How M&S built trust in a crisis

A simple email that proves transparency and empathy still win loyalty.

When it comes to brand trust, it is not just what you do. It is how you communicate when things go wrong that defines your reputation. The email from M&S Chief Executive Stuart Machin is a clear example of how a trusted brand handles a cyber incident with transparency, empathy and leadership. At a time where consumer loyalty is fragile and digital trust is a key competitive advantage, this message demonstrates how to earn and sustain that trust, even during a crisis.

1. Proactive transparency earns respect

The email does not wait for customers to notice that something is wrong. Instead, it gets ahead of the issue. This is essential when news, especially bad news, travels fast online.

Brands that acknowledge problems early set themselves apart. Rather than hiding behind legal language or vague corporate phrases, Stuart Machin communicates in a plain and respectful tone. He writes, “I’m writing to you to let you know…” which sets a personal and direct tone. It shows that M&S sees its customers as partners, not just purchasers.

2. Reassurance without minimising the issue

M&S successfully walks a fine line. It acknowledges a serious cyber incident while avoiding panic. Customers are reassured that stores, the website and the app are operating as normal. They are also told there is no need for action unless something changes.

Importantly, the email mentions potential minor disruptions such as Click and Collect delays but does not over-promise. This approach helps avoid the risk of eroding trust by offering guarantees that may not be met.

3. Empathy that feels authentic

The phrase “I am sincerely sorry if you experienced any inconvenience” goes beyond standard corporate politeness. It is meaningful because it follows a clear and honest explanation.

M&S demonstrates that it values how customers feel and puts the user experience first. Empathy like this is the foundation of long-term brand loyalty. It proves that the business sees beyond transactions and understands people.

4. Visibility of leadership

A named and signed message from the Chief Executive is rare but powerful. It reinforces accountability, leadership and transparency.

Customers want to know who is in charge and whether they care. By signing off with his name and title, Stuart puts his personal credibility on the line. That is an act of leadership that builds confidence and shows that the brand is aligned from the top down.

5. Gratitude and human connection

The email ends with sincere appreciation: “thank you for your continuous support.” This message is not just about resolving an issue. It is about strengthening the relationship.

It reminds customers that M&S sees them as valued individuals, not just data points in a system.

Key takeaway for business leaders

In a time shaped by confusion and digital fatigue, truth builds competitive advantage. Brands that communicate with clarity, courage and compassion will earn not only forgiveness during difficult times but also deeper customer loyalty.

Three questions to ask your business

• Do your crisis communications reflect your brand’s core values?

• Are your leaders visible and accountable when customers need reassurance?

• Would your customers describe your brand as trustworthy or transactional?

Trust is not given. It is proven, especially when things go wrong. M&S has just shown us how it should be done.

Interested to learn more?

If you want to increase your competitive advantage with effective communications, get in touch at hello@treatmarketing.co.uk.