Graham Ross is Australia's 2022 top trusted talent and Stephanie Gilmore is top authentic talent, according to a 2022 Australian talent index.
The index, commissioned by media and marketing agency Talent Corp in conjunction with Lewers Research, is a talent measurement system that captures consumers’ awareness of, and attitudes towards, a range of Australian talent, including celebrities, actors, broadcasters, sports stars, and politicians.
The nationally representative survey included more than 5,000 Australians who rated 300+ personalities.
TOP TRUST - defined by consumer emotions (emotion response data)
1. Graham Ross (Better Homes & Gardens) +49
2. Peter Overton +43
3. Hugh Jackman +42
4. Liz Hayes +41
5. Cherie Barber +41
6. Dr Ginni Mansberg (GP and presenter on Sunrise) +41
7. Dr Chris Brown +40
8. Travis Head (cricketer) +40
9. Lisa Wilkinson +39
10. Anthony LaPaglia. +38
TOP AUTHENTIC - defined by consumer attitudes
1. Stephanie Gilmore (Australian surfer) - 95%
2. Ash Barty - 93%
3. Evonne Goolagong Cawley - 93%
4. Aaron Mooy (Socceroo) - 93%
5. Maggie Beer - 92%
6. Sam Kerr (Matildas football star) - 92%
7. Jess Fox (Olympic canoeist) - 92%
8. Max Gawn (Melbourne Demons AFL player) - 92%
9. Adam Gilchrist - 91%
10. Shane Watson (former cricketer) - 91%
Mark Noakes Talent Corp managing director said: "Credibility, authenticity, relatability and trustworthiness are just some of the attributes we measure.
"It is well established that if the message sent is considered credible and authentic by the audience then the receiver will trust the message.
"Trust is a shortcut in a consumer's purchase decision and in a world where faith in our instructions, church and governments has declined, trust has never been more important for brands."
The 2022 top talent report placed podcaster and TV personality Hamish Blake as Australia’s number 1 broadcast personality as voted by consumers, while Australia’s greatest showman, Hugh Jackman topped the overall list of celebrities.
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