Woolies and Bunnings remain Australia’s most trusted brands
Roy Morgan has today announced the inaugural winners of the Trusted Brand Awards for 2022 across Australia, with Woolworths supermarket topping the list.
The company said the inaugural Roy Morgan Trusted Brand Awards recognise the outstanding levels of trust built up by 20 brands across a range of different industries and services including Supermarkets, Retail, Department & Discount Department Stores, Services, Charities, Automotive, Superannuation, Insurance, Utilities, Government Services, Media, Mining & Petroleum, Banks, Telecommunications and more.
There were several of the Trusted Brand Award winners to appear in the overall Top 20 Most Trusted Brands in the most recent quarter led by Woolworths, Bunnings, Kmart, Toyota, ABC, NRMA, Bendigo Bank and Australia Post – all of which scored highly and challenged for the top spot.
The ultimate winner as the ‘Best of the Best’ Most Trusted Brand for 2022 was, as mentioned, Woolworths which has consistently been rated as the ‘Most Trusted Brand’ for over two years since taking the honour from Bunnings.
Roy Morgan CEO Michele Levine presented the prestigious ‘Best of the Best’ Award to the ‘Most Trusted Brand in Australia’ – Woolworths, represented by chief marketing officer Andrew Hicks.
Roy Morgan CEO Michele Levine said the last year has been a transitional period for Australians as the country slowly opened up after more than two years of restrictions from COVID-19 – and during this period several brands winning Trusted Brand Awards have emerged with enhanced Net Trust.
The winners of the Roy Morgan Trusted Brand Awards for 2022.
“The COVID-19 pandemic has turned many norms ‘up-side down’ over the last two years but the importance to brands of building trust, and minimising distrust, among one’s customers, and the wider public, has never been more important. The pandemic led to saving rates in Australia booming over the last two years as restrictions on travel, and several harsh lockdowns in various parts of the country forced people to save money and find new outlets for that spending.
“Although this unexpected windfall could not always be spent on the recreational and personal activities people would usually undertake, leading retail outlets were able to take advantage of the last two years and cement their reputations and brands in the minds of consumers.
“Respondents to the survey rated Woolworths highly for good quality products and displaying a customer-focused attitude with good service and affordable. Another key factor mentioned was the low prices in a time when people are keeping a closer eye on prices than ever before, and that they’re a reliable, dependable, accountable, and responsible community-minded business.”
She added: “Some direct quotes from customers included that Woolworths is ‘Sensitive to consumer needs and delivers quality products. There’s no reason to distrust,’ they provide ‘Reliable, honest, not over-priced, good service,’ ‘The way they assisted the country during the pandemic. They have always given me excellent service and ‘They are a reputable company and I deal with them weekly. I find their prices, customer service and delivery very good.
“The high praise for Woolworths shows other businesses, striving to improve their bottom line and attract new customers, the importance of building trust to enhance a company’s reputation. At the same time, the commitment shown by ‘The Fresh Food People’ to deal swiftly with any complaints or issues that arise prevents feelings of distrust negatively impacting commercial outcomes.”
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ABC
Andrew Hicks
Australia Post
Bunnings
Cadbury
Kmart
Michele Levine
Most Trusted Brand
NRMA
Paul Polman
Qantas
Roy Morgan Australia
Samsung
Toyota
Trusted Brand Awards for 2022
Unilever
Woolworths
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