‘The Answer You Can Trust’ - Which? launches new brand positioning

Launching on 19 October, the new positioning comes as consumers face an increasingly difficult landscape, from the rapid integration of generative AI into shopping journeys to widespread fake reviews and paid for advertising disguised as social media content. Recent research reveals that 42% of UK consumers distrust AI information and recommendations (YouGov survey, Dec 2025). 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 (Which? Consumer Insight Tracker, Feb 2026).

Building on Which?’s legacy of independence, rigorous expert testing and not-for-profit status, ‘The answer you can trust’ brings these values to life, strengthening our role as a modern, progressive beacon of trust for consumers and businesses alike. 

It’s more important than ever for good businesses to build trust with their customers. And at a time when trust is increasingly difficult to establish, working with Which? acts as a mark of integrity, reinforcing customer confidence when it matters most.

To introduce the new positioning, Which? is launching a major integrated winter advertising campaign, running through to Christmas. The campaign will reach consumers during key decision-making moments including Black Friday and the festive preparation period.

The media plan spans high-impact out-of-home activity across London, Manchester and Birmingham, alongside linear radio, digital audio and podcast host reads. It will also be supported by social media activity across YouTube, Meta, and Reddit.

From cutting through the hype around viral health and wellbeing products, to helping consumers find genuine value during Black Friday, the campaign positions Which? as an antidote to modern misinformation and a definitive source of trusted information. 

To find out more about how being endorsed by Which? can help build your credibility and strengthen consumer trust in your business, fill out the form and a member of the team will be in touch.