Nov 17

Who do you trust?

Graham White

by Graham White
Category: Australia, Influencers, Research & Insights

Consumers most distrust banks and telecommunications firms, according to new research released in Australia by Grey Group Australia and conducted by Sweeney Research

According to a report in AdNews, the Grey Sweeney Trust Scale Survey, will offer a new perspective on trust in brands and organisations. It was an online poll of 1500 people, conducted in Australia in August. Key highlights:

70% said firms are money hungry and too focused on profits.

20% highlighted banks or telcos as organisations they no longer trust

54% could think of an organisation or brand they no longer trust

59% placed more trust in Australian companies than overseas firms

Reassuringly, Aussies do have high levels of trust for charities, with The Salvation Army the most trusted brand. This is followed by Google, Australia Post and Medicare. When they look at the business sector, airlines are the most trusted, beating food manufacturers, sporting bodies and supermarket chains.

Does the rest of Asia concur with these findings, or are us Australians just a very different animal?

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