UK Uncut fails to dent brand perception

Consumers’ perception of brands dubbed “tax dodgers” and targeted in demonstrations by protest group UK Uncut at the weekend does not appear to have changed, according to YouGov data.


UK Uncut is targeting companies including Boots, Vodafone and Tesco, which it claims avoid paying tax in the UK. The companies deny the accusations, which have been called “simplistic” and “misleading”.

The group has also attacked Topshop and Bhs, which are part of Sir Philip Green’s Arcadia group. It has previously forced temporary closures at Topshop and Vodafone’s flagship Oxford Street stores.

UK Uncut protest activity began in October but has so far failed to alter consumer perceptions, according to YouGov’s Brand Index, which measures brand reputation and positive or negative “buzz” about a brand.

None of the fluctuations registered by Boots, Tesco, Vodafone, Bhs and TopShop correspond with any of the high profile protests and none of the brands have seen their scores drop significantly in the period.

Boots, Topshop and Tesco have all seen their reputation score increase since the protests at the weekend.

Ben Glanville, associate director of YouGov Products, says: “The UK Uncut activity isn’t coming through into the public consciousness. It may be the case that their protests are not garnering enough attention to have any significant effect on the UK population.”

Requests for comment from UK Uncut were not returned before publishing.

Read Russell Parsons’ opinion on UK Uncut here

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