Optus cops an uwelcome accolade from Australians

Optus has been handed an almighty whack from the Australian public, keeping top place as the “most distrusted brand” in the country, according to the latest Roy Morgan research.

It marks the fourth straight quarter the telco has topped the unwanted rankings. Far from the only network carrier to draw Australians’ ire, Telstra also cracked the top 10 most distrusted brands, sitting in sixth position.

Both last year’s highly publicised national outage and 2022’s major data breach have impacted Aussies’ perception of Optus in recent years. Despite delivering consistently higher 5G speeds than the competition, people still struggle to trust the telco, as Roy Morgan’s research shows.

Alongside Optus and Telstra, tech and social media companies dominate the least trusted list. Facebook and its parent company Meta sit in third, while social media platforms X and TikTok make the top 10.

On the reverse side of things, Apple and Samsung are Australia’s most trusted tech brands, ranking fifth and 10th respectively in the overall rankings.

Outside of the world of tech, it’s a bad time to be an Australian-owned supermarket. Woolworths and Coles both ranked among the country’s most trusted brands a year ago. Now, they’re two of the least trusted brands. While the ACCC investigates the supermarket industry, Aldi still holds an enviable perception among the Australian public, ranking second as the most trusted brand.

Australia’s most trusted brands:

1. Bunnings
2. Aldi
3. Kmart
4. Toyota
5. Apple
6. Australia Post
7. Myer
8. Big W
9. NRMA
10. Samsung

Australia’s most distrusted brands:

1. Optus
2. Qantas
3. Facebook / Meta
4. Coles
5. Woolworths
6. Telstra
7. News Corp
8. X (formerly Twitter)
9. TikTok
10. Temu

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