The headlines have been telling the story loud and clear: Marks & Spencer are in crisis mode. Online orders suspended, shelves left sparse, customer data compromised, and a looming £300 million hit to profits – with no resolution yet in sight.
It’s a huge spanner in the works for what had been a successful year for the FTSE 100 company. Announcing its full-year results at the end of March, M&S reported a 22 per cent increase in pre-tax profits (the highest in over 15 years) – signalling strong momentum as the brand successfully pivots towards the wardrobes and palettes of younger generations.
Consecutively crowned the UK’s top brand, M&S has long prided itself on being the nation’s most trusted retailer. But beyond the somewhat sweet Colin vs Cuthbert drama, the recent cyberattack has left a distinctly sour note, raising serious questions about whether the beloved brand may have lost a slice of its hard-earned trust.
In 2025, no brand is truly bulletproof when it comes to cyber-attacks, as recent events have clearly demonstrated. Yet, while the threat itself may be unavoidable, what can be controlled is how a brand communicates in the face of crisis. A well-executed communications strategy can make all the difference in safeguarding reputation and maintaining public trust.
So, what did M&S get right – and what can others learn from their approach?
Early communication to reassure your audience
In a crisis, time is critical, and silence can be damaging. When a cyber-attack occurs, the instinct may be to pause and perfect a response. But in today’s fast-moving digital world, information – accurate or not – spreads quickly, and delays create a vacuum filled by speculation and anxiety.
M&S understood this. They responded quickly and, crucially, with authenticity. Rather than releasing a generic corporate statement, chief executive Stuart Machin emailed customers directly – addressing them by name and signing off simply as “Stuart.” It was a small but powerful gesture that made the message feel personal, sincere and grounded in the brand’s customer-first values.
This human approach helped build trust at a vulnerable moment. M&S didn’t retreat – they stepped forward with empathy. They made it clear that, behind the logo, is a brand powered by people who care deeply about doing right by their customers.
Offering updates and clear, actionable steps
Today, customers expect consistent updates from brands they trust. However, it’s important to manage expectations carefully, as overpromising can damage credibility.
M&S has been upfront from the start, choosing not to give a definite date for when things will return to normal. Recognising the uncertainty, they’ve decided to focus on what they can control: delivering straightforward, timely information about the breach, how it affects customers, and what actions they should take. It’s not flashy or overcomplicated – just clear, concise communication designed for customers to easily understand and respond to.
Building trust is a marathon
At first glance, crisis communications may seem solely focused on managing the immediate fallout. But in reality, it extends far beyond quick damage control – it’s deeply rooted in the long-term trust a brand has cultivated over years of consistently delivering on its promises.
M&S’ apparent resilience is no accident. It’s a direct result of years spent investing in customer relationships and brand integrity. Brands without this foundation face a far steeper climb when a crisis strikes.
The key lesson? Building trust is a marathon, while crisis communications is the sprint finish that carries you across the line.
Just as no athlete would step onto the track unprepared, no brand should enter a crisis without a foundation of preparation. It’s the consistent, ongoing efforts to build and protect your brand reputation that will ensure you come back stronger.
As M&S navigates this ongoing crisis, it remains to be seen whether their sprint finish is enough to maintain their place as a trusted leader of Britain’s pantries and wardrobes. But one thing’s for sure – the FOTH London office won’t stop munching on their delicious biscuits anytime soon.
Image: Rasmus Gundorff Saederup / Unsplash