Woolies and Coles remain Australia’s most trusted brands

Roy Morgan has released the results of its June 2021 Roy Morgan Risk Monitor survey, with Woolworths and Coles retaining the top and second top spots respectively from March 2021.

New to the top ten trusted brands are Myer and Big W. Myer was 11th in March 2021, and Big W was ranked 13th.

The full list of the top ten most trusted brands according to Roy Morgan are:

  1. Woolworths
  2. Coles
  3. Bunnings Warehouse
  4. Aldi
  5. Kmart
  6. Qantas
  7. Myer
  8. Toyota
  9. NRMA
  10. Big W

Qantas has slipped down a ranking, switching places with Kmart from the same survey from March 2021.

Samsung, IGA, Target, Australia Post and Bendigo Bank also improved their rankings outside of the top ten brands.

JB Hi-Fi ranked 20th, which is a new entrant to the top 20 brands.

Roy Morgan CEO, Michele Levine, said: “Australia’s big two supermarkets Woolworths and Coles have held their spots as the most trusted brands in Australia in the June quarter 2021 ahead of Bunnings Warehouse and fellow supermarket ALDI. These businesses have been essential outlets for millions of Australians over the last 18 months and the latest lockdowns in Sydney, Melbourne and Canberra will again emphasise their importance to many.

“The other big winners during the June quarter 2021 were Department Stores including Kmart, Myer, Big W and Target. All four lifted their rankings with Myer and Big W entering the top 10 most trusted brands as many retailers enjoyed record sales as Australians prevented from travelling and enjoying live entertainment such as sport, music, theatre and the like redirected their spending into the retail industry.”

Harvey Norman entered the top 20 list for the most distrusted brands, following the scrutiny over JobKeeper payments to the retailer. In June this year, Harvey Norman also deleted its Twitter account after social media backlash unrelated to Jobkeeper.

Levine commented: “Harvey Norman has been widely criticised this year for vowing to keep the $22 million in JobKeeper wage subsidies it received as part of the Government’s economic support despite recording a record profit before tax of $1.18 billion for the year ended June 30, 2021 – an increase of $521 million from a year ago.

“It appears the pressure on the company has had an impact though with the company just this week deciding to repay $6 million of JobKeeper wage subsidies – but will this concession prove too little too late for Harvey Norman to rebuild the trust they have lost during this period?”

Brands that are also in the top 20 most distrusted brands are Amazon, Google, Twitter and Crown Resorts.


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