Marks and Spencer viewed as more reactive than proactive in its comms as cyber attack causes chaos

Following the news of the M&S cyber attack, CARMA, which specialises in brand reputation and media intelligence, analysed how the story evolved with a focus on public trust, customer impact and crisis response. 

The incident has cost the retailer millions of pounds in lost sales and a lower share price. M&S has not said what or who knocked out its online ordering systems, paused deliveries and lef empty shelves in stores. But media reports have suggested that ransomware called DragonForce was used in the attack.

Between 29th and 30th April, CARMA’s data shows:

• The story generated 9.47 million impressions across UK online mainstream media in just 48 hours

• 84.6% of news carried a negative sentiment, driven by concerns over disruption, security and leadership visibility

• Within 48 hours, tone shifted with growing focus on financial loss, stock issues and personal impact on customers

• No consistent named M&S spokesperson appeared with most quotes were attributed to anonymous spokespeople

• Globally, the story has now reached over 495.4 million potential impressions in the UK (53.5%) and US (34.9%)

Global conversations reached over 495.4 million potential impressions concentrated in the UK (53.5%) and US (34.9%) with top themes on social media centring on “attack,” “customers,” “chaos,” “suspended,” “payment,” and “delays."

In addition, CARMA tracked a spike in Click and Collect related social media coverage: 

• 89.5 million reach on social mentions tied to M&S and Click and Collect

• Negative sentiment in this stream rose to 28.4%, with cyber related disruption now the dominant theme

Mentions frequently referenced being ‘unable’ to collect, facing ‘delays’, and described the experience as ‘inconvenient’ or ‘impacted’

Michael Simpson, Senior Business Development Manager for Retail at CARMA, says: "While M&S did act swiftly by involving law enforcement, our data analysis shows the brand came across as more reactive than proactive in its comms in the aftermath of the attack.'

"The absence of a visible spokesperson and direct customer facing leadership in media coverage may have amplified concerns about preparedness and impacted trust. In high stakes cyber incidents like this, it's not just about reacting early; it's about showing you're in control, with clear, authoritative messaging front and centre. That kind of visibility is what shapes public trust, even in a crisis, particularly when core services like Click and Collect are affected and disruption becomes personal for customers."

M&S did not respond to our request for comment.

2025 RTIH INNOVATION AWARDS

Social media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

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