The social media sector has long held the mantle of most distrusted industry. But it has been usurped, according to Roy Morgan which has been measuring trust and distrust since 2018.
The new leader is the telecommunications industry.
Roy Morgan says the rise to the top (or should we say the descent to the bottom) is largely because of the “toxic levels of distrust” experienced by Optus in the wake of the September 2022 data breach.
In the 12 months to February, Optus was the second most distrusted brand in the economy, with Telstra the third most distrusted. Facebook remains the most distrusted brand in the country despite slightly lower levels of distrust in recent months, however Optus is closing in on the social media giant.
While the telco industry is the most distrusted industry in the economy, some brands in this industry are bucking the trend. Aussie Broadband is one of the most trusted brands in Australia, currently ranked 26th among all brands and is by far the most trusted telco.
The travel and tourism industry fell from 10th to 13th (can it blame Qantas?) and insurance was the other industry to fall in the rankings, driven by continued high levels of distrust in Medibank, which is now the seventh most distrusted brand in the economy.
If you were polled by Roy Morgan, which would be your most trusted and least trusted industries and brands?
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