Based on research with 1,003 Australians, the report reveals that the biggest reputation risk for brands and organisations may not look like a crisis at all. It happens without anyone saying a word.
When Australians lose belief in a brand or organisation, 92 per cent silently disengage. They stop purchasing, switch to competitors, avoid the brand, or carry doubt into the wider category, often without making their dissatisfaction public. Only 6 per cent will ever post about a negative experience with a brand or organisation on social media.
The report also shows what makes Australia distinct. In a market shaped by scepticism and a demand for proof, 54 per cent of Australians say people with lived experience are their most believable source, higher than any comparable market in the region.
The report examines the new rules of Australian believability, including why silent disengagement is a commercial risk, why competence comes before purpose, how different generations favour different sources, and why repairing belief requires action and accountability together.
Diagnose your Believability Gap
Ogilvy PR works with brands, leaders and organisations to understand where public promises may be stretching beyond customer reality.
Our Believability research helps identify the gaps between what organisations say, what audiences experience, and what consumers need to believe before they act.
Through our Believability Diagnostic Tool, we help organisations assess reputational risk, strengthen proof points, build market specific communications strategies, and develop action focused responses when belief is under pressure.
Contact us for a one-on-one briefing.