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The importance of trust: 36% say they’ve boycotted a brand

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One in three shoppers have stopped buying a brand or from a business because they were uncomfortable with what they stood for, according to a new study out this week.

Shoppercentric’s WindowOn…Trust report questioned 1,048 UK shoppers aged 18 and above and found that while 74% wanted to feel good about the retailers they use, and 73% wanted their money to go to companies they trust, 46% were cynical shoppers, rating retailers and brands poorly in terms of how much they put consumer interests first.

More than a third (36%) said they had stopped buying a brand or using a company because they were uncomfortable with what it stood for. while 58% said they were likely to boycott again the future. Some 41% of boycotters were aged 55 and over, compared to 34% of those who had not boycotted a brand.

The study looked at the factors that annoy shoppers, and found 59% were annoyed by promotions that aren’t as good as they sound, 58% by brands that reduce size and quality but charge the same price, and 55% by retailers and brands whose changes affect shoppers in a negative way in order to make a profit.

“These days if shoppers don’t like what a retailer or brand says or

does, they can vote with their wallets because they have so many choices available to

them,” said Shoppercentric managing director Danielle Pinnington. “The individual irritations may seem relatively harmless in isolation, but these can create real frustration and annoyance among shoppers. To see a considerable proportion of shoppers giving such high annoyance points for so many factors should be a red flag to retailers and brands. When all else feels equal, such as price, range and accessibility, it can be the sense of connection, or not, that can lead a shopper to remain loyal to their usual brand/retailer. Or choose to go elsewhere if that connection isn’t there.”

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