Roy Morgan reveals the most trusted brands in Australia

New research has revealed the brands Australians trust the most, following a turbulent few months of political change and economic turmoil.

New research has revealed the brands Australians trust the most, with five major retailers taking out the top spots in Roy Morgan’s latest quarterly Net Trust Score rankings.

Despite major political and economic changes in recent months – including the election of a Labor federal government, and rising inflation – the June rankings are quite stable compared to Roy Morgan’s previous quarterly rankings.

For the third straight quarter, Woolworths, Coles, Bunnings, Aldi and Kmart were named Australia’s most trusted brands list.

The top 10 most trusted brands in Australia in June 2022 (change from March 2022). Picture: Roy Morgan

Qantas – which today reported staggering losses in its annual revenue results – managed to hold on to its sixth spot, despite a rocky few months that included widespread staff shortages, increased flight cancellations and complaints from customers of baggage mishandling.

Roy Morgan chief executive Michele Levine expects customer dissatisfaction in the national carrier will be reflected in next quarter’s results.

“Qantas Airlines held onto sixth position despite a fall in net trust as the airline grappled with similar problems facing airlines worldwide as the industry powers up after being heavily disrupted for two years,” she said.

“Fewer Australians are trusting Qantas because of factors related to reliability and customer service, and more Australian are distrusting the airline because of poor service, and Qantas being perceived to be a poor employer.”

Qantas held on to its sixth spot despite months of challenges, including customer complaints. Picture: Saeed Khan/AFP

There was some movement in the June rankings – Apple moved up two spots to seventh place, and Myer and Toyota both dropped one spot to eighth and ninth place, respectively.

Big W held its position to round out the top 10.

Outside the top 10, Samsung moved up two spots to 13, the ABC moved up two spots to 15, and JB Hi-Fi was bumped up one spot to 17.

Bunnings’ parent company Wesfarmers entered the top 20 for the first time.

“Respondents who trust Wesfarmers said of the company that it is ‘community minded’ and a ‘great employer’, ‘Wesfarmers operate their businesses with integrity’, that Wesfarmers is a ‘longstanding company that has proved itself in the community’, that it is a ‘key contributor to Australia’s wealth and prosperity and they act with a social conscience’ and they’re a ‘reliable and well-managed group of retailers’,” Ms Levine said.

Commonwealth Bank, NAB, Telstra, Facebook, Google, AMP and Westpac all saw improvements in net trust but didn’t manage to scrape into the top 20.

Roy Morgan’s research is based on surveys of more than 21,000 Australians.