Cybersecurity isn’t a tech issue – it’s a trust issue, say Jake Upfield, pictured, Head of Solutions Advisory at Cybit and Tim Collinson, founder of Starflare.
News headlines are increasingly dominated by stories of household brands falling victim to cybercrime. The latest high-profile case involves Jaguar Land Rover, where a ransomware-style supply chain attack halted production globally – resulting in an estimated £1.7 billion in lost revenue.
Earlier this year, M&S faced a similar crisis when attackers gained access via a third-party contractor. The incident led to daily losses of £3.8 million and wiped £700m off the company’s market value. These attacks are not isolated. Instead, they reflect a growing trend where cybercriminals exploit vulnerabilities in supply chains and human behaviour. Social engineering tactics, like phishing emails or impersonation, are increasingly used to bypass technical defences and gain access. Once inside, attackers can move laterally across the network, escalate privileges, deploy ransomware, or access sensitive data.
ANSecurity recently revealed that 43 per cent of UK businesses have experienced a breach in the past year. This figure is even more alarming for larger organisations with 70 per cent of medium-sized firms and 74pc of large enterprises being affected. These statistics underscore the urgent need for companies to not only strengthen their technical infrastructure, but also their employee awareness and third-party risk management.
Long-term impact of cybercrime
Cybersecurity is no longer just a tech issue – it is a matter of trust. And that trust is under threat on two fronts. First, many attacks exploit human vulnerabilities and a lack of shared responsibility across the organisation. Second, customers place their trust in businesses to safeguard their data.
While financial losses are immediate and measurable, the impact can often be felt over time. Regulatory scrutiny, legal action, and operational disruption are just the beginning. A breach can erode trust, leading to lost business, reputational damage, and wavering investor confidence. Internally, morale and culture can be affected, especially if employees feel exposed or unsupported. Restoring trust – both externally and internally – requires sustained effort, strategic communication, and significant resources over time.
Trust, reputation, and recovery
When a cyberattack occurs, the immediate priority is to contain the threat. But businesses must also act swiftly to acknowledge the incident, explain what happened and outline the steps being taken to protect their affected stakeholders. This communication should be timely, transparent, and humanised – acknowledging the emotional impact and offering direct support.
Whilst the first 72 hours are critical for shaping public perception, rebuilding trust requires more than a one-off statement. Brands need to engage in an ongoing dialogue by maintaining open lines of communication, regularly updating customers, and inviting feedback. This sustained engagement helps reassure customers that their concerns are being heard and that the organisation is taking meaningful action toward recovery.
Trust into brand strategy
UK businesses now face a cyberattack every 44 seconds, which is a 5% increase from last year. This is a stark reminder that cybersecurity is no longer just a defensive measure, but a strategic enabler. To stay resilient, businesses must embed cybersecurity into their core strategy. Those who integrate it across product development, customer service and digital initiatives will be better positioned to innovate securely and respond quickly to threats.
Aligning cybersecurity with customer experience is equally as important. Prioritising data protection and privacy is not just about compliance – it’s about trust. Brands that include security in their messaging, highlight certifications, and maintain transparent data practices can differentiate themselves in a crowded market. These efforts not only strengthen brand reputation but also enhance the overall customer experience.
Creating a culture of security awareness is also vital. Regular, role-specific training empowers employees to identify risks and better understand their role in protecting customer trust. When cybersecurity becomes part of the company culture, it transforms from a reactive function into a proactive driver of business value.
Cyber into a strategic advantage
The growing complexity and frequency of cyber attacks targeting UK businesses are a wake-up call. Incidents like those at Jaguar Land Rover and M&S demonstrate that the damage extends beyond financial loss – the true cost lies in the break-down of trust among customers, employees, and investors.
To navigate this evolving threat landscape, companies need to shift their mindset. Cybersecurity can no longer be siloed in IT departments; it must be woven into the business strategy, customer experience, and brand identity. By doing so, organisations can not only defend themselves against threats but be better positioned to recover faster, rebuild trust, and emerge stronger.
