Bunnings has solidified its position as Australia’s most trusted brand, while online retail giants such as Temu and Shein are seeing a rise in consumer distrust.
According to the latest quarterly brand trust report by Roy Morgan, the home improvement and hardware retailer has maintained its top ranking for the eighth time in a row, a streak that began in late 2023. This consistency underscores Bunnings’ strong reputation among Australian consumers.
The list of the top four trustworthy brands remains unchanged, with Bunnings leading the way, followed closely by Aldi, Kmart, and Apple. These brands have successfully retained consumer confidence over the past four quarters.
In contrast, the online retail sector is facing challenges in earning consumer trust. Of the major players, only eBay continues to enjoy a positive trust rating. Consumers are increasingly skeptical of other online retailers such as Amazon, AliExpress, Kogan, as well as Temu and Shein.
This growing distrust comes despite a rise in the usage of these platforms. The pollster highlighted that unethical practices and profit-driven motives are contributing to the negative perception among shoppers.
Levine, a spokesperson for the study, explained, “As more Australians try out these platforms, distrust is growing rather than stabilizing, indicating that real-world experiences are fueling this decline in trust.”
“The biggest drivers of Temu’s distrust are poor quality, a lack of ethics, dishonesty, a lack of data privacy, and overall unreliability. Poor quality and low standards are accelerating fastest, but every negative driver is reinforcing the overall surge in distrust.”
