Woolworths most trusted Australian brand while Virgin Australia ousts Qantas

Once one of Australia’s most trusted brands, a new survey has kicked Qantas to the kerb – but Woolworths is flying high.

Woolworths has come put on top in a survey of Australia’s most trusted brands.

The Trusted Brand Awards 2023 also revealed that Kmart, Bendigo Bank, Toyota, Apple and Cadbury are near to the top of the ladder when it comes to trustworthiness.

But Qantas, mired in controversy, won’t be happy after it lost its crown as most trusted travel brand to bitter rival Virgin Australia.

The awards were tallied by pollsters Roy Morgan Research after talking to 25,000 Australians over the course of the last year.

The Trusted Brand Awards are now in their second year with Woolworths also taking out the top gong in 2022.

Woolworths is Australia’s most trusted brand.

“The consecutive victories for Woolworths are a demonstration to other businesses about the value derived from building trust and enhancing a company’s standing in the wider community,” said Roy Morgan CEO Michele Levine.

The firm said Woolworths, which took out the “Best of the Best Most Trusted Brand” award, rated highly for quality products as well as focusing on customers, reliability and community mindedness. Shoppers also liked its loyalty program, staff and weekly specials.

Bendigo Bank as Australia’s most trusted bank.

One indicative comment about Woolies that Roy Morgan received was: “Products are always in good condition. (It is) transparent and open about why something isn’t in stock. Woolworths will add products to the local shop by popular demand and they have friendly and reliable staff”.

Kmart was the most trusted department store, Bunnings the best retailer while Australia Post topped the poll of service providers.

Samsung was most trusted for consumer products; Apple for tech, Cadbury for food, Toyota for cars and Bendigo Bank for banks.

The Salvation Army was the best charity, according to the results.

Virgin Australia has ousted Qantas as most trusted travel brand. Picture: NCA NewsWire / Nicholas Eagar

‘Distrust can destroy a brand’s reputation’

Qantas will be smarting. It has regularly been in the top flight of Australian brands and was the most trusted travel and tourism brand in the 2022 awards.

But its place has been taken by Virgin Australia, which is extraordinary considering the airline went bust during the pandemic and had to be bought out to survive.

Roy Morgan said the “significant turbulence” Qantas had faced this year had damaged the brand.

Former CEO Alan Joyce left his post early after a string of issues including problems with getting refunds, perceptions of poor customer service, high ticket prices and an ACCC investigation into allegations the airline sold tickets on already cancelled flights.

Roy Morgan said the “significant turbulence” Qantas had faced this year had damaged the brand.

Roy Morgan said the “significant turbulence” Qantas had faced this year had damaged the brand. Picture: NCA NewsWire / David Geraghty

One respondent said they had flown Virgin Australia ever since it began operations in 2000.

“They are always open and honest with me, even with flight delays the line of communications are open”.

Roy Morgan said that was “a clear contrast” with its main rival.

“Over the last year we have witnessed many examples of how a lack of trust, and rising distrust, can destroy a brand’s reputation and provide a direct hit to the bottom line,” said Ms Levine.

“How a brand responds to these challenges can define whether that company has a future or will wither and fade into irrelevance.”