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Qantas suffers a devastating drop in the trust Australians once had in our trusted national airline, while Woolies and Coles battle for top spot
- Two Supermarket Giants Score Great in a Trusted Brands Survey
- Coles and Woolworths top latest Roy Morgan poll
- Qantas had a devastating drop from the top 10 to 40th place
Two supermarket giants have clung to the trust of Australians, while arguably our most iconic local brand has all but disappeared from Australian hearts and minds.
The latest Roy Morgan survey, which determines the country’s most trusted brands every three months, ranked Woolworths and Coles as Australia’s most trusted brands.
But national carrier Qantas suffered a devastating slump, falling from number nine to 40th after being plagued by stories of poor customer service and flight delays.
Optus also took a hit, taking second place on Roy Morgan’s list of most distrusted brands, relegating Telstra to three.
The embattled telco rose from the 17th spot posted in September after its customers’ data was stolen and leaked online in a cybersecurity attack last year.
Woolworths and Coles came in at number one and two respectively as part of Roy Morgan’s Most Trusted Brand survey for the December quarter.
But Qantas plunged below the top 10 after the airline was plagued by perceptions of poor customer service and flight delays, dropping to 40th.
Qantas has dropped a whopping 34 places from its ranking six months ago after it took sixth place in mid-2022.
Airline delays, baggage issues and plane returns this year alone have left a bad impression on Australians.
Australia Post made a foray into the top 10 at number nine, with the troubled postal service upping the ante by two notches from last September.
It comes after the group’s pre-tax profit rose from $199.8 million to $23.6 million in the first half of the fiscal year through December 31.
Optus also took a hit by appearing on the list of most distrusted brands polled by Roy Morgan at number two, knocking Telstra down to three.
Hardware giant Bunnings stayed at number three.
Aldi kept up the competition by remaining in fourth position with discount store Kmart trailing behind at number five.
The German supermarket chain has been voted the most affordable place to shop, while Kmart also attracts Australian shoppers looking for a bargain.
Luxury department store Myer was ranked number six, knocking tech giant Apple down to seven in the December survey.
But the winners that took the top ten included hardware giant Bunnings which settled at number three.
Coles and Woolworths have remained on equal footing since last September, sitting safely in the top two spots.
Aldi kept up the competition by remaining in fourth position with discount store Kmart trailing behind at number five.
Big W and Toyota retained their places at eighth and tenth respectively.
The most distrusted brand in Roy Morgan’s December report was Facebook Meta, with Optus and Telstra trailing in second and third place respectively.
E-commerce brand Amazon ventured down one spot to number four, while News Corp was fifth on the list.
Harvey Norman and Google ranked sixth and seventh respectively on the embarrassing list.
Financial services heavyweight AMP peaked at number eight, with Rio Tinto and Nestlé trailing behind.
Notable contenders outside the top ten list included Medibank, which suffered a jump to number 14 due to its own data breach last October.
Twitter also rose to number 11 from 17 this quarter after Elon Musk bought the social media stalwart.
BP also appeared on the shame list at 16th, up from 21st in the previous quarter.
The most distrusted brand in Roy Morgan’s December report was Facebook Meta, with Optus and Telstra trailing in second and third place respectively.
E-commerce brand Amazon ventured down one spot to number four, while News Corp was fifth on the list.