Australia’s best and worst brands revealed

The verdict is in on Australia’s best and worst branded companies.

The NRMA came out on top while KFC, Sydney Airport and Visa were among the least favoured in research into corporate social responsibility conducted by cultural insights and strategy company, The Lab.

Reece plumbing came in at number two of Australia’s best brands in the inaugural Forces of Good Report, which was based on net positive dialogue, mentions and engagement against what is considered ‘good’.

“Being a force for good is what Australian consumers are craving right now,” The Lab’s Paul Labagnara said. “They want to know which brands care.”

The NRMA, Labagnara explained, topped the list due to its handling of the Covid crisis and frontline worker support “as well as having a significant profile in the sustainability space

through renewable energy and wildlife conservation efforts”.

“In Australia, the 2019-20 bushfire season and flooding were major events that pulled people closer together, and brands with an effective response to either fared particularly well,” he said.

The Forces of Good study was conducted over the past 12 months using AI based analysis of Australians’ digital conversations focusing on corporate social responsibility. Some 190 brands were analysed from more than 6.8 million online mentions through publicly available data sources.

Research showed 83 per cent of Australians believe brands need to stand by their values and principles.

Eight of the top 10 brands are Australian.

In third place is Bendigo Bank, followed by Afterpay, the Sydney Opera House, BlueScope, BP, Dulux, Priceline and Grill’d.

Rounding out the worst list meanwhile are Vodafone, CSL, 7 Eleven, Subway, MYOB, Amazon and JB Hi-Fi.

“Brands and marketers should note that there is strength in localised content and activity, especially when paired with a greater level of commitment and ability to

influence when on the ground,” Labagnara said, adding that the key themes on the worst list were “lack of support for staff and community and failing to have a voice”.