Since 1999 Australians have been asked which brands engender trust. Twenty years later, which retailer takes top spot and which brand is an Aussie icon?
In the digital age, consumer trust is everything. You can offer the lowest prices or fastest delivery, but the reality is if your trust is questioned, a shopper is unlikely to make it through the purchase process. For the 20th year, Reader’s Digest asked ‘ordinary consumers’ about the brands of products and services that are important to them.
Over 3000 adults were asked to rate the brands they trust the most. They scored over 70 categories of products and services across a broad range of industries.
“A Trusted Brand enjoys international appeal, yet at the same time upholds a strong local connection. It has individual relevance for all its consumers, just about anywhere and in any culture,” the website says. “Trust is an emotion that fuels our decision whether we are conscious of it or not. It is that intangible quality that signals reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice. Cost, quality and desirability are all important factors for consumers. Yet it’s vital for a brand to stay true to its promises. While brands come in and out of vogue, those that capture our attention, maintain our confidence and win over our trust do so by holding fast to their core principles.”
Bunnings has taken out top spot in the Retailer category (which excludes supermarkets) which Kmart and JB Hi Fi coming in next for the Highly Commended section. Coles came out the winner in the Supermarket category, beating Woolworths and Aldi who were both rated Highly Commended. Unsurprisingly the survey showed that Vegemite was Australia’s most Iconic Brand and Weet-Bix was the most trusted Breakfast Food.
“The digital world is awash with fake news and social media tribes, which can make consumer trust hard to earn and maintain. But the value of being a trusted brand shouldn’t be ignored as it truly matters to consumers,” said Australian Reader’s Digest editor-in-chief, Louise Waterson.
“Ultimately, trust is built on the traditional foundations of quality, consistency, honesty and delivering on your promise. Trust matters. So congratulations to those who have managed to earn it. They enjoy a hard-fought competitive advantage.”
The results were gathered to rank everything from the most trusted confectionary (Cadbury) to the most trusted Funeral Insurance (Suncorp). According to Reader’s Digest, Dettol took the overall top spot (and if the smell of Dettol just came rushing back to you along with the memory of a child-hood scrape, you wouldn’t be the only one).
Like this story? Sign-up for the free Pulse Weekly Newsletter for more essential online retail content.