The Power in You – Which? empowers consumers with new brand platform

Which? has launched a bold, new brand platform: The Power In You. We wanted to remind consumers they have more power than they think in how they act, choose and buy.

It comes after our research revealed that six in ten (60%) people feel it is hard to trust the information and advice available when choosing products and services, while over half (55%) think that the quality of products and services seems to be getting worse (Basis survey, June 2025, UK nat rep, 2,036 UK adults).

Building on Which?’s legacy as the UK’s consumer champion, The Power in You highlights our ongoing role in making life simpler, fairer and safer for everyone.

With some brands and businesses putting profit over people and prioritising short-term gains, consumers are struggling to find trustworthy information to make the right choices. It’s more important than ever for good businesses to work closely with their customers and build trust with them. Find out how working with Which? can help make your business the confident choice for customers.

The advertising campaign launched on Channel 4 on Tuesday 28 October and showcases Which?’s work in advocating and campaigning for better standards, providing helpful content and advice, and helping consumers understand their rights and make informed decisions.

Created in collaboration with independent creative agency Neverland, this campaign will act as a powerful call to action for UK consumers to recognise their rights, demand better and make more confident choices.

If you haven’t seen it on TV already you can watch The Power In You advert here and see how Which? is championing consumer confidence and trust across the UK.

To find out more about how being endorsed by Which? helps you make your business the confident choice, trusted and independently verified, fill out the formand a member of the team will be in touch.