The top of Australian brand trust does not move much, and that is the point: Bunnings, Aldi and Kmart have held the first three places for ten consecutive quarters. Commonwealth Bank and Apple round out an unchanged top five. Toyota is the mover, up two to sixth, while Big W slips two to eighth. Outside the top ten the biggest improvers were Bupa (up 43 places to 61st) and GIO (up 25 to 50th), driven by falling distrust rather than rising trust.
Why it matters for marketers
Trust is a lagging, slow-moving asset and distrust is a fast one. The brands at the top have not changed in nearly three years; the brands that moved most did so because something bad stopped being said about them. For a brand team, that argues for measuring distrust as closely as trust, and for treating a service failure as a brand event rather than an operations event.
Method and source
Roy Morgan's Risk Monitor interviews around 1,500 to 2,000 Australians a month and asks, unprompted, which brands they trust and distrust and why, across roughly 1,000 brands in 27 sectors. Rankings are a 12-month rolling average; this edition runs to June 2026 (n=17,704) and was published on 24 August 2026. Movement is the change in position since the March 2026 quarter. Source: Roy Morgan, finding 10327.
