A survey of 4,000 Australians has revealed that ALDI is the most trusted brand in Australia, after topping the latest Net Trust Score (NTS) survey by market research giant Roy Morgan.
The German discount grocery giant’s low level of distrust helped them beat out competitors Coles and Woolworths for the #1 spot. Both supermarket giants scored well in the trust category, but the distrust held by consumers for these brands let them down, leading to their omission from the top 10.
Top brands in Australia ranked by positive NTS:
- ALDI
- NRMA
- Bendigo Bank
- Qantas
- Bunnings
- Kmart
- ABC Network
- IGA
- Australia Post
- ING
Trust in a brand can influence consumers’ purchasing habits more than the quality and availability of a product. Customer loyalty and return business ensure continual company growth, so a positive image is essential to keep a company afloat.
“Significant omissions on the ‘most trusted brand in Australia’ list are Australia’s big two supermarket brands, Australia’s biggest telecommunications brand, and the big four banks,” – Michele Levine, Roy Morgan Chief Executive Officer.
According to Roy Morgan, monitoring customer distrust is essential; distrust kills critical customer engagement, is the tipping point for reputational damage, and is the bellwether for an unsustainable future.
The final results came from four rounds of the survey being conducted, across October 2017, then January, February and April 2018.
What companies does your trust sit with?
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