Ms. Levine notes the big ‘loser’ in the latest Roy Morgan Risk Report is McDonald’s: “Fast-food retailer McDonald’s has been the biggest mover with increasing distrust, and also a decrease in trust, in the ‘golden arches’ leading to a big jump in the distrust rankings – up 12 places to 15th overall.
“Driving the big increase in distrust are people who say McDonald’s is ‘too motivated by profit and greedy’ as well as ‘lacking integrity’ and ‘Ultimately the food is mass-produced rubbish’.
“There were also many respondents who raised issues with the way they treat their largely young staff: ‘McDonald’s are a bad employer who exploit people in school for profit whilst not caring about the health or wellbeing of their employees’ and ‘McDonald’s exploits their workers by not paying them a fair wage’ and even that ‘McDonald’s is now using technology to replace staff’.
“McDonald’s has had a long-standing reputation for having ‘poor quality’ and ‘low standards’ but the rising complaints about their exploitation of workers and their ‘greedy’ and ‘profit driven’ corporate structure are now seeing distrust in the company become a real issue to confront going forward.”
The top 10 most trusted brands in Australia – December 2021 (September 2021 in brackets)
Source: Roy Morgan Single Source (Australia). Risk Monitor, January – December 2021. Key commercial brands with 20+ mentions. Base: Australians 14+; n=21,487.
Roy Morgan Risk Monitor data is made available in a variety of formats, from snapshot overviews to detailed tracking of individual brands and their competitors.
The Roy Morgan Risk Monitor surveys approximately 1,800 Australians every month to measure levels of trust and distrust in more than 900 brands across 26 industry sectors. Respondents are asked which brands and companies they trust, and why, and which brand and companies they distrust, and why. The survey is specially designed to be open-ended and context-free, i.e., unprompted.
The latest Risk Report ranking over 200 brands on Net Trust Scores or Net Distrust Scores is available here.