Roy Morgan: Bunnings is Australia’s most trusted brand

Source: Bunnings Facebook

Bunnings is Australia’s most trusted brand, according to Roy Morgan's Trusted Brand Awards for 2024.  

Roy Morgan CEO Michele Levine says the awards recognise 20 of Australia’s most trusted brands which have maintained consistently high levels of trust, and negligible levels of distrust, during a period of significant economic challenges 

“The last few years have provided plenty of ‘trials and tribulations’ for Australians with the unprecedented pandemic (2020-21) quickly followed by a period of soaring inflation and rising interest rates (2022-2023)– which remain at 13-year highs," she said.

“The intricately related, but vastly different issues, thrown up by these two distinct periods have produced many ‘winners’, and ‘losers’ – and not always the same brands for both periods – and trust, and distrust, in leading businesses and brands has waxed and waned over the last four years.

“There were some businesses that outperformed expectations during the pandemic, most notably our most well-known supermarkets, and have since plunged in public esteem as questions about record profits and alleged ‘greedy’ behaviour has seen their trust levels plummet, and distrust soar.

“These examples show that it takes a special type of business to nimbly negotiate very different circumstances and this year’s ‘Best of the Best’ Most Trusted Brand Award winner Bunnings has certainly proven nimble and ready for any challenge that arises.

“Bunnings has been firmly ensconced in Australia’s top three most trusted brands throughout this period and as others have fallen has emerged as a clear winner of Roy Morgan’s ‘Best of the Best Most Trusted Brand’ in Australia over the last 12 months.

“To counter any potential allegations of ‘greedy corporate behaviour’ one of the most successful policies Bunnings has is their long-running policy on providing the lowest prices with their famous advertising line ‘If you happen to find a cheaper price on a stocked item, we’ll beat it by 10%.... Lowest prices are just the beginning.’

“This policy has clearly worked – and continues to work – cementing the high levels of trust in the company with Australians saying about Bunnings that ‘They have always been proactive in providing advice and customer service, and that staff are friendly. I have never had a problem when returning products’ and ‘They have a wide range of products all under the one roof with staff that are always willing to help’.

“Alongside the stunning and enduring success of Bunnings are several other winners who have now completed three consecutive victories in their respective categories as the Most Trusted Brands including Kmart (Department and Discount Department Stores), Toyota (Automotive), Australia Post (Services), NRMA (Insurance), Bendigo Bank (Banks), the ABC (Media) and Samsung (Consumer Products).

“Other highly trusted consecutive winners include PayPal (Payments, Cards and Loans), CSIRO (Government Services), AustralianSuper (Superannuation), Apple (Technology), Aussie Broadband (Telecommunications) and Cadbury (Food and Beverage).

“It’s also important to recognise the five first-time winners – Sydney Water in the highly competitive Utilities sector, the Australian Red Cross (Charities), BUPA (Private Health Insurance), ALDI (Supermarket and Convenience Stores) and CSL in the new Pharmaceuticals category.

In the Travel and Tourism category it was Virgin Australia which completed back-to-back wins with customers saying that ‘Virgin Australia is a reliable, seemingly good businesses and practices, customer friendly and focused, many offering reward points for dollars spent’ and that ‘Virgin Australia has reasonable prices, supports local communities and charities and offers good services’.

“The importance of trust in our world is often under-appreciated, but the Roy Morgan Trusted Brand Awards show that maintaining trust is vital for a business to succeed and that without trust the world we live in doesn’t function and the simple day-to-day rhythms of life aren’t possible.”

The winners of the Roy Morgan Trusted Brand Awards for 2024:

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