New Roy Morgan Research ranks Australia’s most trusted – and distrusted – retail brands

The latest data from Roy Morgan Research shows Bunnings has overtaken the two Australian supermarket giants to become Australia’s most trusted brand.

The research identified the most trusted and distrusted brands in the 12 months to December 2023.

Bunnings, which last held the top spot in 2020, has once again been crowned Australia’s most trusted brand.

According to Michele Levine, CEO of Roy Morgan, Bunnings is a brand with a huge reservoir of goodwill and reputational strength.

“Trust has risen steadily over the past year, while minimal distrust remains fairly stable,” she said.

“Bunnings has leveraged many of the fundamental pillars of a trusted brand, including great customer service, communicating what it stands for and delivers, being an active part of the community, solving customer problems and customer expertise and product knowledge.”

Woolworths lost its crown after a three-and-a-half-year stronghold, dropping one place to second.

Aldi and Kmart moved up to third and fourth place respectively, while Coles dropped to fifth.

Apple retained its position as Australia’s sixth most trusted brand, while Toyota overtook Myer to take seventh place.

Big W and Australia Post also retained their positions as the ninth and tenth most trusted brands.

Optus remains the most distrusted brand in Australia, followed by social media giant Meta.

Optus remains the most distrusted brand in Australia, followed by social media giant Meta

Telstra surpassed Qantas, which landed at number three in the distrust rankings after a turbulent 2023.

Media giant News Corp and health insurer MediBank came in fifth and sixth place, while Amazon remained unchanged in seventh place on the distrust ladder.

TikTok took eighth place, while X, formerly Twitter, fell one place as the most distrusted to ninth place.

Food manufacturer Nestle came last and ranked 10th in the distrust rankings.