When Silence Speaks Louder Than Words

Issue #10

Lessons in trust, transparency, and timing.

From the UK’s DES apology to Havas’ reputational challenge, this week reminds us that staying silent, or reacting too late, can cost trust, credibility, and brand value. Whether it’s government missteps, ethical scrutiny in business, or evolving consumer expectations during global events like Singles Day, the key takeaway is clear: proactive, empathetic, and transparent communication isn’t optional — it’s essential.

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Saying Nothing Costs Everything

Lessons from the DES scandal

This week, the UK government publicly apologised to victims of the decades-old DES pregnancy drug scandal after an ITV investigation highlighted the harm caused by the drug and years of institutional silence. Health Secretary Wes Streeting admitted, “the state got this wrong,” acknowledging long-standing failings.

Communication takeaways:

• Handled well: The apology and acknowledgement signal accountability and transparency, which are crucial for rebuilding trust. Public recognition of harm, especially after decades of silence, demonstrates responsiveness.

  
  

• Could be better: The delay in communication and lack of proactive engagement with victims amplified mistrust. Messaging felt reactive rather than strategic, and opportunities to lead with empathy and clarity were missed.

• Lessons for business:

  • Be proactive: Don’t wait for external pressure to address issues.

  • Communicate with empathy: Acknowledge impact before defending actions.

  • Transparency builds credibility: Share facts clearly and consistently.

  • Follow up: A statement is not enough; ongoing dialogue and remedial action matter.

In short: silence may protect reputations short-term, but clear, timely, and empathetic communication is essential for long-term trust — in government, and in business.

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Brand Backlash

Havas faces reputational challenge

Global agency Havas has recently disclosed that taking on a client in the fossil-fuel sector resulted in “significant negative publicity and corresponding reputational harm.” The announcement underscores the rising expectations placed on agencies and brands to demonstrate ethical alignment, particularly around environmental, social, and governance considerations.

While transparency in acknowledging the issue was commendable, the episode also illustrates the limits of reactive communication. A more proactive narrative — explaining the rationale behind the partnership, addressing ethical considerations, and engaging with critics — could have helped shape public perception rather than leaving it to speculation.

For business leaders, the lesson is clear: reputational risk is no longer peripheral. Partnerships should reflect a company’s values, and communication must be strategic, timely, and credible. Transparency alone is insufficient; context, thoughtful explanation, and visible action are what sustain trust in today’s discerning market.

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Singles Day 2025

Lessons for global brands

This year’s Singles Day in China, the world’s biggest e-commerce festival, has shown that even established marketing spectacles are not immune to consumer fatigue. Analysts report “muted sentiment” as shoppers grow cautious and livestream shopping loses novelty.

For British, European or American brands, the lesson is clear: relying solely on discounts or influencer hype no longer guarantees success. Those adapting are shifting focus from short-term spikes to longer-term brand building, emphasising authenticity, local relevance, and consistent engagement over one-off promotions.

Key takeaways for your business:

• Use major events as touchpoints, not the whole strategy.

• Localise campaigns meaningfully; don’t assume one-size-fits-all.

• Balance hype with substance: trust and experience matter as much as price.

You can read more about these trends via The Times: UK brands find China’s Singles Day no longer makes ‘a quick buck’

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Collaboration Corner

Apple x Issey Miyake: the accessory worth noting

For those who consider technology part of a carefully curated wardrobe, Apple and Issey Miyake have unveiled a collaboration that marries design with utility. The iPhone Pocket — a 3D-knitted, tube-shaped pouch inspired by Issey Miyake’s signature pleats — elevates the humble phone case into a considered object.

Available from the 14th of November in a selection of colours and two strap lengths, it’s a piece that’s both functional and elegant. This partnership reflects a growing trend: technology as an extension of personal style. For collectors of fine design, the iPhone Pocket is a subtle but telling statement — a rare intersection of innovation and Japanese craftsmanship.

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Let’s Connect

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Until next time,

Daniel

Brand Consultant | Content Editor | Digital Developer

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