Optus holds the position of Australia’s third most distrusted brand and remains the least trusted telecommunications provider in the nation, according to recent research conducted by Roy Morgan. Despite this ongoing challenge, Roy Morgan’s CEO Michele Levine has observed a slight improvement in consumer perceptions towards the brand.
Levine noted that a significant data outage has exacerbated the negative effects stemming from a previous data breach scandal, which has substantially hindered Optus’s efforts to rebuild trust. Although the recovery process has been gradual, there are emerging indicators that suggest Optus may be starting to regain some of the trust it lost. This trend appears to align more closely with Roy Morgan’s Benchmark Recovery Rate, indicating a possible positive shift for the telco in the eyes of consumers.