Australia’s Most Trusted Brands of 2024

    In 2024, the results from the Reader’s Digest survey revealed the brands Australians trust the most. This annual survey, now in its 25th year, asked over 4300 Australian adults to rate the brands they trust across 68 categories. The top twenty brands highlighted the power of consumer trust and the significance of brand awareness.


    The Top 20 Most Trusted Brands of 2024

    1. Dettol
    2. Band-Aid
    3. Cadbury
    4. Bunnings
    5. Dulux
    6. Cancer Council
    7. Bridgestone
    8. Panadol
    9. Toyota
    10. Bega
    11. Weber
    12. Royal Flying Doctor Service
    13. Dairy Farmers
    14. Glen 20
    15. Selleys
    16. Weet-Bix
    17. Woolworths
    18. Lipton
    19. Finish
    20. Yates


    Catalyst Research employed a rigorous methodology, ensuring a representative sample from every state and territory. The survey was unprompted, asking respondents to name their most trusted brands without any biases. This approach ensures that the results truly reflect consumer sentiment.

    The Significance of Brand Awareness and Trust

    1. Building Credibility

    Trust is an essential foundation for brand credibility. Brands like Dettol and Panadol, which topped the list, have established themselves as reliable through consistent product quality and effective communication. Credibility leads to customer loyalty, which is crucial in a competitive market.

    1. Emotional Connection

    Brands that evoke trust create a strong emotional bond with their customers. Cadbury, for instance, is not just a chocolate brand but a symbol of comfort and joy for many Australians. This emotional connection is what makes consumers return to the brand repeatedly.

    1. Reputation Management

    Maintaining a positive reputation is paramount. Trusted brands like the Cancer Council and the Royal Flying Doctor Service showcase the importance of aligning with positive values and contributing to societal good. Their trustworthiness is a testament to their impactful work and transparent communication.

    1. Consumer Loyalty and Advocacy

    Trusted brands often benefit from consumer loyalty and advocacy. Bunnings and Weber have cultivated a loyal customer base that often advocates for their products. This word-of-mouth marketing is invaluable and can significantly enhance brand visibility and reputation.

    1. Crisis Resilience

    Brands with a strong foundation of trust are better equipped to handle crises. For instance, Toyota’s inclusion in the top 10 reflects its resilience and ability to maintain trust despite challenges in the automotive industry. A trusted brand can navigate crises with greater ease, retaining customer loyalty and trust.

    Why Brands Should Take Brand Awareness Seriously

    1. First Impressions Matter

    Brand awareness is the first step in the consumer journey. A brand that is easily recognisable like Woolworths, attracts more customers. High brand awareness ensures that when consumers are ready to make a purchase, they think of your brand first. In light of recent events, this survey really goes to show how strong Woolworths’ customer base is. Even during the midst of a cost-of-living crisis, the supermarket labelled the “most expensive”, is still the most relied on for majority of Australians.

    1. Competitive Advantage

    In the saturated market of home goods, standing out is essential. Brands like Dulux and Selleys leverage not only their high volume of product offerings but their high brand awareness to differentiate themselves from competitors.

    1. Simplifies Marketing 

    Brand awareness makes marketing campaigns more effective. Consumers are more likely to engage with a brand they recognise and trust. This recognition simplifies the task for marketing professionals, allowing them to build on an existing foundation of trust. Think about the majority of brands on this list, most of them have a jingle, phrase or Ad that is associated with them…

    • “Oh what a feeling” – Toyota
    • “Aussie kids, are Weet-bix kids” – Weet-bix
    • “The fresh food people” – Woolworths
    • “Lowest prices are just the beginning” – Bunnings

    And every shaggy looking dog automatically reminds you of the “Dulux Dog”?!!! Genius

    1. Consumer Trust Translates to Sales

    Ultimately, trust drives sales. The reality is, there aren’t many Australian owned and operated brands left. For Aussies, it’s the “shopping local” that drives us to purchase from these brands. Bega and Weet-bix are a great example of this, highlighting their Aussie roots as significant part of their brand identity.

    How PR Works to Boost Brand Awareness

    An effective PR strategy works to create brand awareness by managing the information about a brand to the public, media, and stakeholders. This involves crafting compelling narratives that highlight the brand’s values, achievements, and unique selling propositions. By securing media coverage in reputable outlets, engaging in community events, leveraging social media, and building strong relationships with influencers and journalists, PR professionals ensure the brand consistently stays in the public eye. This visibility not only enhances recognition but also builds credibility and trust, positioning the brand favourably in the minds of consumers and differentiating it from competitors.

    The results of the 2024 Reader’s Digest Trusted Brands survey highlight the paramount importance of trust and brand awareness. For PR professionals and marketers, these insights underscore the need to foster trust through consistent quality, transparency, and emotional connections with consumers. Brands that prioritise these elements will not only secure their position in the market but also enjoy sustained loyalty and advocacy from their customers.