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Optus leads tech giants in Australia’s least trusted brands

Roy Morgan has released the results of its latest quarterly brand trust rankings, and as you might expect, tech companies and scandal-covered giants top the list in terms of least trust, with one in particular remaining the unlucky winner.

Optus remains the least trusted brand in Australia for the third quarter in a row, which shouldn’t be too surprising. After the data breach at the end of 2022 and the outage in November 2023, the company is on its way to restoring consumer confidence. In May, it was announced that NBN Co CEO Stephen Rue would step down and take over the reins of Australia’s second-largest telecoms company, introducing a new governance structure.

“The board and executives will work together to reset the strategy and rebuild customer confidence in the Optus brand,” the company said at the time.

Meta, the owner of Facebook and Instagram, remains at number two on the list, which isn’t surprising considering the sheer amount of controversy the company is constantly embroiled in. And the fact that our editor and others cannot perform the simple task of logging into their accounts.

Of technology companies included in the top ten; Telstra retained fourth place, Amazon sixth (one place higher), X (Twitter) seventh (two places higher) and TikTok remained eighth.

Of the non-tech companies, which we won’t dwell on for too long, consumer confidence in Coles fell to the bare minimum this quarter, with the supermarket company plummeting in 221 places to fall ninth on the list. I wonder what that’s about. Qantas was in third place, News Corp in fifth place and Nestle in 10th place.

“The rising distrust is caused by companies focusing too much on corporate profits and leaving the customer behind. Raising prices to maintain profit levels is increasingly seen as an abuse of customer loyalty and leads to increasing distrust across the economy – and especially for banks and supermarkets.” So says Michele Levine, CEO of Roy Morgan.

That line of thinking definitely goes towards companies like Coles and Woolworths, but it can also be applied to the tech giants on the list. Amazon, Optus and Telstra are constantly raising prices, Meta is flooding its platforms with ads, and Twitter (X)… Well, I mean. Come on.

When it comes to TikTok, there is a general distrust of its Chinese parent company, which has come to a head last month when US law bans it in the country unless ties with ByteDance are severed.

At the other end of the scale, Apple rose to fourth on the list most trusted brands in the Australian list. Toyota ranked fifth and Samsung ranked 10th – not that these companies haven’t had some controversy lately. First place remains the property of Bunnings Warehouse.

Image: iStock