Australia’s most trusted brands

Reader’s Digest has announced the results of the 25th Annual Most Trusted Brands survey. And the results speak volumes about the formula trusted brands use in a volatile market – retaining trust during difficult financial times requires timely innovation, swift adaptability and, above all, commitment to their customers.

The 2024 Reader’s Digest Trusted Brands Survey reveals that the brands Australians trust most work harder during tough times to uphold the promises they make to customers by pursuing relevant innovation that reflects the ever-changing needs of their customers, says Reader’s Digest Editor-in-Chief Louise Waterson.

She says that winning brands understand that holding on to trust involves continuously demonstrating an unwavering commitment to their customers. Being consistent and transparent is vital to build on existing brand strengths as well as capture sustained future growth.

“For a quarter of a century, our Trusted Brands survey has revealed three timeless ingredients in creating trust: consistency, reliability and value-for-money. When times are challenging, customers can opt out of long-established purchasing habits. They do this out of need. But a brand that is recognised as being good quality, of always being value-for-money and having a reputation untainted by controversy will always keep their loyal customers. Award-winning trusted brands work tirelessly to retain the trust of their existing customers and appeal to new ones, despite the challenges.”
Reader’s Digest Editor-in-Chief Louise Waterson

Reader’s Digest commissioned independent market research company Catalyst Consultancy & Research to survey Australians’ opinions on leading brands across 68 categories. With the survey now in its 25th year, a total of 4300 Australians of a mixed demographic were asked to rate their levels of trust in well-known brands. In the Top 15 Most Trusted Brands List, Dettol once again reigns supreme, being voted the No 1 brand Australians trust most when injury and illness hits.

Over the 25-year history of the survey, a number of brands have repeatedly been rewarded by the Australian population for capturing their trust. In this historical milestone year, Reader’s Digest offers congratulations to these repeat stand-out performers: Selleys, SpecSavers, Cadbury, Fujitsu, Bridgestone, Stihl, Bosch, Weet-Bix and Panadol. Each one of the winning brands across the 68 categories are to be celebrated.