Knowledge Bank


Are all brands deserving of our money? Karmarama releases latest UOKUK? research


The number of UK consumers changing their shopping habits based on how ‘deserving’ they consider brands to be has substantially increased since last year, our ‘U OK UK?’ study has found.

The research carried out by Karmarama finds that shoppers are deeply concerned about the treatment of employees, suppliers and customers, as well as brands’ ability to respond quickly but sensitively to social needs and how closely what they say aligns with what they do.

As a result, online conversations around which brands deserve their money has increased by 60% compared to pre-Covid-19 levels, after more than tripling in the initial aftershock of the pandemic.

To read all of our reports, head over to


*We would like to communicate with you regarding the products and services of our Marketing & Creative brands, that may be of interest to you. As well as Marketing Week, these brands include Creative Review, Design Week and the Festival of Marketing. If you do NOT want to receive these marketing communications, please email You can update your details and marketing preferences at any time by visiting your My Account page.

  • Information about how we use your data.

    For details of we use the information you provide to us, please see our privacy policy

    Information about how we may share your data with the sponsor of this content. This content is being provided to you on behalf of our sponsor. By clicking 'Submit', we may make available your name, job title, company and email address to this sponsor. It is in our and our sponsors' legitimate business interests to share this data with the sponsor: it allows us to attract the most appropriate sponsor for the content and to facilitate business-to-business communication between our sponsor and you. Our sponsor may contact you about their products and services.

    Alternative means of accessing this content. If you would prefer not to have your data shared with our sponsor, please send a stamped addressed envelope to Marketing Week – Client Services, Floor M, 10 York Road, London SE1 7ND and we will send you a copy of the content. In this case we may still let the sponsor know what company you are from, but we will not provide your personal details.