Roy Morgan Research


Fragile Brands – the Risk of DISTRUST

Phone Icon

Our experts are here to help!

Request a call back to discuss your business research needs. Speak to one of our expert team members to assist you with an enquiry and more information.
Request a call back

Most business leaders understand and measure trust — it’s a given. But too few realise the degree to which consumer decisions are prejudiced by distrust.

Consider your own choices when booking a flight. There are always a number of airline brands you trust. If, however, you distrusted an airline to get you safely to your destination, you would never book a flight with them.

Each day tens of millions of purchasing decisions are made in Australia. Distrust plays a major role in most of them. An unchecked increase in the distrust felt towards your brand has a direct, measurable bottom-line impact, with distrust-driven customer churn leading to loss of market share and a plummeting share price.

Just look at AMP. For a century the Australian icon had virtually no distrust, and then came the brand shock of the Financial Services Royal Commission. Almost overnight AMP became Australia’s second most distrusted brand. It suffered a 5.5 billion outflow of funds and it’s share price plummeted by 74%, wiping $4 billion off its market value.

That’s why it’s vital to understand the risk of distrust and to track both the distrust and trust consumers have for your brand and your competitors.

Roy Morgan makes it simple.

Our risk monitor tracks hundreds of brands across 26 industry sectors. It is available in a variety of formats, from snapshot overviews, to deep-dive bespoke reports. Now an in-depth understanding of the trends and drivers of distrust and trust is at your fingertips.

Risk Report (topline rankings – all companies):
• Ranking your industry
• Ranking your company and competitors among all industries and within your industry
• Reasons Australians trust and distrust brands in their own words, with themes revealed
• PDF and hardcopy version

Risk Insights Report (about your company):
• Insights into trust and distrust for your company, key competitors and industry
• Net score, trust and distrust scores, and ranking for your company and key competitors
• Reasons Australians trust and distrust your company and key competitors in their own words and with key themes revealed
• Trend and demographic analysis
• Executive briefing

Roy Morgan Risk Report
This topline report provides an overview of the drivers of trust and distrust, shows which industries are most trusted and most distrusted, and reveals the relative positions of brands in each industry.

To find out more about the Roy Morgan Risk Report and how your brand stacks up visit our Online Store.

Industry Risk Deep-dive Surveys
We produce specific surveys and reports for key industries including:

• Banking
• Private Health Insurance
• Mining & Petroleum
• Professional Sport
• Media
• Social Media
• Energy
• Agribusiness
• Government

Customised Reporting
Bespoke reports are also available, drawn from the Roy Morgan Risk Monitor which collects responses from more than 20,000 Australians each year. This report will provide detailed analysis which will help you understand your risk around distrust and trust, the impact distrust has on your brand, and how this risk can be managed.

Take a look at these short videos to see the depth of thematic analysis available through Roy Morgan’s analysis.

For more information on the risk insights available, email us on or call us on 1800 633 813.

Watch our YouTube videos based on the results of the Roy Morgan Risk Report 

December 2023 Quarterly Update – Trust and Distrust Back-to-Business & Agribusiness Awards Webinar

Australia's Most Trusted & Distrusted Brands Webinar - Fragile Nation November 2023 Webinar

Australia's Most Trusted & Distrusted Brands Webinar - Moral Blindness August 2023 Webinar

Australia's Most Trusted & Distrusted Brands Webinar - February 2023

Trust & Distrust in Australian Agribusiness Webinar - February 2023

Roy Morgan Victorian Election Webinar - Nov 2022

Roy Morgan Trusted Brand Awards 2022

Australia's Most Trusted & Distrusted: Brands & The Future of Media - September 2022

Australia's Most Trusted & Distrusted: Banks & Financial Services - June 2022

Australia's Most Trusted & Distrusted Telcos & Brands Revealed - May 2022

Australia's Most Trusted & Distrusted Politicians & Brands Revealed - March 2022

Australian's Most Trusted & Distrusted Brands - September 2021

Roy Morgan - Trust and Distrust June 2021

Winners & Losers Webinar - Trust & Distrust in a post COVID world

Back to topBack To Top Arrow