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It is clearly thematic that we trust the brands of physical stores. No surprise that Bunnings and Aldi rank one and two respectively. But they are also in the company of retail peers including Kmart, Apple, Big W, Myer, JB Hi-Fi and Australia Post inside the top 10 for trust.

10 most trusted brands (Source: Roy Morgan)

1. Bunnings
2. Aldi
3. Kmart
4. Commonwealth Bank
5. Apple
6. Big W
7. Myer
8. Toyota
9. JB Hi-Fi
10. Australia Post

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The remainder of the brands that comprise the 10 least trusted brands are less about the industry in which they sit and have more aberrant reasons for their inclusion.

10 least trusted brands (Source: Roy Morgan)

1. Optus
2. Facebook (Meta)
3. Temu
4. Woolworths
5. Coles
6. Tesla
7. Qantas
8. Telstra
9. Shein
10. X (formerly Twitter)