Apple, Samsung, ABC and Wesfarmers among big improvers in Roy Morgan’s latest ‘Net Trust’ ranking

Source: Single source Roy Morgan (Australia). Risk Monitor, July 2021 – June 2022. Top Trademarks with 20+ mentions. Base: Australians aged 14 and over; n=21,646.

The June quarter of 2022 saw a big change in the Australian political landscape with the election of an ALP government led by Anthony Albanese, ending nine years of Coalition rule.

On the economic front, official ABS CPI figures showed inflation continuing to rise and now at an annual rate of 6.1% in the year to June 2022 – the highest in over than 20 years. Rising inflation prompted the RBA to begin a cycle of interest rate hikes – the first since 2010 and the fastest in nearly 30 years.

These factors have yet to fully play themselves out in the retail sector, with the latest June 2022 data showing retail sales growth of 12% from June 2021 to a record high of $34.2 billion. dollars. That’s more than six times faster than annual retail sales growth before the pandemic, but the monthly growth of 0.2% was the weakest so far this year.

The continued ‘boom’ in retail sales throughout the year through June 2022 means it’s no surprise that retailers continue to dominate the most trusted brands in the latest rankings. The five most trusted brands in June 2022 were Woolworths, Coles, Bunnings Warehouse, ALDI and Kmart – all unchanged at the top of the chart for three consecutive quarters.

However, there were big improvements in the Top 20 led by Apple which moved up two places to seventh place, Samsung which moved up two places to 13th place, ABC which moved up two places to 15th place and JB Hi -Fi who continued to improve and gained a place. up to 17th. Wesfarmers also entered the top 20 for the first time.

Roy Morgan data scientists analyzed the nominations of over 21,000 Australians to identify the country’s 20 most trusted brands and 20 most suspicious brands.

Click here to register for the special webinar on Australia’s most trusted and mistrustful brands in June 2022, with a particular focus on the future of media.

Michele Levine, CEO of Roy Morgan, said Australia’s leading supermarkets and large retailers maintained their rankings as Australia’s most trusted brands in the June quarter as inflation continued to rise and that the RBA was raising interest rates for the first time in over a decade:

“The latest Roy Morgan ‘Net Trust’ rankings show little change at the top, with Woolworths, Coles, Bunnings Warehouse, ALDI and Kmart retaining their top five ranking spots for the third consecutive quarter.

Qantas Airlines retained its sixth position despite a drop in Net Trust as the airline grappled with similar issues facing airlines around the world as the industry ‘reignites’ after being severely disrupted for two years.

“Fewer Australians trust Qantas due to reliability and customer service factors, and more Australians distrust the airline due to poor service, and Qantas is seen as a bad employer.

“Qantas CEO Alan Joyce this week issued a public apology to customers for the flight cancellations, delays and mishandling of baggage in recent months – the impact of these actions will be reflected in next quarter results. .

“It is important to note that several brands increased their net trust scores notably during the June 2022 quarter, led by Apple, up two places to sixth place, Samsung up two places to 13th and the Bunnings’ parent company, Wesfarmers, which entered the top 20 most trusted brands. for the first time.

“Respondents who trust Wesfarmers said of the company that it is ‘community-minded’ and a ‘great employer’, ‘Wesfarmers operates its businesses with integrity’, that Wesfarmers is a ‘business of long-time proven community”, that it is a “key contributor to Australia’s wealth and prosperity and they operate with a social conscience” and they are a “reliable and well-regarded group of retailers managed”.

“Other brands to improve include government broadcaster ABC, up two places to 15th place, JB Hi-Fi which rose for a second consecutive quarter, up one place to 17th as well as clear improvements in the Net Trust for CBA, NAB, Telstra, Facebook, Google, AMP and Westpac – although all are outside the Top 20.”

Roy Morgan analysis also reveals list of Australia’s top 20 companies most suspicious brands with BP entering the top 20 list while brands such as News Corp, Rio Tinto, Nestlé, McDonald’s, Optus, AGL, BP and Uber all saw a rise in distrust in the year ending June 2022.

Top 10 most trusted brands in Australia – June 2022 (change from March 2022)

Source: Single source Roy Morgan (Australia). Risk Monitor, July 2021 – June 2022. Top Trademarks with 20+ mentions. Base: Australians aged 14 and over; n=21,646.

Roy Morgan Risk Monitor data is available in a variety of formats, from snapshots to detailed tracking of individual brands and their competitors.

For more information call (+61) (3) 9224 5309 or email [email protected]

Click here to register for the special webinar on Australia’s most trusted and mistrustful brands in June 2022, with a particular focus on the future of media.

The Risk Monitor Roy Morgan surveys around 1,800 Australians each month to measure levels of trust and distrust in over 900 brands across 26 industry sectors. Respondents are asked which brands and companies they trust, and why, and which brands and companies they distrust, and why. The survey is specifically designed to be open-ended and context-free, i.e. without prompts.

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