Apple continues to rise through trust rankings, as AGL takes a hit

The latest data from market research company Roy Morgan has given a dismal overview of the state of brand trust in the Australian market.

Only nine of 26 industries included in the research were able to achieve a positive net trust score, with supermarkets again topping the list, alongside retail and consumer products, which filled out the top three. The sports industry, while not achieving a net trust score, did manage to remain neutral in the eyes of consumers.

Industries with a net trust score
  1. Supermarkets and convenience stores
  2. Retail
  3. Consumer products
  4. Services
  5. Travel and tourism
  6. Charities
  7. Technology
  8. Food and beverage
  9. Automotive

According to Roy Morgan’s research, a further 16 industries had net distrust scores, with social media the least trusted industry, followed by banks and telecommunications. Mining and petroleum companies made number four on the list, indicating increasing environmental concerns for consumers. The media industry also scored poorly, falling into fifth place in terms of net distrust scores.

Industries with a net distrust score
  1. Social media
  2. Banks
  3. Telecommunications
  4. Mining and petroleum
  5. Media
  6. Government and government services
  7. Real Estate and property developers
  8. Gambling
  9. Utilities
  10. Insurance
  11. Political parties and entities
  12. Non bank financial services
  13. Transportation
  14. Pharmaceuticals
  15. Building and constructions
  16. Chemical

The five most distrusted industries have all fared poorly since the beginning of the COVID-19 pandemic, which caused an accelerated decline in trust for the media, mining and petroleum and social media industries in particular, with banks continuing on a downward trajectory first indicated by the findings of the Royal Commission.

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Apple has continued to rise through the ranks

There has been little change in the first 10 places of the 20 most distrusted brands, with Facebook/Meta topping the list. However there has been some more significant shuffling further down, with Shell rising six places in the rankings, and AGL finding itself in top 20 after jumping a massive 15 spots, thanks largely to its perception as being environmentally irresponsible.

Roy Morgan CEO Michele Levine noted the new environment of rising inflation and interest rates presents a new challenge for brands and businesses looking to maintain and increase their trust, and minimise distrust, with customers dealing with a fast-rising cost of living:

“The last two years have proven to be good ones for Australia’s supermarkets and big retailers. Coles, Woolworths, ALDI, Bunnings Warehouse and Kmart have consistently ranked in the top five most trusted brands in Australia and this trend hasn’t changed in the early months of 2022.

“Importantly, there were several brands that increased their net trust ratings significantly in the first quarter of March 2022. Technology brand Apple had the biggest improvement – rising six places to ninth overall.

“Respondents who trust Apple noted several aspects of Apple’s services that stand out including that ‘their privacy and security is much higher of a priority than competitors’, ‘Apple’s technology is useful and designed well – I use them extensively at home’, ‘I have used Apple’s products my entire working career.’ and ‘They have always tried to develop user-centred products’.”


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