Coming off a year where trust has never been more tested, the 22nd annual survey of Australia’s Most Trusted Brands has been published in Australian Reader’s Digest. In many cases, the winners have provided consumers with security, comfort or protection.
The 2021 Trusted Brands survey was independently conducted by research company Catalyst Research. It invited a sample of over 3000 Australian adults, from every state and territory, to complete an online questionnaire. Catalyst Research first asked each individual participant to name the brands they trust for each category.
This was an unprompted question to ensure the rating of top brands in each of the 72 categories, as selected by Australians, was without prejudice. The participants were then asked to rate which was their most trusted brand in each category, and explain why.
Taking out the major categories this year were Bunnings Warehouse for most iconic brand (as Australians spent more time at home than ever and finally got time to get around to that DIY project), Band-Aid for most trusted brand, and the Royal Flying Doctor Service for most trusted charity. Doctors, nurses, and paramedics were the most trusted professions, fitting for a year spent fighting a pandemic.
“Perhaps more than any other year previously, trust has been the guiding human emotion we’ve all had to rely on to navigate through our day safely,” notes Australian Reader’s Digest editor-in-chief, Louise Waterson.
“As such, this year’s Top 20 list is itself a narrative of what matters to Australians in 2021, with the top brands offering protection and comfort. Plus we also see the lockdown factor giving rise to the ‘Iso Reno’ and a renaissance in home baking, driving Western Star butter high up the charts and placing Bunnings Warehouse at the head of the coveted Iconic category.
“And against the backdrop of this pandemic, it makes perfect sense that doctors, nurses and paramedics should headline our most trusted professions.”
2021 Most Trusted Professions:
2021 Most Trusted Brands:
