Band-Aid, batteries and disinfectant: Reader’s Digest Most Trusted Brands

• The independently conducted survey has polled a cross-section of more than 3,000 people

Australian Reader’s Digest magazine has released is annual list of Australia’s Most Trusted Brands for 2020. The results come in the May edition of the magazine out this week.

The editors said that in 2020, trust has never been more important – and many livelihoods are currently on the line – as organisations look at new ways to maintain all-important relationships and hard-earned reputations.

The COVID-19 crisis is forcing change, and the 21st annual list of Australia’s Most Trusted Brands identifies those consumers have faith in and the new ways they’re doing things.

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.

The Key Findings

Band-Aid is Australia’s overall most trusted brand
Vegemite is Australia’s ‘Most Iconic’ brand
Guide Dogs is Australia’s most trusted charity
Doctors are Australia’s most trusted professionals

“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,” notes Australian Reader’s Digest editor-in-chief Louise Waterson.

“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.”


It is a climate in which brands are playing an important role in supporting customers with concerns, advising and reassuring them, in many cases referring them on for further assistance.

Trusted brands are easing the worry felt by their customers, using clear and emotive language like: ‘We understand’; ‘Sorry about the wait’; and most importantly ‘What can we do to help?’

It is an independently commissioned poll, with the results appearing exclusively in Australian Reader’s Digest. Leading market research organisation Catalyst Research surveyed a representative sample of more than 3,000 Australians, to identify the brands we trust the most.

The survey reveals the brands, products and services people believe in across more than 70 categories. From chocolate (Cadbury) to moisturiser (Nivea), from lawnmowers (Victa) to pain relief (Panadol), trust is a key ingredient to success.

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