Who we trust: Why Hugh Jackman and Jamie Oliver are our most trusted celebrities

KERRI-ANNE Kennerley is one of our most trusted celebrities, with new research revealing who we trust — and why.

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AUSTRALIANS trust Jamie Oliver, Hugh Jackman, Ellen DeGeneres, and Kerri-Anne Kennerley because they’re scandal-free and down-to-earth, a new report says.

Celebrities who are from humble beginnings and not affected by power or wealth are more likely to be trusted, according to in-depth interviews with 72 Australians by market research company The Korn Group.

Director Neer Korn said Jackman and Oliver in particular “were so trusted they could spruik anything”.

“A trusted brand combined with a trusted personality is magic,” he said.

“This includes politicians who tell it like it is, admit their own failures and recognise ideas whatever their source,” Mr Korn said.

Trustworthy politicians include Barack Obama, Jacqui Lambie and Bob Brown, along with “strong but feminine women such as Julie Bishop, Tanya Plibersek and Annastacia Palaszczuk”, the research shows.

Aussies trust Jamie Oliver.

Hugh Jackman.

Kerri-Anne Kennerley.

“The duality of not compromising femininity while being strong and capable is admired in female politicians,” Mr Korn said.

People also tend to “hate politicians but like those they have met”, he said.

“A personal experience has by far the greatest impact on trust, be it a personality, politician or brand experience.”

Distrusted people and entities include disgraced singer Rolf Harris, drug-using cyclist Lance Armstrong and the Catholic Church for its handling of child abuse allegations.

Conversely, highly trusted brands include Carman’s muesli, Toyota, McDonald’s, Tupperware, Uncle Toby’s and Apple, which Mr Korn said was “synonymous with its service, reliability and versatility”.

“Brands are admired for offering good after-sales service. People also hate long waiting times and overseas call centres,” he added.

The Australian Made campaign is also trusted, but the research shows food star rating system is dismissed as a “lost opportunity”.

Distrusted people and entities include disgraced singer Rolf Harris. Picture: AFP Photo/Justin Tallis

Drug-using cyclist Lance Armstrong. Picture: AFP Photo/Nathalie Magniez

McDonald’s is a highly trusted brand for consumers.

In terms of jobs, the research shows GPs and pharmacists have slipped on the trust scale and no longer have the universal acclaim they once enjoyed, Mr Korn said.

“But neurosurgeon Charlie Teo was thought to be very trustworthy.”

Also highly trusted are nurses, specialists and first-responders, along with teachers and vets.

“These are people passionate about their jobs who have a direct impact on people and who are not driven by money,” Mr Korn said.

Finally, the research shows people do not trust professions associated with a lack of integrity, spin and taking advantage, such as lawyers, mechanics and politicians.

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