The regular weekly Research Updates from Roy Morgan Research always contain interesting reading, this week on the most trusted brands.
“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 nosedived, falling 31 places, moving from the 9th most trusted brand in the September quarter to the 40th most trusted brand in the December quarter. Just six months ago the national carrier, which has been plagued by perceptions of poor customer service, flight delays, cancellations, and rising prices, was the 6th most trusted brand in the country. 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 – displacing Telstra. Only Facebook / Meta is now more distrusted than Optus.
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.”
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