Dettol revealed as Australia’s most trusted brand in latest Australian Reader’s Digest poll
In 2019, trust has never been a more important and valuable commodity and the annual list of Australia’s Most Trusted Brands has just been announced. Dettol has claimed overall top spot as the product Aussies place their faith in, while Vegemite has been named our most ‘iconic’ brand, and the Cancer Council is our most trusted charity organisation.
Appearing exclusively in Australian Reader’s Digest, the independently conducted 20th Anniversary Trusted Brands survey has polled a cross-section of more than 3,000 people.
From BBQs to breakfast food, and lawnmowers to tyres, the survey reveals our most trusted brands across more than 70 consumer categories (including topical sectors such as Aged Care/Retirement Villages, Property Developers and Airlines).
Says Louise Waterson, editor-in-chief, Australian Reader’s Digest: “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.
“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.”
Australia’s Top 20 Most Trusted Brands – Across all Categories:
1) Dettol
2) Band-Aid
3) Vegemite
4) Qantas
5) Betadine
6) Energizer
7) Elastoplast
8) Panadol
9) Colgate
10) Bunnings
11) Weber
12) Dyson
13) Cadbury
14) Lindt
15) Selleys
16) Victa
17) Finish
18) Bega Cheese
19) Mortein
20) Dulux
How trust is won – slowly and surely
Back in 1999, when the internet began to influence consumers in how and what they bought, the retail landscape was changed forever.
Fast-forward to 2019, and with fake news, fictitious reviews and wavering consumer confidence, the Trusted Brands survey celebrates the names that Australians regard as genuine and reliable.
The category winners are brands Australians have grown up with.Products that they are attached to and have firm expectations of.
The most consistently successful performers are steadfast and reliable, and they provide comfort and reassurance.