In a world where no-shows cost time and money, many service-based businesses are turning to upfront deposits as a safeguard. Whether it’s £10 for a haircut or 50% down on a tattoo, booking fees have become a growing feature of the UK service economy. Instead of raising prices across the board, deposits offer a way to manage demand, reduce wasted time and maintain affordability for those who commit.

But more importantly, when used thoughtfully, booking deposits can protect the customer experience and reward loyalty.

So how do businesses use deposits not just to protect revenue—but to build trust, increase convenience, and keep loyal customers coming back?

Imagine this: you’re struggling with anxiety, debt, or a chronic health condition—yet you hesitate to contact your energy provider, fearing you won’t understand the jargon or that you’ll be treated insensitively.

You're not alone.

Research we conducted for the Vulnerability Registration Service (VRS) revealed that nearly a quarter of vulnerable individuals (24%) have avoided reaching out to brands altogether for fear they wouldn’t understand the information given to them. An additional 16% said the information provided by brands didn’t meet their needs while 28% have fallen into debt because of a vulnerability.

These figures aren’t marginal. They’re symptoms of a deeper issue: a customer experience ecosystem that inadvertently excludes those who need support the most.

Before running our latest survey, we expected to hear a wave of cynicism — that people were tired of brands trying to insert themselves into viral moments, especially those as chaotic and controversial as the Coldplay concert incident. We assumed the public might be fatigued by forced trend-chasing.

But what we found was more nuanced—and more optimistic.

While not everyone’s on board, a surprising number of people are open to brands engaging with viral trends—so long as it feels authentic, on-brand and done with purpose.

After months of economic anxiety and cost-of-living pressures, UK consumers are finally feeling a little lighter – and the numbers back it up. Our latest results of our ongoing tracking shows optimism rising sharply in June, with 2 in 5 people (42%) scoring their outlook between 8–10 out of 10. Even more telling, the number of consumers giving a ‘perfect 10’ has doubled from May to June (from 8% to 15%).

And why does that matter? Because how we feel changes what we do. In particular – how, when and where we spend.

As the UK faces yet another summer of heatwaves, brands must recognise that extreme heat is becoming a regular feature of UK life – and adapt quickly to this new climate reality. Beyond the physical discomfort, rising heat is reshaping how consumers shop, and what they’re saving money for. And according to new survey insights from The Harris Poll UK, a Stagwell Company, it’s clear the public want support and are expecting brands to step up.

As we approached the midpoint of 2025, we asked consumers to take a moment to reflect on the goals they set at the start of the year. For many, this reflection comes with mixed feelings. 

Our research reveals that 50% of UK consumers are not on track with their 2025 goals, with women significantly more likely than men to feel they’re falling behind. The most common obstacles credited with getting in the way of progress are a familiar trio.

Customer expectations have changed when it comes to home deliveries, and smart brands are delivering more to cater for the increasingly complex logistics in their customers lives. 

Half of UK consumers say that real-time, accurate delivery updates are more important to them now than before the pandemic, and perhaps surprisingly this is significantly higher amongst those with a hybrid working arrangement. Maru have undertaken research to better understand what’s driving this change, and to identify the make-or-break experiences within this crucial touchpoint. 

As Marks and Spencer continue to suffer through one of the worst cases of cyber disruption in recent memory, all eyes are on their response and whether the fallout from the attack will continue to hit their bottom line in the long term. 

We wanted to see just how much of an effect a cyber-incident of this scale can have on an organisation, even one as established and reputable as M&S – and whether a brand’s reputation can actually help them to better survive an attack of this kind. 

Read the results of our snap polling below.