Seventy-two percent of New Zealanders say brands break promises

Nearly three-quarters of New Zealand consumers believe companies are not living up to the promises they make, according to a new study from Accenture Song.

The Brand Experience Gap study, now in its second year, surveyed 1,527 New Zealanders and reviewed 65 brands across six sectors. The findings indicate that 72% of respondents feel brands are failing to deliver on their commitments, marking a slight increase from the previous year's figure of 71%.

Financial services providers were rated as the best performing sector, with an experience gap of 63%, meaning that 63% of customers do not think their primary provider fulfils its promises. On the other end of the spectrum, media and entertainment firms - including content streaming services - had the largest experience gap at 79%.

Consumer expectations

Consumers identified specific areas where brands are falling short. In the financial services sector, 33% of respondents cited the need for more reasonable fees and interest rates as a key area for improvement. For media and entertainment, 81% wanted more control over how they manage and customise content, while 78% said content needs to be refreshed more regularly to avoid becoming repetitive or stale.

Across all sectors, the three most significant shortfalls were consumers not feeling valued or recognised by brands (79%), perceptions that brands are not making a positive social contribution (78%), and a lack of up-to-date technology to make interactions more convenient (77%).

Other industries assessed

The study also measured the experience gap for other sectors in New Zealand. General insurance brands were found to have a gap of 71%, telecommunications providers 72%, utilities 68%, and travel and tourism 76%.

With the experience gap persisting across most industries, Storm Day, NZ Lead at Accenture Song, commented on the growing expectations of New Zealand consumers:

"Customers are demanding more from the brands they deal with, and rightly so. In an increasingly complex business environment, companies simply can't afford to promise what they can't deliver. Again in 2025, we're seeing a stubbornly high experience gap among brands in New Zealand. But this gap comes with an opportunity, as closing it is one of the best ways to build long-term customer trust."

"The key is to treat customer experience as a purpose-led growth driver, not just a budget line item. Sectors like financial services are holding steady because they've invested in owning the customer experience, along with the systems and strategies to support it."

"It's also important to remember that your brand doesn't exist in a vacuum. You might be closing gaps, but if your competitors are closing them faster, people notice that. Customers' experiences are framed by all the organisations they deal with, not just those in your sector. That's crucial, because customers don't always complain – they simply don't come back. They disappear silently, often to your competitors."

"By harnessing smart technologies like generative AI to deliver genuine organisational purpose, we're on a mission to turn intent into action – and close the gap," said Day.

Research methodology

The Brand Experience Gap study measures the difference between what brands publicly promise and what their actual customers report experiencing. Respondents were asked about universal brand values - such as simplicity, ease of dealing with a company, and feeling valued - and sector-specific aspects like fraud protection in financial services. Results reflect the proportion of customers in each sector who feel there is a gap between a company's stated intentions and delivered outcomes.

The report highlights a consistent challenge for New Zealand brands across industries: the need to improve how customers feel recognised, how technology is leveraged, and how brands contribute to society in order to rebuild trust and loyalty.