Webinar Report - Fragile Nation

This report summarises a webinar conducted by Roy Morgan CEO, Michele Levine, in November 2023, examining the most trusted and distrusted brands in Australia in the year ending September 2023. It considers the idea of Australia becoming a Fragile Nation as a consequence of a multitude of social, economic and political factors.

Fragile Nationhood describes a growing distrust in public institutions. Continuous scandals and Moral Blindness by Australian leaders and institutions are fuelling public distrust. In fact, Roy Morgan data shows that most Australians believe the country is going in the wrong direction. And when trust in institutions turns to toxic distrust, the social fabric starts to unravel.

In summary, this webinar report covers:

The trusted and distrusted industries of Australia
The top 20 most trusted and distrusted brands in Australia
The brand that replaced Coles as Australia’s 2nd most trusted brand
Growing distrust and its impact on National Fragility