'The Power In You' - why trust matters more than ever

Which? has launched a bold, new brand platform, The Power In You. The campaign stands for making people realise the power they have as consumers, in how they act, choose and buy. Building on Which?’s legacy as the UK’s consumer champion, it highlights our ongoing role in making life simpler, fairer and safer for everyone. With some brands and businesses putting profit over people and prioritising short-term gains, consumers are struggling to find trustworthy information to make the right choices. Our campaign showcases Which?’s work in advocating and campaigning for better standards, providing helpful content and advice, and helping consumers understand their rights and make informed decisions.

What this means for you as a tradesperson

For you as a professional tradesperson, this message is especially relevant. It reflects what your customers are feeling right now, a growing need to find people they can rely on and feel confident about inviting into their homes. That’s why Which? empowers you to make your business the confident choice, giving customers the assurance they need and setting you apart from competitors. When they see the Which? Trusted Trader logo, they know your business has been checked, assessed and endorsed by Which?. That seal of approval helps customers make confident decisions at a time when trust is in short supply.

“The more we highlight the challenges consumers face in knowing who to trust, the stronger the value of the Trusted Trader endorsement becomes,” says Amy Mitchell, Head of Home Improvement at Which? “It reminds customers what the logo stands for and recognises the effort our traders put in to deliver great service and maintain high standards.” 

Where you can see the campaign 

As The Power In You campaign reaches audiences through TV, online and social media, it will remind people that they have the power to choose wisely. For Trusted Traders, it reinforces what sets you apart: a commitment to quality, fairness and putting customers first.

If you haven’t seen it on TV already you can watch The Power In You advert here and see how Which? is championing consumer confidence and trust across the UK. For businesses like yours, it’s also a reminder that being endorsed helps you make your business the confident choice, trusted and independently verified.

Become a Trusted Trader

When customers see you displaying our logo, they'll know you're a trader they can trust

Find out more