Australians are a trusting bunch but one crisis or scandal can be enough to burn that trust for good.
Roy Morgan's latest "Net Trust" ranking tells that story clearly when it comes to two of Australia's most well known companies.
The December quarter's latest findings revealed long-time Aussie favourite Qantas completely nosedived off the list altogether after a bumpy year, from ninth place in September to 40th in December.
Six months ago, the airline was the sixth most trusted brand in the country.
On the other end of the scale, Optus moved from the country's seventeenth least trusted brand to its second most distrusted following the massive cyber hack.
So, who did and didn't make the top 10 in the latest trust rankings?
Click through to find out.
Australians love car manufacturer Toyota, so much so that it's been atop the sales charts for 20 years in a row.
Hundreds of thousands of the Japanese vehicles are sold every year across the country.
It's landed at number 10 on the rankings.
Australia Post has not been without controversy in the last year, but clearly not enough to deter anybody.
The national postal service has landed in ninth spot on this list, up two places since September.
Woolworths announced it would close 30 underperforming Big W stores and two distribution centres back in 2019, but trust levels in the discount chain remain high among Aussies.
Praised for its affordability and extensive range, Australians have voted the brand eighth most trusted.
Whether you're an iPhone addict, or prefer a Samsung or Huawei, there's no doubting that Apple has a massive influence over the market.
The California-based tech giant has landed at seventh on the list of most trusted brands.
Myer recently recorded its strongest sales in almost 20 years thanks to a bumper Christmas season.
It's been a staple in Aussie shopping malls for decades, and if local trust is anything to go by, it'll be around for many more years to come.
It's landed at six in the rankings.
It's a classic and is only gaining more popularity as the years roll on.
Known for its convincing homeware replicas, ultra-cheap appliances and everything else in between, Kmart has landed at number five in the rankings.
Aldi has been named the most affordable supermarket in the country several years in a row.
The German import is on par with Kmart when it comes to its passionate following, so it comes as no surprise it's so highly ranked on this list.
If you're Australian, chances are you've spent a decent amount of time at this gem.
Between the iconic sausage sizzles, extensive range of hardware and garden supplies and helpful staff, Bunnings is a clear Aussie favourite, landing at number three.
Shoppers won't be surprised to see Coles so high in the rankings; it's been a staple on the supermarket scene for decades.
Aussies far and wide voted Coles as the second most trusted brand in the country.
People have debated the true winner of the long-standing Coles-Woolworths rivalry for years.
But when it comes to these rankings, Woolworths is the clear winner.
Aussies have voted the supermarket giant as the most trusted brand in the country - unchanged for the fifth quarter in a row.