In Australia
Ryobi: for DIY, apprentices or otherwise cheapskates. No shame in it. Best bang for buck if you don't wear them out and the best part is you're not going to be worried that someone will nick off with them. A lot of their range isn't brushless and these tools will let you down the moment you need to do something moderately demanding.
Milwaukee: has won the trades tool war. They have a huge range of tools and their customer service with regard to warranty replacement can't be beat. Tradies are very comforted that know that they can abuse the crap out of their tool and not be out of pocket.
Makita: my house. I consider more of a gentlemans tool even though many swear they are the most rugged things out there. I think their batteries are better than the competition in terms of overall cycles so long as they are not abused. Their carpentry tools are so so buttery to use. Wish they had a bigger tool range.
Bosch: Not as good as the above two but priced the same or higher. Limited tool range. Batteries are really not amazing. Sad to see but the only persons using these are really those who insist on buying only a german/european branded product.
Dewalt: Yellow is not as good as red or teal and is priced accordingly. Weird second best niche. Batteries kind of trash imo.
Ozito/Ferrex/etc: Chinesium. Bit of a roll of the dice. Some stuff may last but generally expect these tools to fail at some point even with light usage. Generally not fun/comfortable to use either.
An interesting read, but the solution of using our media to influence human behaviour into being pro-ecology ain't gonna work unless being sustainable is equally as profitable which it cannot be because sustainability is ultimately linked to less consumption of primary resources which is, contrarily, one of the biggest drivers for economic growth.
One thing the article highlights rightly is that all this focus on renewables should be secondary to humanity needing to simply consume less. It's a change we can make within a generation and would be far more impactful than any technological advances or deliberate population control.