How Winning Brands Build Advantage in 2026: Authenticity
As we begin 2026, one thing is already clear: organisations will continue to operate in a polycrisis as technological disruption, economic uncertainty and reputational risk collide. AI is reshaping experiences at speed, crises are unfolding in real time, and consumers are navigating a world that feels increasingly uncertain. In this environment, the brands and organisations that perform best are not those chasing every new tool or trend, but those with a clear sense of who they are.
A distinct signal can be seen in the data from our 2025 UK Reputation Index. Companies that are grounded in a clear sense of who they are will be better equipped to adapt, recover and lead amid change or uncertainty. Authenticity is not a positioning statement. It is the discipline of acting consistently, especially when conditions are challenging.
Authenticity provides clarity. It enables organisations to make confident decisions rather than reactive ones, and it helps consumers understand what a company stands for even as the world around it shifts.
When everything is in flux, brand clarity matters
Our 2025 UK Reputation Index shows that the highest-performing companies share a defining characteristic. They have lived their values authentically and consistently over time.
That long-term commitment pays off. When a company’s identity is clearly understood and demonstrated, it creates alignment across employees, consumers and investors. Over time, that shared belief builds trust, commitment and credibility, giving organisations licence to lead their category rather than simply compete within it.
In periods of disruption, this clarity becomes a powerful differentiator. Brands that are aligned internally and trusted externally are better positioned to set the agenda, shape expectations and maintain relevance as conditions change.
Patagonia illustrates this clearly. As one of the top three companies in our 2025 UK Reputation Index, Patagonia has redefined what leadership on sustainability looks like. What motivates the organisation is obvious, credible and long-standing, earning trust and moral authority rather than fleeting approval.
The LEGO Group offers a different but equally powerful example. Its long-held belief in the positive impact of imaginative play continues to resonate across generations. That stable sense of self has allowed a traditional product to remain relevant in a rapidly changing cultural context.
Technology may scale, but human connection still differentiates
Our 2025 Customer Experience Index highlights an important balancing act for companies embracing AI-led transformation. Consumers value speed, efficiency and convenience, but there are moments when they actively want human understanding and judgement.
The strongest companies do not treat this as an either-or decision. Instead, they are deliberate about where technology enhances the experience and where human interaction is essential to delivering trust and reassurance.
LUSH has demonstrated the enduring power of physical, sensory experiences by creating immersive retail environments that cannot be replicated digitally. These moments reinforce what the company stands for and deepen emotional connection.
Octopus Energy applies the same principle in a very different sector. By leading with people-first behaviours and clear communication, it has built trust in an industry often associated with complexity and frustration. Its use of technology is shaped by its values, not driven by novelty.
The key distinction is intent. When technology is deployed in service of a clear organisational identity, it strengthens experience rather than diluting it. Beware of outsourcing empathy to machines. Companies that understand which touchpoints demand a human-first approach will be better placed to create authentic connections that differentiate them in the future.
In a crisis, company truth becomes visible
The events of 2025 were a reminder of how quickly reputations can be tested. High-profile cyber-attacks affected major organisations across retail, automotive and aviation, creating uncertainty for customers, employees and investors alike.
We tracked Marks & Spencer through what became the most significant crisis in its 140-year history. Prior to the cyber incident, M&S ranked fifth in our 2025 UK Reputation Index. By July 2025, following the public disclosure of the data breach, it had fallen to 51st.
However, the data also revealed resilience. Despite the overall decline, M&S experienced the least damage in the area it most clearly owns: quality products and services. This demonstrates the value of reputational credit built over time.
By leaning into this established strength, M&S was able to change the tone of the conversation. The launch of the strawberry sandwich in July 2025 sparked widespread engagement and helped move sentiment away from the crisis towards something familiar, credible and distinctly M&S.
Moments of pressure expose what a company truly stands for. Companies that understand their authentic strengths are able to lean on them in a crisis. That clarity provides permission to shift the narrative, maintain trust and find a credible route forward, even when scrutiny is intense.
Authenticity is not a safety net. It is a strategic asset.
Across both the 2025 UK Customer Experience and Reputation Indexes, the conclusion is consistent. Companies that know who they are, behave in line with that identity and remain credible over time are more resilient. They adapt more confidently to technological change, maintain trust through uncertainty and respond more effectively when challenged.
Live your brand truth. Protect your credibility. Do that, and your organisation will be better prepared to face change, crisis and whatever external pressures come next.
Want to understand how your organisation is really showing up?
If you want to explore how clearly your identity is landing with consumers, and how it is shaping experience, trust and long-term resilience, we would love to talk. Get in touch with us to find out how our 2025 UK Customer Experience and 2025 UK Reputation Index can help you look around the corner and prepare for what lies ahead.