The public has chosen St John as the most trustworthy brand around, marking the first time a charity has ever topped the Reader’s Digest list.
This year, the magazine's Most Trusted Brands survey was conducted with a new methodology, with an initial scoping survey used to determine the list of brands to be included in the main study. Brands scoring below a minimum level of recognition were removed from the options.
Everything from breakfast foods to electronics and banking services was ranked by more than 500 survey respondents, questioned by an independent research company.
Following a busy year for emergency services, particularly in Christchurch, St John was recognised as the brand most trusted by Kiwis. It provides ambulance services for approximately 90 percent of New Zealand's population and runs a youth programme where young New Zealanders can learn first aid and general life skills in their communities.
Dettol was ranked second (while the 500 survey respondents were questioned by an independent research company, the NBR’s Chris Keall pointed out this was a fitting top two given the age of the publication’s readership) and Whittaker’s was third, followed by Wattie’s foods and Tip Top.
In the hotly contested cat food category, Chef took the win, while AA, Fisher & Paykel (for the 11th year in a row), Sanitarium, Dulux, Countdown, Kiwibank, Mitre 10, Panadol, Sony, Anchor, NZ Post, Toyota, Colgate, and Dove all took category wins.
Check out the other category winners and the highly commendeds (slightly surprisingly, Hell Pizza is in this list) here.
OVERALL MOST TRUSTED BRANDS:
1. St John
5. Tip Top
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