The coronavirus pandemic is forcing change, and that includes the trust that people have in brands.

In the 21st annual list of Australia’s Most Trusted Brands, the list identifies the brands that we have faith in and the innovative ways brands are responding to new issues.

The independently conducted survey has polled a cross-section of more than 3,000 people, to name the most-trusted brands across more than 70 leading consumer categories. Not only were the Most Trusted Brands polled, Our most-trusted professions have also been polled, and the results appear exclusively in the latest issue of Australian Reader's Digest.

The key findings shown by an independent poll concluded:

  • Band-Aid is Australia’s overall most trusted brand
  • Vegemite is Australia’s ‘Most Iconic’ brand
  • Guide Dogs is Australia’s most trusted charity
  • Healthcare workers (Doctors, nurses, paramedics) top ‘Most Trusted Professions’

Reader’s Digest editor-in-chief Louise Waterson said: “While COVID-19 has certainly changed the marketplace, and the way we go about being consumers, other things remain the same when it comes to our relationships with brands.

“For the brands themselves, trust matters when it comes to weathering a crisis, and ultimately trust is built on the traditional foundations of quality, consistency, honesty and delivering on your promise.

“In terms of this current situation, with this pandemic, that also means getting proactive and reaching out to your customers like never before. It’s very much about maintaining a relationship with that particular individual.”

How a brand is likely to be voted as a Trusted Brand

There are many things a brand can do in order to be voted as a Trusted Brand, but the main message is to be reassuring, reliable, consistent, and offer value for money as these are the common traits shared by brands that Australians trust.

Another beneficial tip is to respond well in a crisis, which has been shown by many brands in response to the COVID-19 pandemic.

We’re seeing brands that are on the frontline supporting customers with their concerns, advising how to get help, and reassuring them in a very personal way.

With Dettol (3) upping its communications on how to kill germs in our homes, Qantas (7) flying in our stranded family members home from overseas and Toyota (19) keeping their service centres open to make sure that Australians still have reliable vehicles, brands are expected to support customers with their concerns and offer reassurance during this crisis.

Other brands are striving for consistency and innovation, which helps brands remain in the top spot. Winner of this year’s Iconic Brand, Vegemite (16) has a range of fun and delicious recipes to help with the boredom of being at home during a pandemic on their website.

This year, Trusted Brands Australia has also included the 'Most Trusted Professions', which saw doctors take out the top spot, with nurses and paramedics quickly following behind in second and third place.

Unlike amateur experts or celebrities motivated to increasing their own popularity, doctors stick to the observable facts, they avoid controversy and are the calm protectors we all turn to when we and our families are feeling most vulnerable.

Together with paramedics and nurses, who came in 2nd and 3rd, these professions are the real deal.

Australia’s top 20 most trusted brands – across all categories are:

  1. Band-Aid
  2. Energizer
  3. Dettol
  4. Colgate
  5. Dyson
  6. Cadbury
  7. Qantas
  8. Dulux
  9. Finish
  10. Sanitarium Weet-Bix
  11. Weber
  12. Panadol
  13. Cancer Council Sunscreen
  14. Bega Cheese
  15. Bridgestone
  16. Vegemite
  17. Aerogard
  18. Bunnings
  19. Toyota
  20. Victa

Check out the full results at