The Trusted Brands Survey, commissioned by Reader’s Digest, has a long-established reputation as a measure of brand preference in Australia. The survey polled a representative sample of Australians, with over 2,410 respondents ranking brands on consumer trust levels.
“At Blackmores, we are passionate about natural health and inspiring people to take control of and invest in their wellbeing,” says said Dave Fenlon, Blackmores managing director Australia & New Zealand.
“Receiving this award is a humbling reflection of the way our valued consumers feel about us.
“Trust is not something you can buy or manufacture – it is earned from years of dependability, reliability and consistency. We pride ourselves on delivering engaging services, programs and products for our consumers but only at the highest level of quality,” he says.
Coming tied in second place in the Vitamins and Supplements category were Swisse and Nature’s Own, closely followed by Centrum, Berocca, Cenovis and Herron.
Trust matters more than ever, says Australian Reader’s Digest editor in chief Sue Carney.
She says research shows when we place our trust in something our brain releases oxytocin, a hormone that produces pleasurable feelings. It also triggers a herding instinct that leads sheep to flock together for safety, and prompts humans to connect with one another.
“Many purchases are made with the heart and, even in this digital age, it’s the brands which continue to offer quality and substance that hold our trust,” says Carney.
“But it also has to be acknowledged that the process of winning our trust has shifted dramatically, with many people preferring the testimonials of their fellow-consumers on social media.”