During the past five months, we have been tracking the UK’s perception of brands across various sectors to uncover their performance on trust and likeability, and their overall response to the Coronavirus pandemic.

The trend in retail differs slightly from other sectors, such as telecommunications, as we observed a steady decline from the beginning of April to 6th June. In April, McKinsey predicted that 80% of retail stores would be in financial distress if they remained shut for a further two months.