November 20, 2018

ALDI still most-trusted brand, but others lose ground

Topic: Press Release
Finding No: 7755
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Over just three months there has been a big shake-up in Australia’s top-10 most-trusted brands, according to the latest Roy Morgan Net Trust Score survey. 

Data collected in October shows that Aldi continues to be Australia’s most trusted brand, with Bunnings, Qantas and the ABC also holding their position in the top-10. 

Source: Roy Morgan Single Source – All brand Net Trust Score survey. Base: Australians aged 18+; July n=1198, October n=996

However, 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 altogether. 

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 (NTS) 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 NTS.

Respondents for the Net Trust Score surveys are drawn from the 600,000-strong Roy Morgan consumer panel.

Distrust the biggest concern

While trust is essential in the era of fake-news, distrust is the real risk to a sustainable future for companies operating in Australia. Brands with large distrust scores include the big-four banks, AMP, Telstra, AGL and Coles. 

At a sector-wide levels, Net Trust Scores were lowest in Banking, Media and Mining & Petroleum, and highest in Retail, Consumer Products and Supermarkets.

The latest Net Trust Score Report is available from Roy Morgan, and provides details of which brands and gaining or losing ground, broken down by generations, states, gender and more. 

Net Trust Scores are benchmarked again the first NTS survey, conducted by Roy Morgan in October 2017.

Michele Levine, Roy Morgan CEO, said:

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“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.

“We have seen time and again companies making bad business decisions that don’t take into account the way people will feel about an action or policy. 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.”

More information on the suite of products available via the Roy Morgan Single Source and the psychographic segmentation tools provided by Roy Morgan Helix Personas is available at or by visiting the Roy Morgan Online Store.

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size Percentage Estimate
40% – 60% 25% or 75% 10% or 90% 5% or 95%
1,000 ±3.0 ±2.7 ±1.9 ±1.3
5,000 ±1.4 ±1.2 ±0.8 ±0.6
7,500 ±1.1 ±1.0 ±0.7 ±0.5
10,000 ±1.0 ±0.9 ±0.6 ±0.4
20,000 ±0.7 ±0.6 ±0.4 ±0.3
50,000 ±0.4 ±0.4 ±0.3 ±0.2

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