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Singapore Consumers Quietly Abandon Brands After Losing Trust
Most Singapore consumers who lose trust in a brand choose to silently disengage rather than complain publicly, posing a hidden reputational risk for companies.
A new study reveals that 92% of Singapore consumers silently stop engaging with a brand when they lose belief in it, according to the Ogilvy APAC 2026 Believability Index: The Power of Proof. The report highlights that Singaporeans tend to quietly leave brands rather than openly cancel them.
More than half (54.4%) of consumers stop purchasing a brand's products or services after losing trust, while 33.5% switch to a competitor they find more believable. The top reason for walking away is failure to deliver on promises.
"The most dangerous reputation risk in Singapore may be the one brands cannot see," the report cautioned. This silent disengagement means brands may not receive direct feedback and could lose customers without warning.
The findings underscore the importance of maintaining consumer trust and delivering on brand promises in the Singapore market, where public complaints are rare but silent defection is common.