Consumer organisation Which? is aiming to empower consumers to cut through the noise, combat misinformation, and make confident decisions they can feel good about through a new brand positioning and a multi-channel ad campaign.
“The Answer You Can Trust” has been developed in collaboration with WhyProjects and Neverland but comes just 12 months after the organisation unveiled a different refreshed brand positioning and advertising campaign under the strapline “The Power in You”.
This time, the activity is designed to build on Which?’s legacy of independence, expert testing, and a not-for-profit status that it claims always puts consumers first.
The organisation’s experts independently test the products and services they review, brands cannot pay for recommendations, and all profits are reinvested into its consumer testing, research and advocacy work.
The campaign taps into the ever changing retail landscape. Between the rapid integration of generative AI into shopping journeys, widespread fake reviews, and paid for advertising disguised as social media content, it is claimed consumers can struggle to know what is genuine.
Recent YouGov research revealed that 42% of UK consumers distrust AI information and recommendations. This crisis of trust is compounded by the ongoing cost of living crisis and low consumer confidence, leading 82% of people to feel that they are paying more but getting less, according to Which?.
The refreshed brand will launch with a bold, text-led out-of-home campaign across city centres and digital escalator panels, alongside radio, social and content featuring Which? experts. Further activity will roll out through October and November, including Black Friday and seasonal content, as well as podcast partnerships with Dan Snow’s History Hit and Giovanna Fletcher’s Happy Mum, Happy Baby.
The campaign aims to bring the breadth of Which?’s work and the products it tests into the spotlight. It reflects a more modern Which? that helps consumers make decisions across everyday life, from choosing the best robot vacuum to figuring out whether LED face masks can actually make you glow.
Which? chief marketing officer Katy Lomax said: “Today, consumers are expected to navigate more choices, more noise and more misinformation than ever before. From fake reviews and hidden influence to AI-generated content, it can be difficult to know what’s genuine and what’s not.
“That’s why trusted, independent advice matters more than ever. ‘The answer you can trust’ captures the role Which? plays in people’s lives. We cut through the noise with rigorous testing, expert analysis and impartial advice, helping consumers feel good about the decisions they make.”
Neverland co-founder and chief creative officer Jon Forsyth added: “In a world of chancers, fakers and over-claimers, never have we needed Which? more.”
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