Cyber Crisis Response Drives Loyalty, Say 74% of Public
New polling from 5654 & Company reveals how the public judges businesses after a cyber-attack and how companies must act to maintain support.
Corporate Affairs Consultancy 5654 & Company has published new research into what the public expects from businesses when they suffer a cyber-attack, showing that while people recognise cyber security incidents are now an unavoidable reality, the way companies respond is critical to the future trust and loyalty of their stakeholders.
The research shows that 60% of people believe a business they know or use is likely, very likely, or will definitely suffer an attack in the next 12 months. Around a third (32%) of respondents say they have already been impacted by a cyber-attack on a business in the past. Among this group, almost half (46%) experienced disruption to essential online or physical services.
Despite this heightened risk, the public is broadly understanding. 61% of people say they feel sympathetic towards businesses hit by a cyber-attack, though sympathy declines as business size increases. Crucially, this goodwill is fragile:
Nearly three quarters (74%) say a company’s response to a cyber-attack will influence how they think about and behave towards that business in the future.
Financial services and technology companies have the most to lose after an attack, with respondents being twice as likely (on average) to consider cutting ties with businesses in these sectors compared to others.
More than half (51%) say setting out future protections, as well as dealing with the immediate incident, is one of the most important elements of an effective response.
Ben Thornton, Founder & CEO of 5654 & Company, said:
“For business leaders, the real test in a cyber crisis is reputational. How a company communicates under pressure, whether it shows control, clarity and empathy, is what reassures stakeholders and sustains support. Those organisations that have a well-informed and clear response plan are far better placed to retain confidence, trust and ultimately support when an attack happens.”
Emily Canfor-Dumas, Corporate Communications Director at 5654 & Company, said:
“People don’t expect perfection after a cyber-attack, but our research shows that they do expect transparency, speed and reassurance. We work with clients to assess their current approach, pinpoint any gaps and put in place processes and materials so they’re as prepared as possible. When a live incident happens, we work alongside their teams, helping them communicate quickly and clearly with all stakeholders and the media so they can protect their reputation.”
According to the National Cyber Security Centre (NCSC), the UK is experiencing around four nationally significant cyber-attacks every week, with nearly half considered to be of national importance. Recent incidents at major UK companies, including Jaguar Land Rover and Marks & Spencer, have demonstrated how quickly a cyber breach can escalate into a commercial and reputational crisis. As public expectations rise, companies can no longer afford to treat cyber-incident communication as anything other than a core reputational risk. Organisations that communicate with clarity, speed and empathy are the ones best placed not only to preserve trust, but in some cases to strengthen it in the aftermath of an attack.
5654 & Company helps organisations strengthen their cyber crisis communications so they can limit reputational damage, maintain trust and protect the relationships their businesses depend on.