Australia’s most trusted brands are not Australian according to Havas Group

Two of the most trusted brands in Australia are not Australian Havas Group’s Meaningful Brands 2017 Survey has revealed, with Google and Paypal outperforming the likes of the ABC, Coles and Qantas.

Meaningful Brands Havas Group

The survey which spans 33 countries, 300,000 people and 1,500 brands found that on a global scale 40% of people believed that brands were making a contribution to people’s wellbeing and quality of life.

But the figure for Australians was lower, at just 33%.

“The more personally meaningful a brand becomes the better business results it will achieve,” the study said.

It examined the content brands produced, how this aligned with brand’s messages, and how this affected consumer trust.

Based on the measures of trust, Google was ranked as the top brand in Australia, followed by PayPal, despite the fact both are international brands.

The ABC, Coles and Qantas rounded out the top five most-trusted local brands based on Havas’ research.

Hava’s has tried to measure the measure the meaning brands bring to people’s lives.

The study found Australia had the lowest belief in brands worldwide at 25%. The global average was 57%.

“Surprisingly, the data demonstrates an alarming ineffectiveness of existing brand content. Our expectations for the role or the types of content are simply not being met,” Maria Garrido, Havas Media Group’s global chief insights and analytics officer said.

On a global scale the research found that 60% consumers think brand’s content is irrelevant, but in Australia the figure rose to 63%.


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