ALDI has been considered the most-trusted brand in the latest Roy Morgan Net Trust Score survey, following on its success in the previous, mid-year, survey.
Data collected in October shows that Aldi continues to be Australia’s most trusted brand, with Bunnings, Qantas and the ABC are also holding their position in the top-10.
But, in the past three months there has been a big shake-up in Australia’s top-10 most-trusted brands.
Between Roy Morgan’s July and October surveys there were big moves in the rankings.
Car insurance group NRMA fell from 5th to 7th place, Bendigo Bank slid from 7th to 9th place, and Samsung, Myer, RACQ and IGA fell out of the top-10.
Kmart, ING, Toyota and Target all saw their Net Trust Scores improve enough to secure a place in the October top-10.
A brand’s Net Trust Score is generated by asking respondents, unprompted, to name brands they trust and brands they distrust.
Subtracting a brand’s distrust score from its trust score reveals its Net Trust Score.
Respondents for the Net Trust Score surveys are drawn from the 600,000-strong Roy Morgan consumer panel.
At a sector-wide levels, Net Trust Scores were lowest in banking, media and mining and petroleum, and highest in retail, consumer products and supermarkets.
Roy Morgan CEO Michele Levine said trust is vital to the success of any business, but the key message of the Roy Morgan Net Trust Score survey is that growing distrust can be a disaster, leading to customer churn, loss of market share and in some cases a long slide into oblivion.
“Understanding what drives trust with customers – and just as importantly with potential customers – is essential to brands wishing to improve their Net Trust Score.
“Trust is not just a ‘marketing’ or ‘comms’ issue – it goes to the heart of corporate culture and governance for every company,” said Levine.
“Whether it’s Facebook, the big banks or our major utilities, directors and their management teams need to think about the social drivers of trust and distrust – ethics, believability, integrity and transparency.
“The Roy Morgan NTS Report is a major step in helping achieve that level of awareness at all levels,” she said.