Bunnings, Aldi and Kmart top Roy Morgan trust rankings as OpenAI enters Australia's 20 most distrusted brands

The brands that Australians are now hating on, and why

Australians have been legendary earlier adopters of technology over the decades but according to the most recent survey on brand trust by Roy Morgan, we have concerns about their ethics, profiteering, anticompetitive behaviour and in the case of Google, privacy protection is also a concern.

Optus takes the top spot as Australia’s most distrusted brand

When you can’t call triple-0, trust evaporates fast. That is exactly what happened to Optus. The telco has seized the top spot in Roy Morgan’s latest distrust rankings. Optus has overtaken Woolworths to become Australia’s most distrusted brand in the year ending March 2026. It is a dramatic reversal for a company once considered a reliable household name. The outage that changed everything The catalyst is no mystery. On 18 September 2025, a s…

‘Controversial CEO’: OpenAI Enters The Top 20 Most Distrusted Brands

OpenAI falls foul of its "controversial CEO" in this Roy Morgan ranking. Unlike most other companies around the world.

Optus topples Woolworths as Australia's most distrusted brand

It seems the only thing worse in the mind of Australians than tricking consumers with fake discounts is a fatal triple-zero failure, as Optus replaces Woolworths as the country’s most distrusted brand. This is according to Roy Morgan’s latest survey, which tracks trust and distrust over the 12 months to March 2026. Optus was the most distrusted brand, followed by Facebook, and Temu, who both increased in the distrust rankings this quarter. Years…

Bunnings, Aldi and Kmart top Roy Morgan trust rankings as OpenAI enters Australia's 20 most distrusted brands

Bunnings is Australia’s most trusted brand; OpenAI enters the top 20 most distrusted brands for the first time Bunnings is the most trusted brand in the 12 months to March 2026 – a tenth consecutive quarterly victory for the leading hardware retailer stretching back well over two years to late 2023. Importantly, leading ‘Artificial Intelligence’ (AI) company OpenAI (including ChatGPT) has entered the top 20 most distrusted brands in Australia fo…