DIY, Garden and Hardware chain, Bunnings, has again been crowned the most trusted brand in Australia in the 12 months to December 2023, dethroning supermarket Woolworth’s three-year stronghold. Bunnings lost its title as Australia's most trusted brand to Woolworths in May 2020. However, since October 2022, Bunnings has shown a strong recovery, achieving the largest improvement in trust among all trusted brands.
According to Roy Morgan CEO Michele Levine, ‘Bunnings is a brand with a vast reservoir of goodwill and reputational strength fed by dramatically more trust than distrust… its trust has been climbing steadily over the past year while its minimal distrust remains fairly stable.’
Australians' distrust in companies has grown in the last year, with reasons including corporate greed, poor customer service, unaffordable prices, dishonesty, unethical practices, and poor privacy practices. Bunnings has managed to buck the trend against an economic environment where trust has eroded.
Ms Levine explains that ‘Bunnings has harnessed many of the foundational pillars of a trusted brand including great customer service, communicating what it stands for and delivering, being an active part of the community, solving customer’s problems and expertise and product knowledge.’
