Low prices and what people are sharing on social media have a greater impact on consumer trust than what analysts say about a company’s finances, according to 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: ALDI, Kmart and Myer.

The analysis of 445 prominent media mentions over the period from 1 September to 2 December 2025 for the three retailers confirm that maintaining value and managing online conversation are the most powerful drivers of a brand’s reputation.

“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 [Most Trusted Brands] 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.”

Savings and trust

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 loop

The report also found 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.

Corporate ambivalence

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.

Securing trust

The report offers a clear roadmap for retail executives navigating the holiday season, says 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,” she said.

“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.”