Trying to find out about anything is increasingly hard in today’s online world, bedevilled by the rapid integration of generative AI into shopping journeys, widespread fake reviews, and paid for advertising disguised as social media content. Recent research cited cited by the UK’s venerable consumer champion Which? shows 42% of UK consumers distrust AI information and recommendations.
This is is compounded by the ongoing cost of living crisis, currently sparking protests all over Europe, and low consumer confidence, leading 82% of people to feel that they are paying more but getting less.
Which? therefore is launching a big new multichannel campaign from WhyProjects and agency Neverland aiming to become the ‘The answer you can trust’ in an era of misinformation.
Which?’ has a legacy of fierce independence, rigorous expert testing, and a not-for-profit status. It independently test products and services they review (brands cannot pay for recommendations) and all profits are reinvested into its consumer testing, research and advocacy work.
CMO Katy Lomax says: “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.”
Jon Forsyth, co-founder and CCO at Neverland, says: “In a world of chancers, fakers and over-claimers, we have never needed Which? more.”
A timely reminder. MAA creative scale: 7.
