Nearly half of APAC consumers stop buying after losing belief in a brand, report finds

Singapore – Nearly half (48%) of consumers across Asia-Pacific stop purchasing from a brand after losing belief in it, according to a new study from Ogilvy, highlighting the commercial impact of declining consumer trust in an increasingly complex information landscape.

The inaugural 2026 APAC Believability Index: The Power of Proof, conducted in partnership with YouGov, surveyed 7,176 respondents across Australia, Indonesia, Singapore, Malaysia, the Philippines, Hong Kong SAR, and Mainland China to examine how consumers determine what—and who—to believe.

Among the report’s key findings is that brands are more likely to lose customers through quiet withdrawal than public criticism. 

While 93% of respondents said they would silently disengage after losing belief in a brand or organization, only 55% said they would voice their dissatisfaction publicly, and just 10% would post about a negative experience on social media.

The research also found that consumers place greater importance on brands delivering their core promises than on their stated values or purpose. 

Around 42% of respondents said they had stopped engaging with an organization because its products or services failed to meet expectations, compared with 29% who cited poor business ethics as the reason.

Consumer expectations also vary across the region. 

According to the study, respondents in Singapore and Malaysia tend to place greater trust in institutional authority and official sources, while consumers in Australia and the Philippines rely more heavily on peer recommendations and lived experiences when evaluating credibility.

Despite the consequences of losing consumer belief, the report suggests that trust can be rebuilt. 

Eighty-five percent of respondents said organizations can regain their confidence, although more than half (57%) believe fixing the underlying issue is more important than issuing an apology.

Richard Brett, President of Ogilvy PR APAC, said the findings reflect a shift in how reputation affects business performance.

“As AI slop and synthetic content reshape the communications landscape, believability has evolved from a PR challenge into a commercial imperative. Traditional reputation metrics no longer tell the full story because the greatest risks are now invisible. The true cost of lost belief is measured in lost revenue, rather than negative headlines.”

Alongside the report, Ogilvy introduced its Believability Diagnostic Tool, an AI-powered platform designed to help organizations assess the gap between brand promises and customer experiences. 

Built within WPP Open, the tool combines Ogilvy’s proprietary believability data with behavioral science models to help organizations identify reputational risks and anticipate customer churn before it affects business performance.

The report positions believability as an increasingly important measure of brand resilience, suggesting that consistent delivery of products and services—and not just messaging—has become a critical factor in maintaining consumer confidence across the Asia-Pacific region.