- A new report from Medianet oncovers key drives of positive sentiment and strong brand reputation on some of Australia's most trusted brands.
- Low prices and social media sentiment have more impact on retail brand trust than financial performance or share prices in Australia
- Aldi achieved the highest favourable media coverage (59%) among analysed retailers due to its low-cost model and price stability
- Social media content significantly influences traditional news coverage, with 51% of Kmart's news mentions originating from social media posts
- Corporate financial issues don't necessarily affect consumer trust, as demonstrated by Myer maintaining strong customer trust despite negative financial coverage
- Maintaining value pricing and managing online conversations are the most crucial factors for building retail brand reputation
As Australian retailers wrap up the peak shopping season, a new report from Medianet, "Beyond the Shelf: Media, Retail and Brand Reputation," uncovers key drivers of positive sentiment and strong brand reputation of some of Australia’s most trusted brands.
The report focuses on three brands in the Roy Morgan Most Trusted Brands Report which consisted mostly of retail brands.
The analysis of 445 prominent media mentions over the period from 1 September to 2 December 2025 for Aldi, Kmart and Myer reveals that low prices and what people are sharing on social media – not what analysts are saying about the company's finances – have a significant impact on the trust placed by Australians in the retail sector.
"In today's economy, customers equate price stability with reliability and trust," said Jacquie Hanna, Head of Insights at Medianet Insights. "The low-cost model has become a key signal of trust in the Roy Morgan survey, and this is being mirrored and amplified by positive media framing across the country. These retailers are not just selling products; they are selling dependability."
The key learnings
- Low-cost model pays off in media coverage: The report found that having a low-cost model (like Aldi's or Kmart's) is a major signal of trust. Aldi, known for its low prices, had the highest share of favourable media coverage (59%) among the brands analysed. In a volatile economy, customers are likely to feel safer with brands that can maintain price stability. Focusing on value generates positive media coverage.
- Social and traditional media are part of the same loop: Social media posts, especially popular ones on Reddit and TikTok, were key drivers of traditional news stories about retailers. This creates a "double-edged sword". For Kmart, 51% of its traditional news mentions republished social media posts, which quickly amplified both positive product finds and negative customer complaints. Retailers must treat social media as an "early-warning system" to manage their reputation before stories hit the mainstream news.
- Financial problems don’t necessarily erode consumer trust. Corporate financial issues (like share price or business stability) are less influential over consumers at the checkout. Myer was widely scrutinised in the media for its share price and finances, which drove a higher share of negative coverage. However, Myer's high level of customer trust remained strong and even increased in the Roy Morgan Report. Consumers are capable of separating a company's financial struggles from their personal experience. Maintaining service standards can potentially insulate a brand's reputation from corporate turbulence.
The report's findings confirm that maintaining value and managing online conversation are the most powerful drivers of a brand's reputation.
"This report offers a clear roadmap for retail executives navigating the holiday season," said Medianet’s Managing Director, Amrita Sidhu.
"While the media must report on financial health, our data shows the core of consumer trust for retailers lies in consistency, value, and positive experience. Brands that maintain superior service standards and leverage their low-cost perception will continue to secure their place among Australia's most trusted, regardless of what goes on in the boardroom," she added.
Download the full report here: https://www.medianet.com.au/beyond-the-shelf
About us:
Medianet is a leading service provider to Australia's corporate affairs and communications industry. As the only Australian owned and a media owned solution, Medianet provides professionals with unique access to media outlets and journalists, offering unparalleled insights and distribution solutions that bridge the gap between organisations and newsrooms.
Contact details:
Mercedes Carrin
Head of Marketing, Medianet
+61 430 729 397
[email protected]
Amrita Sidhu
Managing Director, Medianet
+61 0481 177 686
[email protected]
