June 02, 2026
Australia’s Most Trusted and Distrusted Brands + Reputation & NPS are Sub-Optimal Webinar
Topic: Press Release
Finding No: 10214
- Which brands are now Australia’s most Trusted and Distrusted?
- How are Bunnings, Commonwealth Bank, Woolworths, Coles, Facebook/Meta, Optus & Google performing?
- Which retailers are becoming more distrusted, while other retailers improve?
- Which brand’s distrust has pushed it into the top 20 most distrusted for the first time?
- Why reputation & NPS are no longer enough — and why they fail to predict risk.
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 |
