The most distrusted brand in Australia revealed

Harvey Norman, Telstra and Medibank are all among the most distrusted bands in Australia.

A lot has happened so far in 2023, so it can be difficult to cast your mind back to 2022 – when there was a significant data breach that affected millions of Australians and made the brand responsible the most distrusted in the country.

That’s right – Optus has taken the crown for the most distrusted brand – knocking Facebook/Meta down to second place, according to Roy Morgan.

Telstra, NewsCorp and Amazon rounded out the top five most distrusted brands.

The change in ranking follows the widely publicised Optus data breach in September 2022, which resulted in an immediate and sharp increase in distrust for the brand.

Brands that suffer major scandals find that once distrust takes hold, it is very difficult to curtail, according to Roy Morgan CEO Michele Levine.

“Distrust makes a brand fragile and is a powerful driver in the decisions which consumers make”, Levine said.

“Brands need to be aware of the ongoing dangers that distrust presents, with lingering distrust a significant risk.”

Top 10 most distrusted brands:

  1. Optus
  2. Facebook/Meta
  3. Telstra
  4. NewsCorp
  5. Amazon
  6. Medibank
  7. Harvey Norman
  8. TikTok
  9. Nestle
  10. Twitter/X

Which brands are the most trusted?

On the flipside, Aussies have a high level of trust for other household names, mostly dominated by major retailers.

Top 10 most trusted brands:

  1. Woolworths
  2. Coles
  3. Bunnings
  4. Aldi
  5. Kmart
  6. Apple
  7. Big W
  8. Myer
  9. Toyota
  10. Australia Post


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