Australia's most trusted brand will surprise you

Traditionally Australia’s most trusted brand has always been a homegrown company.

But this year, the household name Aussies have deemed the most trustworthy may surprise you — as they hail from Germany.

The latest Roy Morgan trustworthy survey has revealed Aldi is our most trusted brand, overtaking Qantas who have dropped to the third spot.

It was hardware giant Bunnings that came in second place despite their recent sausage sizzle scandal, where they’ve announced onions will be placed under the meat for safety reasons.

Other well-known names that came in the top ten include Kmart, NRMA and Target.

As well as the most trusted household brands, the survey also revealed the most un-trustworthy names, with Aldi rivals Coles placing fifth in that list.

Other brands among the negative scores included ANZ, Teslstra and Facebook.

“Trust is not just a ‘marketing’ or ‘comms’ issue – it goes to the heart of corporate culture and governance for every company,” Michele Levine, Roy Morgan’s CEO, said.

Roy Morgan speak to approximately 4,000 Australians when conducting the survey, picked at random from a database of over 600,000.

Here are the top ten brands Australia trusts the most:

1. Aldi
2. Bunnings
3. Qantas
4. ABC
5. Kmart
6. ING
7. NRMA
8. Toyota
9. Bendigo Bank
10. Target

These are the ones they don’t, listed alphabetically:

AGL
AMP
ANZ
CBA
Coles
Facebook
NAB
Shell
Telstra
Westpac

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