The Power in You

Which? is unveiling its new brand platform, ‘The Power in You’, to empower consumers to take control, challenge unfair practices and make confident choices.
Launching on 28 October, the new brand positioning and advertising campaign will amplify the not-for-profit organisation’s purpose-driven role in society. It shines a light on the lesser-known ways Which? empowers people to navigate today’s challenging consumer landscape and make better choices.
Which? sees that today’s consumers are feeling increasingly powerless and unsure who to trust. The consumer champion’s research reveals 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.
While Which? is widely known for its independent product reviews, its broader work in advocating and campaigning for better standards and providing practical advice to help consumers understand their rights is less well recognised. ‘The Power in You’ builds on Which?’s legacy as the UK’s consumer champion, highlighting its role in making life simpler, fairer, and safer, while inspiring consumers to realise they have more power than they think.
Which? is launching a multichannel campaign to promote its new brand platform, spanning TV, social, radio and digital. Created in collaboration with independent creative agency Neverland and media partners Goodstuff and Brainlabs, this campaign will act as a powerful call to action for UK consumers to recognise their rights, demand better and make more confident choices.
The advertising campaign launches with a 30-second TV spot titled ‘The Quiet Riot’, airing exclusively on Channel 4 from Tuesday 28 October. Directed by Angelo Cerisara and narrated by actor Paul Ready, the ad depicts UK consumers, quintessentially known for not wanting to create a fuss, disrupting the status quo and standing up against bad business practices. Depicted with subtle humour and an empowering payoff, it is relatable and inspiring for every consumer.
Which? will also be utilising its social platforms to connect with consumers. The iconic Which? question mark will be brought to life on social media, using it to ask the questions no one else will, call out malpractice, identify issues, and demonstrate how people can take action.
From calling out dodgy product claims and navigating poor customer service to standing up to the ‘big guys’ against rip-offs and misinformation, this new platform showcases a clear message that consumers have more power than they think. Which? puts people over profit, helping consumers unlock this power and supporting them every step of the way.
Kat Chinnock, Which? Head of Brand, said:
"Being a consumer has become too hard. Misinformation is rife, it’s not always clear who to trust, and standards are slipping as many companies put profit over people.
“The Power in You’ is a call to action for consumers in need - remember, you always have a choice: so, stand up, speak up and get what you deserve!"
Jon Forsyth, CCO and co-founder of Neverland:
"Consumers, put your capes on, Which? is giving you the power to fly."