Singaporeans are more likely to silently withdraw from brands rather than publicly criticise them, according to Ogilvy’s inaugural 2026 APAC Believability Index. The study, conducted with YouGov, found that 92% of Singapore consumers disengage quietly when they lose belief in a brand, with only 5.9% opting to post negative experiences on social media.
The report, unveiled at an event in Singapore, underscores a significant reputational blind spot for businesses. Whilst low complaint volumes might suggest customer satisfaction, the reality is that many consumers simply stop purchasing or switch to competitors. Richard Brett, President of PR & Influence at Ogilvy Asia Pacific, noted, “Believability has evolved from a PR challenge into a commercial imperative.”
Key findings from the report reveal that 42.1% of Singaporeans abandoned a brand in the past year due to unmet product or service promises, compared to 23.2% who left over poor business ethics. Additionally, 56.2% of respondents believe brands must actively correct mistakes to regain trust, outweighing the importance of public apologies.
The study also highlights generational differences in brand engagement. Millennials are the most commercially sensitive, with 68% ceasing engagement due to disbelief, whilst Baby Boomers rely more on institutional sources for credibility.
Ogilvy has responded by launching a Believability Diagnostic Tool to help businesses identify gaps between brand promises and customer experiences, aiming to address silent disengagement before it impacts performance.
