BRANDS CONSUMERS CAN TRUST
In our 101st Anniversary Year, Reader’s Digest’s Annual Trusted Brands Awards celebrates the brands Australians trust the most.
For the 24th year, Reader’s Digest has approached ordinary consumers to ask their opinions on what brands of products and services are important to them. With these years of research behind us, we are able to confidently dissect precisely what features a Trusted Brand must possess in order to maintain relevance and purpose for Australian consumers.
A Trusted Brand enjoys international appeal, yet at the same time upholds a strong local connection. It has individual relevance for all its consumers, just about anywhere and in any culture.
Trust is an emotion that fuels our decision whether we are conscious of it or not. It is that intangible quality that signals reliability and integrity. Whether it is a product or service, trust is what reassures us that we are making the right choice. Cost, quality and desirability are all important factors for consumers. Yet it’s vital for a brand to stay true to its promises. While brands come in and out of vogue, those that capture our attention, maintain our confidence and win over our trust do so by holding fast to their core principles.
BRAND SHOWCASE
Aged Care & Retirement Villages
Air Conditioner
Air Conditioner
Australian Iconic Brand
Barbecues
Breakfast Food
Charity
Confectionery
Cruise Operators
Cruise Operators
Dishwashers
DIY Power Tools
Fabric Softener/Conditioner
Funeral Insurance
Garden Power Tools (Exc. Lawn Mowers)
Gardening Products
Glues and Construction Adhesives
Health Insurance
Hearing Services
Hearing Services
Home Care NSW/ACT
Home Care QLD
Home Care QLD
Home Care SA/NT
Home Care VIC/TAS
Home Care VIC/TAS
Home Care VIC/TAS
Home Care WA
Honey
Household Cleaning Products
Humidifiers And Vaporisers
Incontinence Products
Incontinence Products
Laundry Appliances
Laundry Detergents
Lawn Mowers
Lawn Mowers
Life Insurance
Optometrists
Pain Relief
Paint
Pet Care (Excl. Food)
Pet Insurance
Retailers (Exc. Supermarkets)
Sealants & Fillers
Sealants & Fillers
Skin Care (Anti-Ageing)
Stain Removers
Sugar Substitutes
Sunscreen
Sunscreen
Superannuation
Tea
Tea
Tyres
Vegetarian/Vegan Food
Vitamins & Supplements
MOST TRUSTED
*of all brands
surveyed
METHODOLOGY
How Our Trusted Brands Survey Was Conducted"
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Catalyst Research
The 2023 Trusted Brands survey was independently conducted by research company Catalyst Research. It invited a sample of over 2800 Australian adults, from every state and territory, to rate the brands they trust the most. They scored over 74 categories of products and services across a broad range of industries.
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Scoping
Brands included in the list to be rated were generated by asking consumers in Australia for their most trusted brands. This was an unprompted question to ensure the rating of top brands in each category, as selected by Australians, was without prejudice.
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Consumers Voting
Each respondent was required to complete an online questionnaire. Catalyst Research asked each participant to rate the brands they trust for each category. They then have to rate which is their most trusted brand of that category and then have to write in words why.
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Trusted Brand Rating
Each category contains one Winner, and two Highly Commended brands. These brands scored higher in their respective categories than the other brands polled.
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2023 Results
We are confident that the results of the 2023 Reader’s Digest Trusted Brands survey provide a truly accurate measurement of Australian consumer sentiment.