How brands can rebuild trust with UK consumers after losing it

Key findings:

• Two-fifths (40%) of UK adults say unfair treatment of customers caused them to lose trust in a brand.
• Two-thirds (66%) of respondents boycott brands that lose their trust.
• Nearly a fifth (18%) say internal reforms such as policy changes or better oversight are the best way to restore trust, while younger consumers are especially likely to demand structural change (36% of 18-24-year-olds).

A Sanex shower gel ad was recently banned in the UK for implying that Black skin is a “problem”. Astronomer CEO was recently caught in a scandal at a Coldplay concert. Meanwhile, Lloyds Banking Group had one of its ads pulled for misleading consumers about their social housing contribution. Against this backdrop, a YouGov Surveys: Serviced poll asked UK adults what has caused them to lose trust in a company or brand in the past, how they responded and what can brands do to regain their trust.

How many have ever lost trust in a brand? Women appear to be slightly more trusting, with 24% saying they have never lost trust in a company or brand compared to 17% of men. Overall, 21% of UK adults report never having lost trust in a brand.

The most common reason for losing trust in a company is unfair treatment of customers (40%). Close behind is unethical business practices (35%) and companies ignoring or refusing to address customer complaints (31%).

Nearly three in ten say that health and safety risks (29%) and misleading advertising (28%) made them lose trust, suggesting that both product integrity and truthful communication remain core to brand credibility.

Younger adults are more likely to react strongly to ethical and safety issues. Among 18-24-year-olds, 47% cite unethical practices and 40% point to safety risks as causes for losing trust.

Sudden price increase without explanation is also a factor for 30% overall, with men (34%) more likely than women (27%) to report this as a trigger. Meanwhile, 24% say environmental harm led them to lose trust — more common among younger respondents (34% of those aged 18-24 vs. 18% of 55+).

Roughly 17% of UK adults say they were upset when a product they relied on was discontinued, and 21% report that a brand leader’s public scandal led to a loss of trust.

What did consumers do in response?

Among those who did lose trust in a company, two-thirds (66%) say they stopped buying from the brand entirely. This behaviour is consistent across genders and age groups, though slightly less common among 18-24-year-olds (58%).

Beyond boycotting, nearly half (45%) of respondents say they shared the news with friends or family. This word-of-mouth response was more common among women (48%) than men (41%). Roughly 29% followed media coverage or kept a close eye on the company’s response.

Other forms of action included direct complaints to the company (23%) and posting on social media (11%). Social media complaints are more common among men (15%) and those aged 35-44 (17%).

Can trust be restored?

When asked what would most help restore their trust in a company, 18% of UK adults point to internal reforms such as policy changes, better oversight, or improvements in cultural sensitivity. Another 17% say open and transparent communication would be most effective.

While 7% would be swayed by a public apology, 12% want to see the problematic product or practice removed entirely. Disciplinary action against those responsible appeals to 8%, while just 5% support a positive new campaign or communication as a solution.

Among younger consumers, there is a stronger preference for structural change: 36% of 18-24-year-olds say internal reforms are the best path to regaining their trust, significantly higher than other age groups.

Still, not all consumers are willing to give brands a second chance. One in five (21%) say that after certain incidents, they would never trust the company again. That sentiment is more common among older consumers — rising to 27% of those aged 55 and over.

Methodology: YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online between 17-18 September 2025, with a nationally representative sample of 2,062 adults (aged 18+ years) in the United Kingdom, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in United Kingdom (18 years or older) and reflect the latest ONS population estimates.

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