KPMG survey reveals reputation drives consumer demand

New research from KPMG Australia’s Reputation Advisory team reveals Australians care about the reputation of an organisation when thinking about buying goods and services. Over 85% of respondents said reputation was important when making purchasing decisions, with 50% saying they would not transact with companies they believe have a poor reputation.

The KPMG Reputation Research 2022 surveyed 500 Australian consumers to understand what they think about certain business sectors, governments and their reputations, as well as how much trust they put into these organisations.

Interestingly, when it comes to determining an organisation’s reputation, the most important factors were the effective delivery of goods and services (62%), adherence to accepted ethical and moral values (57%) and a brand that they trust (56%).