12th Jun 2018

The brands we trust the most – including the banks

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The brands we trust the most
Janelle Ward

Reader’s Digest Australia has released its annual list of most trusted brands – the 19th time it has done so. One can only assume the polling was carried out before the banking royal commission spilt the beans on dodgy and unlawful behaviour among the banks and some financial advisers.

Why? Because CommBank was voted the most trusted bank, with honourable mentions to NAB and Westpac. One wonders how many conscientious objectors there may have been if the poll had been taken after the banking inquiry hit top gear.

The Reader’s Digest poll of 2450 Australians, conducted via Catalyst, uncovers the brands in key categories that are regarded as the “most trusted”.

This year, Band-Aid tops the list, Vegemite returns as the most iconic Australian brand, Coles is the most trusted supermarket, Bunnings the most trusted retailer and Guide Dogs Australia continues to be the most trusted charity.



In the superannuation category, AustralianSuper took top honours, with special mentions to Hostplus and Rest.

Toyota topped the cars category followed by Mazda and Mercedes-Benz; P&O topped the cruise category (Princess Cruises and Royal Caribbean); Suncorp topped funeral insurance (Apia and Australian Seniors Insurance Agency); Medibank topped health insurance (Bupa and nib); Allianz topped life insurance (AAMI and AMP), and McCain topped readymade meals (Birdseye and Lite n’ Easy).

The top 15 across all trusted brand categories were:

1. Band-Aid

2. Dettol (first aid)

3. Colgate (toothpaste)

4. Gillette

5. Dulux

6. Dyson

7. Energizer

8. Cadbury

9. Weber

10. Bridgestone

11. Panadol

12. Aerogard (body insect repellent)

13. Listerine

14. Vegemite

15. Cancer Council (Sunscreen)

Announcing the 2018 results, Content Editor of Reader’s Digest Australia Louise Waterson raised the still touchy topic of the Australia cricket team in referencing the value of trust. The loss of trust in the team after the ball-tampering scandal in South Africa and the suspensions of former captain Steve Smith, vice-captain David Warner and player Cameron Bancroft underlined consumers’ need for trust in modern life, she said.

“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.

“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.”

Do you agree with the results of the Reader’s Digest poll? Does trust influence your purchases or is price the key? Do you look for Australian made?

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COMMENTS

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MICK
12th Jun 2018
10:34am
If people think the banks are good guys then this explains how coalition governments get back into office. The IQ of average citizens is clearly not very high if they cannot see through dishonest advertising meant to harness their votes and their beliefs.
As they say 'there's one born every minute'. Sad.
Cowboy Jim
12th Jun 2018
10:45am
Well Mick - you had to get one in for Short-on - is every single
topic party political?
MICK
12th Jun 2018
11:09am
My intention was to highlight how people are easily conned and end up doing what is wrong for them. There may be an excuse for ignorance but there is no excuse for stupidity. Welcome to life.
Adrianus
12th Jun 2018
11:37am
MICK your post also explains how some people have limits to comprehensive analysis. If the question is which banks do you trust the most? Name them in order?
I doubt that you would get any other type of business at the top of the list?
Australians have a comparatively high IQ. Stop trying to prove otherwise. :)
MICK
12th Jun 2018
11:51am
Well there is the proof of your intelligence. Welcome to life.
heemskerk99
12th Jun 2018
7:58pm
typical comment of our labor slave micky, is his only way to earn his keep from labor, tremor his ghost is waiting in the wings, just in case labor micky said the wrong words
Adrianus
14th Jun 2018
8:05am
heemsy, I think they're both with GetUp? Probably part of the 600 bloggers from the Gillard era. Talk about abuse of the elderly, jeesh!
PlanB
12th Jun 2018
12:59pm
As far as TRUSTED brands -- read the small print and see where the hell they are made -- bet it is NOT AUSTRALIA the majority of the time
MICK
12th Jun 2018
1:39pm
Another side to this as well PlanB. These brands are available to European and American people at a fraction of the price they sell for here. Up to a quarter of the price.
Australians do not realise how much they are being done over with some brands....and as you correctly say some are made in places like China.
Respected brands? Same as 'respected banks'. And you wonder why we end up with bad government and are ripped off for almost everything we buy.
Adrianus
12th Jun 2018
1:56pm
The cost of doing business in OZ is much higher than in most countries. Take the new Lara prison in Victoria as an example. Soon after the CFMEU got involved the cost blew out another 30%. I know we need to make sure sites are safe etc, but I wonder how other countries handle this situation? Doesn't matter what the job is, there always seems to be cost blow outs. The NBN is another prime example.
PlanB
12th Jun 2018
2:39pm
Yes, Mick, we used to make everything HERE and everyone had a job -- we also had GOOD gear -- now you can't even trust NZ as they are allowed to IMPORT and RELABEL and their stuff marked from NZ could actually be from God knows where.
Cowboy Jim
12th Jun 2018
4:05pm
I often wonder about all the frozen vegies in the supermarkets labelled made in NZ. All the Chinese ones seem to have disappeared and PlanB may well be right that all these products have been repackaged and we are eating "clean and green NZ". Have a look at the stuff in Aldi and Woolies; Coles at present has mostly Aussie labelled product.
PlanB
12th Jun 2018
4:33pm
Cowboy Jim it is a fact what I said about NZ goods -- I think it is most unfair and dishonest to allow it
MICK
12th Jun 2018
7:17pm
Some Aldi lines do not carry country of origin labels and we refuse to buy these. Yes we do wonder if 'Italian' tomatoes are indeed grown in Italy. The problem lies with government which is directed by business to NOT tell us the truth. Happens in many different parts of our lives. So who votes in governments?
PlanB
13th Jun 2018
7:43am
So true Mick and almost EVERYTHING from Aldi says MINCHENBURY -- thats their office and they don't even have a proper barcode either -- the NEW labeling was supposed to come in this year but it hasn't and that was stated 2 years ago it would be fully in by mid-July 2018

See here for info on NZ

https://www.google.com/search?q=New+Zealand+able+to+import+and+relabel&ie=utf-8&oe=utf-8&client=firefox-b-ab
PlanB
13th Jun 2018
8:02am
Also look here for the labeling that is supposed to be fully in by the 1/7/2018 I have not seen very many at all, they were given 2 years to get it sorted but they don't seem to have done it.

Go here and then scroll down to Country of Origin

http://www.agriculture.gov.au/import/goods/food/notices/ifn03-18
Old Geezer
12th Jun 2018
8:28pm
OK I've got a Weber but none of the rest in my house.
Kathleen
13th Jun 2018
11:36am
Maybe stay away from the big banks?! I am not going to list the others but describe instead. Not for profit, community owned, vouched for by other users, check out reviews and experiences!
Cowboy Jim
14th Jun 2018
10:29am
Agree with you Kathleen but the community banks and the not for profits are mostly in capital cities and their ATMs are not everywhere either. Used to be with ME bank but after leaving Brisbane I had to find a bigger one. Might be different now since the ATMs tend to be free of charge.
Kathleen
13th Jun 2018
11:38am
As for products, type in Australian owned, steer away from imported even partially and remember New Zealand can be a gateway for products to come into Australia but only state the New Zealand brand.
PlanB
13th Jun 2018
12:56pm
Also, Kathleen be very aware that "Australia owned " means nothing as they (anyone) can own the company or have the barcode number 93 and it just means the company is as it said Aussie owned -- it needs to state t it is Aussie produce and packed in Aussie --
Take a look at all the medical stuff like band-aids/cotton woo/etc etc almost ALL made in India or hell knows where -- everything like lip balm etc. almost all from O/S read ALL the small print on everything you buy -- you will be horribly surprised.

Also another one Panko Bread Crumbs -- from JAPAN -- we have the same thing ALL Aussie owned and MADE called
KOOK A KRUMBS Please support them.
Kathleen
13th Jun 2018
9:35pm
Just check online and you get the full story!
Cowboy Jim
14th Jun 2018
10:36am
Do not really worry about ownership but would like to see the product made here. I like Nestle, Cadbury and the other international brands that produce the stuff locally. OK some taxes are paid overseas but payroll taxes, salaries are paid here and ingredients sourced locally to a great extent.
PlanB
14th Jun 2018
3:05pm
But Cowboy it can be MADE here but it might be from an IMPORTED product I has to be Made and grown here
Kathleen
13th Jun 2018
11:41am
There is a Tasmanian based health care provider which is relatively small and not for profit etc that we use and certainly not the above named ones!
heemskerk99
13th Jun 2018
8:28pm
kathy having seen your confessed love and trust of the victorian labor government in these columns,"the victorian labor premier is doing a good job" even after they wasted more then 4 billion dollars on breaking a sealed and signed contract which costs the victorian taxpayer 1.2 billion dollars and is agreed by all that that road will have to be done sooner then later, the cock up with the salination plant at a cost of more then 1 billion dollars a year to the victorian taxpayer for the next 15 years without even producing 1 litre of water, the water is extra and at a prohibitive cost, the rorting of the labor party members during the victorian election, this followed up by their attempted cover up costing the taxpayers several million dollars in wasted court costs, kathy do you want me to go on and now you are giving us advise on who or what to trust or not, please give us a break, the sooner you go back to sleep the better it will be for Australia.
Kathleen
13th Jun 2018
9:37pm
Kathleen thank you! I am good enough to use my real name, please use it!
You are a very rude person, jerk, as per the end of your name!
Adrianus
14th Jun 2018
8:22am
TWENTY-ONE Victorian Labor MPs, including 11 who are still serving, breached parliamentary guidelines in a $388,000 rort at the 2014 state election.
State Ombudsman Deborah Glass released a report into her years-long investigation on Wednesday, in a damning result for the Labor administration.
She cited “a well-organised campaign by the ALP to recruit and deploy full-time field organisers in the run-up to the 2014 Victorian state election, of which 21 were employed part-time as electorate officers and paid some $388,000 out of parliamentary funds”.

It is often said that trust is hard to achieve but easily lost. I wonder if this cliché still holds true today?
Adrianus
14th Jun 2018
9:03am
Why was CommBank voted the most trusted bank, regardless of the timing of the survey? My guess is probably for the same reason Victa won the lawnmowing category. When it comes to brand loyalty often trust takes a backseat to recognition and loyalty itself. People only take action when the pain becomes intolerable. There are probably still Holden owners out there whose loyalty dates back 50+ years. When I was young many people drove a Holden, voted Labor, were union members, and pushed a Victa on weekends. I think the old 2 strokes are made in Australia but the 4 strokes have a Honda or Briggs and Stratton which are probably made overseas.
What keeps us attached??
Trust or Loyalty??
OnlyGenuineRainey
17th Jun 2018
2:21am
Many people resist admitting a mistake. If they have purchased a product or used a service, the supplier must be wonderful and the product good quality - regardless of any evidence to the contrary - because to say otherwise suggests they were foolish to choose that supplier, and they don't want to appear foolish!
Every noticed how some people continue to insist the brand of car they own is the best car on the road? Heaven forbid anyone think they didn't have the smarts to identify the best product to buy!
musicveg
17th Jun 2018
10:23pm
So who did they poll? Obviously those who love and use these brands, I was never asked, but I don't use any of these brands. Notice no small brands, all big names, with big profits. Many people still using the same old brands because they don't bother doing their research and seeing how these brands may have changed, and they continue to trust them. And some of these brands are full of poison which is damaging to health. I don't trust any of them, well maybe Bridgestone, they seem to make good tyres.


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