC and Fox.

CORPORATES
ROY MORGAN LIMITED

Distrust is highest for Cricket a year after sandpaper gate

Original article by Roy Morgan
Market Research Update – Page: Online : 9-Aug-19

Australians’ distrust in Cricket is higher than any other sport a year after the ball-tampering scandal engulfed the Australian men’s cricket team and led to the suspensions of senior players. Joining Cricket with high levels of distrust are Rugby League/NRL, Aussie Rules/AFL, Horse Racing, Rugby Union, Soccer, Boxing, Tennis, Cycling and Greyhound Racing from research conducted in June 2019. Distrust in Cricket soared in the wake of ‘sandpaper gate’ and Cricket remains one of the leading sports with a negative Net Trust Score, according to the latest Roy Morgan Sports Net Trust Score survey. Although Cricket continues to have high distrust there is some good news. Women’s Cricket continues to provide a boost to the overall image of the sport, with higher trust than distrust. In addition the overall Net Trust Score for Cricket as well as for Rugby League/NRL, Aussie Rules/AFL, Soccer and Boxing have all improved compared to a year ago.

CORPORATES
ROY MORGAN LIMITED

Supermarkets, Pubs and Pokies – poles apart in Trust and Distrust

Original article by Roy Morgan
Market Research Update – Page: Online : 4-Jul-19

The latest research from the Roy Morgan Trust and Distrust Monitor shows that Retail and Supermarkets have the highest Net Trust Score (NTS). Gambling is at the other extreme, with a negative NTS – more Australians distrust gambling companies than trust them, while and Food and Beverage companies are in the middle. Banks remain in negative territory, on an annual basis, but the last quarter has shown signs of improvement.

CORPORATES
ROY MORGAN LIMITED

NAB the big loser from Hayne Royal Commission – most distrusted bank in Australia

Original article by Roy Morgan
Market Research Update – Page: Online : 15-Feb-19

Roy Morgan has been measuring bank trust and distrust since 2017 and recently conducted a survey in January before the release of the Hayne report, and another in February during the week following the report being made public. The Roy Morgan Net Trust Score Survey in January revealed CBA as the bank brand with the lowest level of trust and the highest level of distrust. However, in the wake of the Hayne report, NAB skyrocketed into the unenviable position as Australia’s least trusted and most distrusted bank brand. In January 36.9% of Australians distrusted NAB, but in the immediate wake of the report’s release the number of Australians distrusting NAB soared to 53.7%. Simultaneously, NAB’s level of trust plunged from 18.5% to 11.5%, delivering it the banking sector’s worst Net Trust Score of -42.2%, with the other three major brands in the minus twenties. Roy Morgan CEO Michele Levine says this is the highest level of distrust we have ever seen for a bank brand in Australia.

CORPORATES
ROY MORGAN LIMITED, NATIONAL AUSTRALIA BANK LIMITED – ASX NAB, COMMONWEALTH BANK OF AUSTRALIA – ASX CBA