Roy Morgan names Australian Red Cross as most trusted charity

Australian Red Cross has once again been recognised as the Most Trusted Charity Brand at the Roy Morgan Trusted Brand Awards 2025, reaffirming its place at the heart of Australian communities.

The annual awards celebrate the brands Australians trust most, and this year the Australian Red Cross retained the top spot in the charity category, ahead of seven highly respected organisations.

Australians who took part in the Roy Morgan research praised the Australian Red Cross for its ethical community-focused practices, for example, saying:

“They are helping so many in need and have a great range of products, courses and services that are all designed to help people and the community.”

“They have a large number of volunteers and donate time and resources to providing safe spaces for people.”

Roy Morgan CEO Michele Levine said the Roy Morgan Trusted Brand Awards recognise Australia’s most trusted brands that have maintained consistently high levels of trust. 

“Australian Red Cross, as part of the broader Red Cross Red Crescent Movement, is a global beacon of hope, delivering humanitarian aid and support to those in need, embodying the spirit of compassion and community,” Levine said.

In accepting the award on behalf of the Australian Red Cross, Kira Reed, Director of Marketing, Communication and Customer Experience, said the organisation was deeply honoured to be recognised once again as Australia’s most trusted charity. 

“This award is a reflection of the work of our extraordinary 17,000 members, volunteers and staff who give their time and energy in every community across the country. It also speaks to the generosity of our supporters and donors, whose trust allows us to continue our mission to bring help to those who need it most,” Reed said.

This is the second time the Australian Red Cross has received the Roy Morgan Most Trusted Charity Brand award, highlighting the ongoing impact of its mission and the deep trust Australians place in the organisation.

Geraldine Grones

+ posts

Geraldine is currently the Content Producer for Third Sector, an Akolade channel. Throughout her career, she has written for various industries and international audiences. Her love for writing extends beyond the corporate world, as she also works as a volunteer writer at her local church. Aside from writing, she is also fond of joining fun runs and watching musicals.