The recent cyberattack on Marks & Spencer didn’t just disrupt orders or shake the stockroom. It rattled something far more valuable: trust.
Data was stolen — names, addresses, shopping histories. The online store went dark. Headlines blazed. But through the digital smoke, one thing remained remarkably intact: public affection.
Because let’s face it — this isn’t just any brand.
It’s M&S.
The M&S that gave us Christmas food ads worthy of Oscars. That elevated the humble Colin the Caterpillar to cult status. That somehow makes buying underpants feel like a trip to a spa.
And so far, their crisis comms game has matched the moment.
- The CEO fronted up, fast.
- Customer updates were calm, clear and credible.
- Payment details were safe.
- The messaging? On brand, on tone, reassuring.
It’s the comms equivalent of a lightly grilled sea bass with lemon and capers — served precisely when you need it most.
But let’s be honest. This is only act one.
Because reputations aren’t protected by what happens in a crisis, but by what follows after. The next few weeks — how they fix it, how they talk about it, how they reassure us — will matter more than the first press release.
And while consumer loyalty for M&S is strong, emotional capital can erode quietly. One missed update. One sniff of a cover-up. One tone-deaf campaign — and even the nation’s sweetheart can find itself on the naughty step.
So far though? Solid. Secure. Sympathetic. Which, in crisis comms terms, is just as important as being secure at the firewall.