The annual list of the names, products and services Australians trust the most has been revealed.
Leading research company Catalyst surveyed a representative sample of more than 2400 Australians for Reader’s Digest, identifying the top 15 most trusted brands across 70 key categories.
The poll identified US adhesive bandages giant Band-Aid with the highest overall rating, while national yeast spread Vegemite was named Australia’s ‘Most Iconic’ brand.
First aid company Dettol, toothpaste brand Colgate, shaver developer Gillette and paint maker Dulux rounded out the top five.
Meanwhile Guide Dogs Australia lead the way as the country’s ‘Most Trusted Charity’.
Australian Reader’s Digest Group Editor Louise Waterson noted the stark realities of Australia’s national cricket team losing trust with its ball-tampering scandal and consumers’ growing need for trust in modern life.
“As we’ve seen so clearly this year, trust can be hard earned and easily lost, and it can definitely be the difference between success and failure,” she said.
“It is built on quality, consistency, honesty and delivering on your promise.
“Trust matters, and congratulations to those who have managed to earn it. They enjoy a hard-fought competitive advantage in this day and age.
“The importance of trust – in a digital age influenced by social media tribes – seems to get more important each and every year.”
The top 15 most trusted brands
- Dettol (First Aid)
- Colgate (Toothpaste)
- Aerogard (Body Insect Repellent)
- Cancer Council (Sunscreen)