Introducing the inaugural Believability Index

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In an era of fake news, rising inequality, corporate scandals and institutional failure, brands, organisations and leaders are under greater scrutiny than ever before.

In these sometimes strange times, we are fascinated by what drives engagement and believability. We know that believing in people, brands and organisations makes it more likely that we’ll listen to them, work for them, defend them, buy from them or vote for them.

In March and April our parent agency opr partnered with a leading research agency to poll 1,400 Australians on perceptions of believability. In an election year, we wanted to understand how believability can influence successful and effective leadership. What does it take to capture the hearts and minds of Australians?

The findings are unexpected and intriguing.

Uncover the results:

About Parker & Partners

Parker & Partners is one of Australia's leading public affairs agencies, operating since 1998. We know the processes and nuances of government, policy-making and media. Please contact us for all your government relations needs at

Bridget Jung