Reader’s Digest reveals most trusted brands across Australia in 2023

Louise Waterson, Editor-in-Chief for APAC at Reader’s Digest
Louise Waterson, Editor-in-Chief for APAC at Reader’s Digest

Reader’s Digest announced the results of the 24th Annual Most Trusted Brands survey. The results reinforce one clear fact about brands: retaining trust during difficult financial times requires innovation, adaptability and excellence. The 24th annual Trusted Brands Survey reveals that excellence in innovation and customer-focus of the winning brands have paid off.

What is the mission behind the initiative?

Coming out of the pandemic and head-first into a period of high inflation, has pushed the best brands to regroup to secure customer trust by pursuing innovation that reflects the ever-changing needs of their clients, revealed Reader’s Digest Editor-in-Chief Louise Waterson.

She says that despite the post-pandemic period being the toughest for generations, many brands have chosen exciting new rebranding strategies, designed to capture the attention of customers, celebrate their strength and reinforce their commitment to future growth.

“For award-winning brands, the complex challenges created by the current economic environment has only reinforced their determination to work harder to retain the trust of their current customers and attract the trust of new ones. Trusted brands are consistent, reliable and value-for-money—while also cleverly improving and expanding their existing practices to suit their customers’ needs and concerns,” Louise Waterson further commented.

Who were this year’s top performers?

Reader’s Digest commissioned market research company Catalyst Consultancy & Research to survey Australians’ opinions on leading brands across 74 categories. With the survey now in its 24th year, a total of 2800 Australians of a mixed demographic were asked to rate their levels of trust in well-known brands. In the Top 20 Most Trusted Brands List, Dettol reigns supreme being voted the No 1 brand Australians trust most when injury and illness hits.

Another stand-out performer is Weber Barbecues—voted the most trusted barbecue—who enjoys a huge leap in trust from No 20 in 2022 moving up to No 2 this year. Weber is a big supporter of the Women’s Big Bash League, a partnership that celebrates inclusivity and has cemented its brand as an ally in women’s sport and good times with family and friends.

Also, congratulations to the team at Singapore Airlines for being voted the most trusted airlines brand for 2023. The Top 20 Most Trusted Brands – across all categories are here:

1.   Dettol                                                                   11. Specsavers
2.   Weber                                                                   12. Selleys
3.   Cadbury                                                                13. Bega Cheese
4.   Bunnings Warehouse                                              14. Dyson
5.   Panadol                                                                 15. Cancer Council Sunscreen
6.   Victa                                                                      16. Dairy Farmers
7.   Band-Aid                                                                17. Ryobi
8.   Royal Flying Doctor Service of Australia                   18. Bridgestone
9.   Dulux                                                                     19. Sanitarium Weet-Bix
10. Glen 20                                                                  20. Woolworths

The full list of the 2023 Australian Most Trusted Brands Awards winners is here.