The blog for smart businesspeople
Tuesday, 5 August 2025
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Monday, 4 August 2025
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Royal Mail Cuts Second-Class Post – Micom Urges Regulated Industries to Act Now
For regulated industries, this change threatens timely, compliant customer communications. Micom, the UK’s leading multi-channel communication platform, is urging organisations to adapt now with intelligent digital and hybrid mail solutions.
“This is a Wake-Up Call,” Says Micom CEO
“Waiting four or five days for a letter to arrive is no longer acceptable for critical messages like bank statements, legal notices or healthcare letters,” Andy Barber, CEO of Micom told That's Business.
“Customers and regulators demand faster, trackable communications. Micom’s platform ensures every message reaches its destination on time, blending secure digital delivery with automated postal fallback when needed.”
The Impact of Postal Reform
The Ofcom-approved reform comes as letter volumes have fallen by 60% over the past decade. With 63% of UK mail generated by regulated sectors (Ofcom, 2024), the risk of delayed or non-compliant communications is growing.
Micom warns that businesses relying solely on traditional post could face operational challenges, compliance issues, and rising costs.
Digital and Hybrid Solutions Built for Compliance
Micom’s Customer Communications Management (CCM) platform enables organisations to maintain compliance and resilience by combining digital and physical channels. Key features include:
Secure digital delivery: Encrypted, trackable portals and email.
Automated mail fallback: Print and dispatch triggered when digital delivery fails.
Compliance-ready workflows: Proof of access, audit trails, and SLA monitoring.
Why Small Businesses Shouldn’t Overlook Amazon as a Growth Platform
While many entrepreneurs dream of keeping things local and personal, there’s a powerful tool that can help elevate visibility and sales on a national or even global scale: Amazon.
It may seem counterintuitive to team up with such a giant when your brand is built on independence and uniqueness. However, using Amazon doesn’t mean selling out. Instead, it can mean scaling up smartly. But on your terms.
1. Amazon Offers Visibility You Simply Can’t Get Elsewhere
Even the most beautifully designed e-commerce site can struggle with visibility. Amazon, on the other hand, is where millions of people start their shopping journey. By listing your products on the platform, you're placing yourself in front of a vast audience that’s already primed to buy.
This is especially powerful for niche businesses. A small eco-conscious skincare brand or an independent publisher of children’s books might find it hard to drive traffic to their own site. But Amazon’s search features and suggested products algorithm can surface your items to curious, relevant shoppers.
2. It Levels the Playing Field for Independent Sellers
Amazon isn’t just a platform for big-name brands. In fact, over 60% of items sold on Amazon come from third-party sellers — many of them small businesses. With access to tools like Fulfilled by Amazon (FBA), sellers can store their products in Amazon’s warehouses and let the platform handle packing, delivery, and even customer service.
For a small artisan jeweller or pet accessory designer, that means less time dealing with logistics and more time focused on making and marketing their products.
3. Amazon Builds Trust — Especially for New Customers
Consumers tend to trust Amazon. Its policies on returns, fast shipping, and secure payment are widely recognised. For small businesses, piggybacking on that trust can be a game-changer — especially when trying to win over first-time buyers.
Think of a newly launched vegan candle business: even if potential customers have never heard of your brand, seeing it on Amazon with positive reviews can build the credibility needed to make a sale.
4. You Can Still Retain Brand Identity
Using Amazon doesn't mean abandoning your brand’s voice or ethos. Your listings can feature your brand name, high-quality images, and detailed product descriptions that highlight your values. Amazon even offers Brand Registry for registered trademarks, giving sellers greater control over how their products are presented, and helping to protect against counterfeits.
Many creatives, like illustrators selling art prints or authors selling self-published books, have found success using Amazon as just one part of a broader strategy. They drive traffic to their own website for custom orders or exclusive items, while using Amazon to sell high-volume or evergreen products.
5. It Can Be a Low-Risk Testbed for Product Ideas
Not sure whether your handmade dog toys will resonate beyond your local area? Or whether your vintage-inspired stationery line could find a national market? Listing products on Amazon is a relatively low-cost way to test demand, pricing, and keywords before investing heavily in large production runs or marketing campaigns.
You’ll get data, feedback, and sales trends — invaluable insights for any small business trying to scale sustainably.
6. It's a Way to Diversify — and Build Resilience
The last few years have taught us how important it is for small businesses to have multiple income streams. Relying solely on footfall, events, or even a single social media platform can be risky. Amazon is just one more outlet — and a powerful one — that can keep revenue flowing even when other channels slow down.
For small business owners, whether you're a local bookshop with a curated collection, a maker of bespoke soaps, or a freelance artist with a growing portfolio, Amazon is not the enemy. It’s a tool. Used strategically, it can help expand your reach, build your brand, and strengthen your business.
The key is to approach it on your terms. View Amazon not as a replacement for your website or personal touch, but as a stepping stone to new customers who wouldn’t otherwise find you. In a digital-first world, visibility is currency. And Amazon is a platform that can help you earn it.
Friday, 1 August 2025
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Wednesday, 23 July 2025
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Tuesday, 22 July 2025
HMRC confirms joint and several liability: APSCo responds
HMRC has clearly set its sights on preventing tax non-compliance, and fraud via umbrella companies are at the centre of its focus. HMRC has published draft legislation that will be introduced in April 2026 which puts the onus on recruitment firms through joint and several liability for PAYE taxes.
“For recruitment firms, now's the ideal time to prepare for the changes before they come into effect. During the consultation period, a few APSCo members expressed significant concerns around the legal implications, but there was a recognition the legislation would create extra administrative burdens for recruiters that engage umbrella companies.
“In particular, there are concerns as to the level of transparency that will be needed to protect recruitment firms.
"The guidance soon to be published by HMRC must outline not only its own approach, but also clear information to help staffing companies implement best practice strategies. The details published so far don’t provide recruiters with the additional tools to manage the new requirements; they simply put the responsibility on staffing firms to know the details of their umbrella supply chain, or face financial penalties.
“There are some measures that will help recruiters and umbrella companies, including the specification around the transition phases for directors and the prevention of ‘Phoenixism.’
"However, more is required. As APSCo has previously highlighted, licensing of the umbrella market and statutory codes of practice are needed to prevent fraud and equip those that are being tasked with tackling the issue with the appropriate resources to do so.
“The digitalisation of services that has been touted as a means of helping small businesses interact with HMRC is welcome news, though the implementation of this will be no easy task. This needs to be made readily available as soon as possible in order to help staffing firms prepare ahead of the changes to legislation.
“APSCo will continue to leverage its close relationship with HMRC to guide and inform members on the changes during the preparation period ahead of the April implementation.”
Wednesday, 16 July 2025
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Tuesday, 15 July 2025
10% Decline in Tech Job Interest Among Future Business School Students
These findings come from the latest Prospective Students Survey by GMAC – a report that identifies and measures the needs and preferences of aspiring students in management and business education.
Now in its 15th year, the report analyses data from 4,912 respondents across 147 countries, offering insights into evolving candidate decision-making to guide business school strategies.
Technology remains the third most attractive sector for future business school students. Consulting continues to lead as the most popular sector, with exactly half of all respondents considering it for a future career.
The remainder of the top five sectors include financial services (41%) in second place, investment banking and management (34%) in fourth, and consumer products (20%) in fifth.
Notably, there were significant gender and generational disparities in interest in tech careers. Among Millennial men, 45% were interested in a tech career, compared to 38% of Gen Z men. Meanwhile, only 34% of Millennial women and 29% of Gen Z women expressed interest in the technology sector.
“The recent dip in interest toward tech careers among prospective business students may reflect growing uncertainty in the sector,” says Nalisha Patel, Regional Director for the Americas and Europe at GMAC.
“With high-profile layoffs and the rapid evolution of AI disrupting traditional roles, many students are understandably cautious. While technology remains a dynamic and innovative field, the perceived instability is prompting future graduates to weigh their options more carefully as they seek long-term career security."
The research also identified key skill sets employers are seeking in business school graduates, with a growing emphasis on human-centric skills such as emotional intelligence and problem-solving, according to corporate recruiters.
The Graduate Management Admission Council is an international non-profit organisation representing over 200 business schools worldwide. It provides research and market insights to academic institutions and prospective graduate management students.
You can download the report GMAC 2025 Prospective Students Survey Summary Report here
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New guide urges leaders to ‘slump-proof’ their teams before holiday season hits
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| Everyone deserves a guilt-free holiday |
A new guide from global people development company Insights has been produced in response to previous research that workplace productivity can decline by up to 20% during the summer months, while project timelines can lengthen by 13%.
“Too many leaders plan for absence, not impact,” David Bowes, Head of People at Insights told That's Business.
“You’re not just losing a person for two weeks, you may be losing your team’s planner, your motivator, your quiet fixer. These personality gaps can derail performance if they’re not anticipated.”
To help leaders keep performance on track whilst ensuring employees can take a guilt-free, interruption-free break, Insights has released A Leader’s Guide to Combating the Summer Slowdown, a practical playbook for maintaining team momentum as headcounts fluctuate.
Key recommendations include:
• Don’t just fill seats - fill roles with the right personalities. Identify essential responsibilities and match cover to team strengths.
• Prevent burnout by planning workload balance. Avoid overburdening the few who remain.
• Clarify what’s critical. Set clear boundaries on what needs doing now, next, and later.
• Communicate the gaps. Let the team know what skills or behaviours will be missing during absences, who’s stepping up, and how others can support.
• Empower decision-making. Make sure authority and timelines are clear and pair less confident team members with peers for backup and reassurance.
“Slump-proofing the summer starts well before anyone checks in at the airport,” adds David.
“Smart leaders know the real risk isn’t people taking time off, because all employees are entitled to a guilt-free break with family and friends, but the lack of planning for how their absence shifts team dynamics and leaving team members underequipped.”
The downloadable guide also includes templates for communication planning, tips for building flexible cross-functional teams, and insight into aligning work to people’s natural strengths.
Download “A Leader’s Guide to Combating the Summer Slowdown” at the link below:-
https://www.insights.com/resources/how-to-combat-the-summer-slowdown/
Monday, 14 July 2025
Businesses under pressure: Research highlights leadership skills deficit in C-Suite
Senior transformation roles expected to grow in demand amid market fluctuations
AI skills needed, with 87% of leaders predicting experience in artificial intelligence to be critical
A transformation of C-Suite capabilities is urgently needed, with companies fundamentally unprepared for what lies ahead over the next decade, amid growing uncertainty and market fluctuations. That’s according to new research from international recruitment firm Robert Half.
In its study, “Towards the C-Suite 2035”, the talent solutions expert found concerns around leadership skills, with 59% of UK C-Suite respondents reporting an increase in worries about finding suitable leaders for the next ten years, with transformation abilities in seemingly high demand and short supply.
The data shows experience in digital and workforce transformation will be absolutely vital in the coming years, with 79% of C-suite respondents highlighting digital expertise and 62% emphasising workforce transformation as key components of leadership teams.
Looking ahead to the next decade, the C-suite is painting a clear picture of the leadership qualities that will define success.
Resilience tops the list, with 75% of executives expecting it to be in high demand, followed closely by innovative thinking (67%) and agility (61%). More than half (56%) also see change management as a critical skill in navigating the road ahead. In response to these shifting priorities, new roles are emerging on the leadership horizon, by 2035, 78% of respondents anticipate the rise in importance of Chief Technology Transformation Officers, while 57% expect Chief Talent Transformation Officers to play a key role in shaping the future of work.
AI demand expected to grow
As organisations race toward a more automated future, AI expertise is quickly becoming a cornerstone of leadership. According to the report, 87% of C-suite leaders believe that knowledge of artificial intelligence will be essential by 2035.
But it's not just deep technical understanding that's in demand, the rise of low-code and no-code platforms means broader teams will need to develop practical, hands-on AI skills.
Reflecting this shift, 83% of executives expect the role of the Chief AI Officer to grow significantly in importance over the next decade, as businesses seek leaders who can bridge the gap between advanced technology and accessible innovation.
Matt Weston, Senior Managing Director UK & Ireland at Robert Half, told That's Business: “Today executive leaders face a complex, rapidly evolving set of challenges, shaped by technological disruption, global instability, workforce dynamics and increasing stakeholder expectations.
“Transformation isn’t a buzzword anymore, it’s actually a job title. CTROs (Chief Transformation Officers) and transformation leads (VP/Director Technology and/or Talent Transformation) are now essential operators in the C-Suite or the extended top leadership team, not consultants waiting in the wings.
“Resilient and adaptable leadership will help navigate complex social and political issues while maintaining credibility and trust. In 2035, businesses which have embraced this journey will be better placed to compete and to survive.
“A leadership team which understands how to innovate, alongside a workforce which can deliver new ideas, will be strengthened by the strategic development of future talent. Seeds planted now will stand tall in 2035.”
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How Retailers Can Protect Their Stock from Young Opportunistic Thieves During the School Holidays
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While most young visitors are simply browsing or enjoying a bit of freedom, the holidays can unfortunately also bring a rise in opportunistic thefts from under-18s.
Retail theft is frustrating at any time, but it’s particularly sensitive when minors are involved. So how can shopkeepers and retail staff protect stock, maintain a welcoming environment, and still act responsibly when tackling the issue?
Here are some practical and ethical strategies to help safeguard your business during the holiday period:
1. Make Your Presence Known
A visible staff presence is one of the strongest deterrents to theft. Ensure team members are actively engaging with all customers, especially in quieter corners of the shop or near high-value goods. A friendly “Can I help you?” does more than offer service, it reminds would-be shoplifters they’re being noticed.
2. Review and Refresh CCTV Coverage
Make sure your CCTV system is:
Fully operational
Covers all key areas (including blind spots and exits)
Clearly signed and visible to visitors
Regular checks and signage reminding customers of surveillance can go a long way in discouraging theft. If your system is outdated, now’s the time to consider upgrading before problems arise.
Items that are small, popular, or easy to conceal, such as cosmetics, accessories, tech items, or confectionery should be:
Kept closer to the tills
Placed behind counters
Displayed in locked or secured cabinets
This also applies to seasonal merchandise or trending products among teens.
4. Train Staff in Friendly Vigilance
Your team doesn’t need to turn into security guards, but they should know the signs of suspicious behaviour, such as:
Groups loitering without engaging with products
People entering with large bags or bulky clothing in warm weather
Repeated glancing around or avoiding eye contact
Encourage calm, non-accusatory interactions. A welcoming approach often disarms bad intentions and avoids escalation.
5. Work With Local Schools and Community Police
In some areas, community policing teams offer additional patrols during the holidays and may be happy to work with retailers. Establish a dialogue and share concerns early.
Likewise, developing a relationship with local schools can be helpful. If there’s a recurring problem involving specific pupils, schools often prefer to be informed discreetly to resolve the issue themselves.
6. Offer Alternatives – Don’t Just Assume the Worst
Sometimes, theft by minors stems from boredom, peer pressure, or financial hardship rather than malice. Consider:
Offering free or low-cost samples
Engaging younger visitors with friendly conversation
Providing a small, affordable ‘pocket money’ range to reduce temptation
It won’t prevent every incident, but a proactive, understanding approach can make a difference.
7. Stay Calm and Follow Procedure
If a theft occurs:
Do not physically confront the suspect unless absolutely necessary
Record CCTV footage
Report serious or repeated incidents to the police
Ensure your team knows what to do, including how to involve parents or guardians appropriately if a minor is involved.
Some Chambers of Commerce or local councils run a radio link system with shopkeepers all linked by radio to a central command point or the local police. If there's no such system in your town or district perhaps you should suggest that one is launched?
8. Don’t Let a Few Spoil It for Everyone
It’s easy to become defensive or suspicious when thefts increase, but remember, most young customers are respectful and often enthusiastic shoppers. Keeping your store friendly and inclusive is key to long-term trust and loyalty.
The school holidays are a brilliant time for shops to attract younger customers and families, but they also call for smart stock management and a bit more vigilance.
With the right balance of security, staff training, and community cooperation, retailers can protect their stock while still creating a welcoming environment for all.
After all, today’s teens could become tomorrow’s most loyal customers — if they’re treated with fairness and respect.
Wednesday, 9 July 2025
Government must work to avoid widening north-south divide in decentralised employment support, Localis warns
The warning is contained in a new research report from the think-tank entitled ‘Guarantee of potential: place-based employment support within a new local policy ecosystem’ which analyses how councils and combined authorities should rise to the challenge of delivering the biggest reforms to employment support for a generation and help achieve a national long-term target of an 80% national employment rate.
The report authors claim although northern areas which have higher unemployment and levels of economic inactivity have used the power of their devolution deals to address sub-regional economic disparities, when southern counties with stronger economies and increased capacity implement their own devolved powers, there's a risk these regional gaps may widen.
Similarly, if revised funding formulas or political attention favour the country’s big cities, coastal, rural and post-industrial parts of the country risk having their unique employment support needs overlooked, the study points out.
Localis investigated in ‘Guarantee of Potential’, how decentralization of employment might be advantageously used for the benefit of a distinctly localist approach to tackling worklessness and in line with the government’s agenda for devolution, public service integration and commissioning reform.
Report author and senior Localis researcher, Callin McLinden, told That's Businesss: “With record levels of economic inactivity and expedited devolution frameworks, local government is being asked to tackle worklessness with more responsibility, but lacks either sufficient capacity or resources to do so with confidence.
“This report sets out a practical roadmap for transforming fragmented employment services into coherent, integrated, and place-based support systems; linking health, skills, and jobs in a locally tailored but nationally coordinated framework achieved through strategic design and procurement.
"But without proper investment in local capacity, long-term funding certainty, and shared governance between Whitehall and localities, the potential to reduce worklessness risks becoming perpetually stunted.”
Ayden Sims, CEO, AKG, added: “This report arrives at a pivotal moment, as the UK grapples with persistent economic inactivity and the need for more inclusive growth and offers a compelling case for enhanced local ownership, not as a theoretical ideal, but as a practical and necessary shift in how we design, fund, and deliver employment services.
“The findings underscore the value in empowering local authorities and strategic partnerships to lead the charge in tackling worklessness, particularly in communities that have been historically less well supported via previous approaches. It also flags the importance of having this future support strike the right balance between local empowerment and trust, alongside a consistent national offer, underpinned by strong accountability frameworks.
“What stands out most is the report’s emphasis on integration, between employment, health, and skills and the recognition that good work is not just an economic outcome, but a determinant of wellbeing. The insights drawn from trailblazer regions and emerging local models show that when local leaders are given the tools and trust to innovate, alongside the practical support to ensure their visions can be realised and delivered, they can build services that are more responsive, more inclusive, and ultimately more effective.”
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Looking for a VPN for your Business? Best VPN Services UK 2025: Top-Rated VPNs for Privacy, Streaming, and Speed
Tests were run on dozens of providers to bring you the top VPNs available this year.
Below is a breakdown of the five best VPN services for UK users in 2025, based on performance, security, value for money, and ease of use.
1. NordVPN – Best Overall VPN for 2025
Price: From £2.69/month
Trial/Guarantee: 30-day money-back guarantee
Free Offer: Up to 4 months free + £50 Amazon voucher (UK users)
Excellent speeds with NordLynx protocol
Unblocks all major streaming platforms
Advanced security including post-quantum encryption
Panama-based and independently audited no-logs policy
Compatible with Windows, macOS, Android, iOS, Linux
Drawbacks: Limited torrent-specific servers and higher renewal prices if auto-renew isn't disabled.
Best deal: Save 76% on a 2-year plan and get 4 months free + £50 Amazon gift card.
2. Surfshark – Best Budget VPN for UK Users
Price: From £1.49/month
Trial/Guarantee: 7-day free trial + 30-day money-back guarantee
Unlimited devices
Fast speeds and strong streaming performance
Advanced features like Camouflage Mode and NoBorders
Available on all major platforms including routers and smart TVs
Drawbacks: Slightly cluttered interface and no post-quantum encryption.
Starter plan now just £1.49/month with 3 months free included.
3. ExpressVPN – Easiest to Use
Price: From £3.98/month
Trial/Guarantee: 30-day money-back guarantee
One-click connect, intuitive interface
Wide streaming access across 105+ countries
Top-tier security features including quantum-resistant encryption
Excellent customer support with 24/7 live chat
Drawbacks: Pricier than rivals and fewer bonus features at lower tiers.
Get 4 months free with the current 2-year plan.
4. Proton VPN – Best for Privacy and Global Access
Price: From $3.59/month
Free Version: Available with 10GB/month data cap
Trial/Guarantee: 30-day refund policy
Exceptional privacy protections
Secure Core double-hop routing
Port forwarding and P2P support
Access to Proton Mail, Drive, and Pass with Unlimited plan
Drawbacks: Customer support not 24/7 and slower OpenVPN speeds.
5. PrivadoVPN Free – Best Free VPN Option
Price: Free or from £1.11/month (paid plans)
Free Plan Includes: 10GB/month data, 13 server locations
No-cost option with essential VPN features
Based in Switzerland, with a no-logs policy
Streaming and torrenting supported on free tier
Drawbacks: Limited data, no ad-blocker, and no third-party audit.
How to Choose the Best VPN in 2025
When selecting a VPN, UK users should consider:
Privacy and encryption protocols
Streaming capability (Netflix, BBC iPlayer, etc.)
Speed and server performance
App usability across devices
Customer support and refund policy
Verdict: What’s the Best VPN Service in the UK for 2025?
Best Overall: NordVPN
Best Value: Surfshark
Best for Privacy: Proton VPN
Easiest to Use: ExpressVPN
Best Free VPN: PrivadoVPN Free
For anyone in the UK looking for reliable privacy, streaming access, and safe browsing, these are the top VPNs to consider in 2025.
https://go.nordvpn.net/aff_c?offer_id=15&aff_id=126827&url_id=902
Over Half of UK Office Workers Suffer with Back Pain Due to Poor Workstation Setup, Survey Reveals
According to the survey, only one in three UK office workers believe their employers are getting the basics right when it comes to desk work and employee health.
Even more worryingly 27% of survey respondents also reported their workplaces have never undertaken a workstation risk assessment.
Darryl Brunt, who is the Sales & Marketing Director at Fellowes UK & Ireland, expressed serious concerns about these survey results, telling That's Business: "These statistics are really deeply troubling. UK businesses have a legal duty of care towards their employees' wellbeing and must provide workstation risk assessments to ensure their workforces are comfortable and properly supported at their desks."
The survey reveals a disturbing trend in workplace related pain, with 51% of office workers experiencing back pain when sitting at their workstation. To help reduce back pain while sitting at their workstation in the office, 42% of respondents believe additional back support would be beneficial.
The research also uncovered that office workers personal lives are being impacted by their workstation related pain, with over a fifth of respondents experiencing physical pain whilst making everyday movements, requiring regular pain relief medication to cope.
Findings indicate office workers aged 35 - 44 years old are more likely to take time off than any other age group, due to pain caused by their workstations.
When hybrid office workers work from home, many don’t work at a desk, the survey highlighted. In fact, 21% work from any available surface and 19% work from the sofa. Back pain was reported to be a bigger issue for those working from home, with 59% of respondents sharing that this is their biggest source of discomfort or physical pain, due to their work set-up.
"These are shocking figures that need to be brought to the attention of UK business owners and HR departments," said Darryl Brunt.
"This issue must be addressed now to help reduce workstation related discomfort and pain. In turn, this will help businesses reduce employee absence rates whilst boosting morale and productivity across their workforces."
Only 22% of survey respondents believe their employers are investing in the right ergonomic equipment to support employee health. When given the right ergonomic equipment, 89% of office workers shared that they noticed a positive impact on their health, motivation and productivity levels.
Darryl Brunt emphasised the importance of providing adequate workstation equipment: "By carrying out thorough workstation risk assessments, UK businesses can gain insights into the exact equipment each employee requires to feel supported at their desk, allowing them to be as comfortable and productive as possible while they work."
Fellowes UK continues to champion workplace wellbeing through its range of ergonomic solutions designed to support healthier working environments.
For more workstation research findings, download the whitepaper here:-https://www.fellowes.com/uk/en/marketing/pg/worklife-coach-ergonomics
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Monday, 7 July 2025
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Thursday, 3 July 2025
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Friday, 27 June 2025
Get Your Business Ready for Prime Day
It's an absolutely golden opportunity for online sellers to boost sales, gain new customers, and increase visibility.
Whether you're selling on Amazon, Etsy, Shopify, or through your own platform, getting your online shop Prime Day-ready is essential.
Here’s a step-by-step guide to help you prepare your online retail presence and maximise your results.
1. Optimise Your Listings
Make sure all your product listings are in top form:
Use high-quality images (with lifestyle photos where appropriate).
Refine your product titles and descriptions using relevant keywords.
Add detailed specifications and clear pricing.
Make sure listings are accurate and free from errors.
Include positive reviews and ensure any customer questions have been answered.
Tip for Amazon Sellers: Update your backend keywords to target Prime Day-related search terms.
2. Create Irresistible Prime Day Deals
Prepare limited-time offers, bundle deals, or flash sales to attract bargain hunters.
Amazon: Submit your Lightning Deals or coupons well in advance.
Shopify & Etsy: Use app plugins or your admin dashboard to schedule discounts and banner announcements.
Consider site-wide discounts for independent retailers.
Bonus tip: Offer free shipping or express shipping options if possible.
3. Prepare Your Inventory
You don’t want to run out of stock mid-sale.
Review your sales history and forecast demand for popular products.
Ensure your suppliers and logistics are ready for a surge in orders.
For Amazon FBA sellers, send inventory to fulfilment centres early.
If you're selling on Etsy or via your own site, double-check your postage materials and dispatch times.
4. Enhance Your Storefront
Treat Prime Day as a mini relaunch for your brand:
Update your branding and visuals to reflect the promotional spirit.
Add a countdown timer, special banners, or “Prime Day Picks” section.
Create dedicated landing pages for special offers or bestsellers.
This is especially useful on Shopify or custom sites to guide traffic and conversions.
5. Run Targeted Marketing Campaigns
Don’t rely solely on marketplace traffic.
Promote your deals via email newsletters, social media, and PPC ads.
Use phrases like “Limited-Time Prime Day Offers” or “Exclusive Prime Day Savings”.
Partner with influencers or bloggers for wider reach.
For Amazon sellers, Amazon Sponsored Products or Display Ads can give your listings a significant push.
6. Streamline Customer Experience
Make buying easy and enjoyable:
Test your checkout process and mobile responsiveness.
Respond quickly to questions and messages.
Display trust signals like reviews, shipping info, and refund policies clearly.
Consider using chatbots or live chat on your Shopify or custom store.
7. Analyse and Follow Up
After Prime Day ends:
Review your sales data, traffic sources, and ad performance.
Retarget visitors who browsed but didn’t buy.
Send thank you emails and offer follow-up deals to new customers.
Use the data to refine your strategy for Black Friday, Cyber Monday, and the Christmas season.
Last points to ponder
Prime Day isn’t just about competing on price. It’s your chance to attract long-term customers, showcase your brand, and make your mark in a crowded marketplace. With careful planning and smart execution, your online retail presence can flourish well beyond the 48-hour sales window.
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Using Social Media to Grow Your Customer Base
Choose the Right Platforms
Instagram: Great for product photos, Reels, and Stories.
Pinterest: Ideal for evergreen traffic to your shop or blog.
TikTok: Brilliant for viral content, behind-the-scenes, and trends.
Facebook: Still useful for community groups and targeted ads.
YouTube: Able to show long videos plus shorts, able to run livestreams
X: Good for reaching a big audience
What to Post
Product Shots: Showcase your items in use.
Behind-the-Scenes: People love to see how things are made.
Tips & Tutorials: Offer value beyond the sale.
Customer Testimonials: Social proof builds credibility.
Be Consistent, Not Constant
Aim to post regularly—but don’t burn out. Tools like Buffer or Later help you schedule posts in advance.
Engage With Your Audience
Reply to comments, answer DMs, and show personality in your captions. Algorithms reward interaction.
Bonus Tip: Use Hashtags and Geo-tags
Make it easier for new customers to discover you by tagging relevant keywords and locations.
UK Tax Tips for Sole Traders Running an Online Shop
Registering as a Sole Trader
You must register with HMRC if you earn more than £1,000 in a tax year.
Register via the HMRC website and you’ll be given a Unique Taxpayer Reference (UTR).
Keep Accurate Records
Track all sales, expenses, receipts and mileage.
Use software like QuickBooks, Xero or FreeAgent to stay organised.
Know Your Allowable Expenses
You can deduct:
Platform fees (Etsy/Amazon fees)
Postage and packaging
Marketing costs
Office supplies
A portion of home office costs (electricity, broadband, etc.)
Be Aware of VAT Thresholds
If your turnover exceeds £90,000 (as of 2025), you must register for VAT.
Submit Your Self Assessment
Deadline: 31 January for the previous tax year (paper deadline is earlier).
Penalties apply for late filing or payment.
Branding Your Online Shop: A Beginner’s Guide
It’s not just about a logo: It’s about the feeling your store gives customers the moment they land on your page.
Whether you’re on Etsy, Shopify or Amazon, consistent and compelling branding can turn browsers into loyal buyers.
Why Branding Matters
Builds Trust: A cohesive look and feel makes your store appear professional.
Creates Recognition: People remember brands with distinct personalities.
Drives Loyalty: Branding is how you turn one-time buyers into repeat customers.
Key Elements to Focus On
Name: Choose something memorable and easy to spell.
Logo: Invest in a clean, simple design—tools like Canva can help you get started.
Colour Scheme & Fonts: Stick to 2–3 core colours and 1–2 typefaces.
Tone of Voice: Is your shop playful, premium, eco-conscious? Let it show in your copy.
Brand Consistency Is Key
Use your chosen visual and verbal identity across:
Product photos and packaging
Social media
Email newsletters
Customer service replies
How to Set Up and Operate Your Own Online Retail Establishment Using Etsy, Shopify, Amazon or Similar Tools
Whether you’re looking to turn your hobby into a side hustle or launch a full-time eCommerce enterprise, platforms like Etsy, Shopify, and Amazon make it easier than ever to get started.
But while the tools may be powerful, success still depends on careful planning and consistent effort.
Here’s a step-by-step guide to launching your own online retail establishment using some of the most popular platforms available.
1. Choose the Right Platform for Your Product
Each eCommerce platform comes with its own strengths:
Etsy is ideal for handmade, vintage or craft supply items. It caters to buyers looking for unique and creative goods.
Shopify offers a fully customisable eCommerce storefront. Best for those wanting full brand control and scalability.
Amazon gives you access to a massive customer base but comes with high competition and strict seller guidelines.
Tip: Many sellers start on Etsy or Amazon to test the market, then expand to Shopify as their brand grows.
Even the most user-friendly platform won’t help if you don’t know who you're selling to. Ask yourself:
What problems does your product solve?
Who is your ideal customer?
What are your competitors doing—and how can you do it better?
Use tools like Google Trends, Answer the Public, and each platform’s own search bar to find out what people are searching for.
3. Set Up Your Store
Here's what you need, regardless of platform:
Business Name: Choose something memorable, relevant, and available as a domain.
Logo & Branding: Consistent visuals help build trust.
Product Listings: Use clear photos, compelling descriptions, and relevant keywords.
Pricing Strategy: Consider your costs, competitors, and value proposition.
Platform-Specific Tips:
Etsy: Use all 13 tags and make use of Etsy SEO best practices.
Shopify: Invest in a clean theme and consider useful apps for shipping, upselling, etc.
Amazon: Understand FBA (Fulfilled by Amazon) vs FBM (Fulfilled by Merchant).
4. Sort Out the Logistics
Payment Processors: Stripe, PayPal, or built-in options depending on your platform.
Shipping & Fulfilment: Will you ship yourself or use a fulfilment service?
Taxes & Legalities: Register as a sole trader or limited company and understand your VAT obligations.
In the UK, you’ll need to register with HMRC. Depending on your turnover, you may need to charge VAT. Keep accurate records from day one.
5. Drive Traffic to Your Store
No matter how good your product is, people need to know about it. Here are a few ways to build traffic:
Social Media: Instagram, Pinterest and TikTok are especially good for product-based businesses.
Email Marketing: Build a mailing list and reward sign-ups with discounts.
Search Engine Optimisation (SEO): Optimise product titles and pages with keywords.
Ads: Consider paid advertising on Google, Meta (Facebook/Instagram), or within the platform (Etsy Ads, Amazon Sponsored Products).
6. Provide Stellar Customer Service
Good reviews lead to more sales. Offer excellent customer service, respond to messages promptly, and go the extra mile with packaging and personalisation.
7. Analyse and Improve
Use analytics tools (Google Analytics, Shopify Reports, Amazon Seller Central) to monitor:
Best-selling products
Customer demographics
Conversion rates
Use this data to adjust your pricing, marketing strategy and product offerings.
Points to ponder
Starting an online retail business is a journey that blends creativity, strategy and perseverance. With the right platform and mindset, anyone can tap into the global marketplace and build a successful eCommerce brand. Whether you choose Etsy for its artistic flair, Shopify for its flexibility, or Amazon for its scale, the key is to stay consistent, learn as you go, and always keep your customer at the heart of your business.
Want to Learn More?
Check out our guides on branding your online shop, UK tax tips for sole traders, and using social media to grow your customer base—all right here on That’s Business.
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Thursday, 19 June 2025
Why UK-Based Businesses Should Prioritise Sourcing Goods from the UK Over China
The COVID-19 pandemic, the Suez Canal blockage, Brexit, and rising geopolitical tensions have all demonstrated how dependent many UK-based businesses are on international suppliers — particularly from China.
While Chinese manufacturing has long been seen as cost-effective, many businesses are now reconsidering their sourcing strategies.
Here’s why UK-based businesses should increasingly strive to source goods from within the UK rather than relying on imports from China.
1. Supply Chain Security and Reliability
Sourcing goods from overseas — especially from countries as distant as China — increases exposure to disruption. Delays at ports, shipping bottlenecks, and customs issues can leave businesses without the stock they need. By sourcing from within the UK, businesses benefit from:
Faster delivery times
Greater control over logistics
Fewer customs complications
A lower carbon footprint due to reduced transport
2. Support for the British Economy
Keeping procurement local directly supports UK manufacturers, farmers, and artisans. This helps:
Preserve jobs and create new ones
Encourage innovation and skills development
Keep money circulating within local economies
A strong manufacturing base at home also helps reduce dependency on foreign powers and bolsters national economic resilience.
3. Environmental Sustainability
Goods imported from China typically travel thousands of miles, generating significant carbon emissions in transit. By comparison, UK-sourced products dramatically reduce the environmental cost of logistics. Many British suppliers also follow stricter environmental regulations and are more transparent about their sustainability efforts.
For businesses with ESG goals or green credentials, local sourcing is a step toward authenticity and responsibility.
4. Higher Quality and Ethical Standards
While some Chinese suppliers offer good quality goods, there are widespread concerns over variable quality control and ethical issues, such as:
Poor labour conditions
Lack of transparency
Intellectual property risks
Poor quality. For example, a UK-based foundry closed their furnaces, made workers redundant and had their castings made in China.
Previously they had 2.5% scrap returns on castings which they merely put into the furnaces to be remade. The Chinese foundry's scrap levels were between 15 to 20% and the faulty castings had to be returned to China.
Eventually the UK-based company needed, at great expense, new furnaces built and new workers trained.
UK suppliers are subject to more rigorous regulations on quality, employment standards, and business ethics. Customers are increasingly mindful of where and how products are made — and local sourcing helps meet these expectations.
5. Enhanced Brand Reputation
Consumers are more inclined to support businesses that champion local producers and demonstrate ethical sourcing. By using "Made in Britain" branding, businesses can:
Attract patriotic shoppers
Command premium pricing
Build a trustworthy, values-driven image
Local sourcing is a powerful marketing tool — especially when transparency and provenance matter to customers.
6. Agility and Customisation
Working with UK suppliers can give businesses greater flexibility in:
Product design adjustments
Smaller order quantities
Faster turnaround times
This level of responsiveness is difficult to achieve with overseas manufacturers, who may have high minimum order quantities and longer lead times.
7. Resilience to Geopolitical Risk
China’s growing involvement in global political tensions — from Taiwan to trade disputes — creates a climate of uncertainty. UK businesses relying on Chinese imports could be exposed to:
Sudden export restrictions
Tariff hikes
Political pressure and reputational risk
By sourcing domestically, businesses reduce their exposure to these risks and build a more stable operational model.
Final Thoughts
While sourcing from China may seem financially advantageous in the short term, the long-term benefits of sourcing within the UK — from environmental and ethical gains to logistical simplicity and customer appeal — often outweigh the initial savings.
UK-based businesses should view local sourcing not only as a practical decision, but as a strategic move toward sustainability, resilience, and long-term success. Supporting British producers strengthens our economy, safeguards our environment, and builds trust with consumers.
It’s time to think local, act local, and source local.
Thursday, 12 June 2025
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Harlette is the Sexist in Space
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| Harlette DeFalaise |
Harlette began the search for a launch partner in 2020 and reached the agreement for a polar lunar insertion April 2025 with Southern Launch Australia.
Harlette Space was launched in 2018 when Harlette entered the Sub orbital programme with NASA to test a sub orbital telecommunications product.
Harlette Space worked with Virgin Galactic as the sub orbital flight provider option for testing for the sub orbital telecommunications product and is yet to test it as Harlette are raising capital.
Harlette Space signed an NDA with Virgin Orbital before they ceased their services. Harlette explored options with Blue Origin. Harlette explored options World View, NSC Near Space Corporation for a balloon flight for the sub orbital flight programme with NASA.
Harlette have trademarks in space class 39 in the United Kingdom and telecommunications class 38.
Harlette presented Global Spaceport telecommunications solutions in Boulder Suborbital Aeronautical conference in 2020 with patents still pending in the United Kingdom and Australia that commenced in 2016 at Pitch at the Palace, and Defence Centre Enterprises 2016.
Harlette is raising capital for the patents, Rockets and Lunar Telecommunications solutions. Harlette acquired Rainbow Centres that was a subsidy company in Australia and United Kingdom to conduct research into the market and the sweat based and human performance research is being integrated in Harlette space solutions.
This research is registered with NATO Science and Technology access issued through Porton Down Ministry of Defence, UK.
Harlette have patents pending for connected bra since 2016 in Australia and United Kingdom and have registered with UN, UNIDIR, UNOOSA accreditation sustainable lunar activities as UN Expert. Harlette have attended ITU 5b 7b 1b as Suborbital Expert and Lunar Expert.
Harlette DeFalaise is also the Author and creator of Galvanize the book what Business & Government can learn from Space with a podcast.
SocialBox.Biz Calls on IT Managers for Spring and Summer Tech Donations
“We just ask IT Managers to call us first before calling the scrap companies so we can check what can still be re-used,” says the team at SocialBox.Biz, boosting social impact for participating companies.
SocialBox.Biz will collect laptops, MacBooks and other corporate computer hardware and tech across the UK, wiping data securely, upgrading with open-source software, providing tech labs, training opportunities, and distributing some of the suitable items to vulnerable groups via charity partners. Case studies donations have:
Helped an Age UK Islington job seeker secure employment read more.
Enabled Passage’s Lily to shape homeless services read more.
Reconnected an Age UK London senior digitally read more.
“Reusing tech cuts Scope 3 emissions and transforms lives,” Peter Paduh, Founder of SocialBox.Biz, told That's Business.
Companies like New Look, donating since 2021, exemplify impact. Join them by contacting info ( at ) socialbox.biz or visiting www.socialbox.biz to schedule collections. Follow @SocialBoxBiz on X to share your contribution.
Sunday, 8 June 2025
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Empowering Autistic Entrepreneurs: How High-Functioning Individuals Can Thrive in Business
For individuals on the autistic spectrum, particularly those with high-functioning autism or Asperger's Syndrome, entrepreneurship can offer not only a fulfilling career path but also an empowering way to work to their strengths, on their terms.
In a world that doesn’t always accommodate neurodiversity in traditional workplaces, business ownership can be a powerful route to independence, purpose, and success.
Why Entrepreneurship Appeals to Autistic Individuals
Autistic individuals, especially those with Asperger's, often possess qualities that are incredibly well-suited to running a business. These include:
Laser-sharp focus and deep expertise in areas of interest
Logical thinking and strong problem-solving skills
Attention to detail
Persistence and consistency
Creative approaches to challenges
While neurotypical work environments may present difficulties — from sensory overload to navigating office politics — the entrepreneurial route allows autistic individuals to build systems and routines that align with their strengths and needs.
Finding the Right Business Idea
The best business ideas come from passion and personal interest — something that resonates deeply with many autistic individuals. Here are some guiding questions to explore:
What subjects do you enjoy learning about for hours on end?
Do you have a hobby or skill that others admire or ask you about?
Have you noticed a niche problem that you’re uniquely suited to solve?
Examples of successful business types include:
Specialised consultancy (e.g., data analysis, IT support, engineering solutions)
Online businesses (e.g., e-commerce stores, digital products, blogging)
Creative services (e.g., graphic design, illustration, music production)
Coaching or tutoring in a particular subject
Key Tips for Starting Out
1. Lean Into Strengths, Not Norms
You don’t have to follow the standard startup model. Many neurodivergent entrepreneurs find success by doing things differently — using written communication instead of meetings, automating repetitive tasks, or building routines that reduce decision fatigue.
2. Create a Structured Plan
Structure provides stability. Developing a clear business plan with specific goals, timelines, and routines can help manage expectations and reduce anxiety. A visual planner or app with reminders can support daily operations.
3. Build a Support System
Even the most independent entrepreneur benefits from support. Consider:
A mentor or business coach who understands neurodiversity
A virtual assistant or accountant for admin and finance
Peer communities, including autistic-led business groups
Access to business support from organisations like Autistica or National Autistic Society UK
4. Embrace Tech and Automation
Digital tools can reduce stress and streamline operations. Scheduling tools, email templates, customer relationship management (CRM) systems, and AI assistants can be game-changers.
5. Manage Sensory and Social Demands
Design your workspace to be comfortable and low-stimulation. If social interaction is a challenge, consider asynchronous communication (email over calls) and hiring others to handle customer-facing roles.
Funding and Grants for Autistic Entrepreneurs in the UK
There are funding opportunities and grants specifically for disabled entrepreneurs:
Access to Work: Government funding for workplace adjustments or support workers
https://www.gov.uk/access-to-work
Kings's Trust (formerly called The Prince’s Trust): Offers mentoring and financial support for young entrepreneurs
UnLtd: Awards funding and support to social entrepreneurs, including those with disabilities
Local enterprise partnerships (LEPs) often have small business grants worth exploring
Real-Life Success: Autistic Entrepreneurs Leading the Way
Many successful entrepreneurs are proudly autistic and are helping reshape perceptions of what leadership and innovation can look like. Individuals like Temple Grandin, Chris Bonnello (Autistic Not Weird), and Daniel M. Jones (The Aspie World) are using their platforms to raise awareness and inspire others.
Their stories reinforce this message: being different is not a barrier — it can be a superpower.
Final Thoughts
Neurodivergent entrepreneurs bring fresh perspectives and valuable contributions to the business world. By focusing on their unique strengths, designing business models that suit their working style, and seeking out supportive networks, autistic individuals — especially those with high-functioning autism or Asperger’s — can thrive as successful business owners.
If you're an autistic person considering the entrepreneurial path, take that first step. Your idea, your way of thinking, and your passion could very well be what the world needs next.
Thursday, 29 May 2025
MacBook and Laptop Reuse Initiative from SocialBox.Biz Helps Companies Increase Social Impact
Over the past decade, SocialBox.Biz has helped the vulnerable, including homeless individuals, refugees, and elderly people receive old but functional MacBooks and laptops that would otherwise be thrown away or recycled by enterprises.
The beneficiaries of the programme have shared touching stories of resilience. One, a modern-day slavery victim, used a donated MacBook Air to launch his DJ career.
According to the SocialBox.Biz team, “Every old MacBook sitting in a corporate storage room is a real chance to change a life whilst also helping protect the planet. Our Spring Clean campaign makes it easy for companies to declutter, meet social impact targets, and create a lasting social impact. We’re calling on London businesses to act now.”
By prioritising reuse over corporate recycling of old macbooks and other computers and IT hardware, SocialBox.Biz helps companies reduce Scope 3 emissions and waste.
Donating also boosts community engagement and can positively impact share prices. SocialBox.Biz ensures secure data wiping and offers flexible donation options from parcel labels for small collections to UK-wide pickups for larger ones.
Since its founding, SocialBox.Biz has partnered with major companies and organisations achieving milestones such as its 1000th laptop handover in 2020. Now, the organisation is scaling its efforts to meet ambitious goals by 2030, aiming to provide essential access to computers and promote sustainability.
SocialBox.Biz recently hosted events to encourage donations for Earth Day 2025. Learn more now by visiting https://www.socialbox.biz/
SocialBox.Biz boosts corporate impact in London and across the United Kingdom by accepting Apple iPhones, iPads, and MacBooks for its digital inclusion tech reuse initiative.
Roffey Park Institute to Host Virtual AI Conference Exploring the Human Future of Work
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Roffey Park Institute, an internationally renowned centre for executive education and organisational development, will host its Virtual AI Conference 2025 on 18th June.
It's described as a timely gathering that tackles one of the most urgent questions facing global workplaces today: how can we shape a human-centred future of work in the age of artificial intelligence?
With AI reshaping economies, leadership, and culture at pace, the conference brings together world-class thinkers, executives, and practitioners for a day of bold ideas, live debate and practical insight. From the implications of AI for leadership and ethics, to its role in enhancing wellbeing, performance and equity at work, the event aims to spark dialogue and action across industries and borders.
Conference Highlights Include:
New Research: Exclusive findings from Roffey Park’s latest international study on AI’s impact on leadership, decision-making and organisational culture.
Keynote Speakers: Provocative sessions from thought leaders at the forefront of AI, sustainability, psychology and systems thinking.
Panel Discussions: Real-world perspectives from diverse global organisations using AI to tackle climate change, manage complex geopolitics and build inclusive workplaces.
Interactive Labs: Hands-on virtual spaces for leaders to explore responsible AI use in talent management, hybrid collaboration and strategic foresight.
“As AI accelerates disruption, leadership must adapt not only technologically, but also emotionally and ethically,” Dr Arlene Egan, CEO of Roffey Park Institute told That's Business. “This conference is about navigating complexity with humanity. We’ll explore not just how AI can work for us, but how it can uplift people and communities when used wisely.”
A Global Conversation with Local Impact
The event will feature case studies from Asia-Pacific to Europe, highlighting how organisations are embedding AI in ways that reflect local challenges and values. Delegates will hear directly from leaders transforming education access in rural areas, improving healthcare systems using predictive data, and navigating workforce reskilling in sectors hardest hit by automation.
Who Should Attend?
This event is open to senior leaders, HR professionals, change agents, policy makers, educators, and anyone passionate about the responsible, human-centred integration of AI in the workplace.
Register Today at https://www.roffeypark.com/ai
Trolling Your Competitors on Social Media: A Bold Strategy or a Potential Branding Backfire?
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One of the most controversial, and often entertaining, tactics? Trolling competitors.
From cheeky digs to full-blown social media feuds, this approach can skyrocket a brand’s visibility and engage audiences like few other strategies can. But is it all just fun and games, or is there a fine line between bold and belligerent?
Let’s unpack why trolling your competitors can work—and why it can also go spectacularly wrong.
Why Trolling Works: The Upside of Brand Banter
1. It Grabs Attention
In a sea of safe, samey content, a sharp-witted jab at a rival can break through the noise. Brands like Wendy’s, Ryanair, and Aldi have all gained huge followings with no-nonsense clapbacks and quick-fire responses that show personality.
2. It Humanises Your Brand
People don’t connect with corporate jargon—they connect with personality. Trolling, when done with humour and relevance, can make a brand feel more like a mate than a megacorp. It’s playful, reactive, and speaks the language of the internet.
3. It Builds Community
Good-natured roasting invites audiences to join in the fun. Whether they’re picking sides in a spat or sharing memes, social media users love being part of a cultural moment—and that means more visibility, engagement, and ultimately, reach.
4. It Shows Confidence
A bold brand is a memorable brand. Trolling a competitor, when handled correctly, signals that you’re confident enough in your own offering to poke a little fun. That swagger can be magnetic, especially for younger, digital-native audiences.
The Risks: When Trolling Turns Toxic
1. It Can Alienate Potential Customers
Not everyone appreciates sarcasm or shade—especially if the humour seems mean-spirited or out of place. What’s funny to one audience may feel petty, aggressive, or even bullying to another. That’s a fast way to lose trust.
2. It Can Backfire Publicly
There’s always a chance that a clever troll attempt could fall flat or be perceived as tone-deaf. If a brand punches down, gets the facts wrong, or misjudges the mood, social media won’t hesitate to point it out—and the backlash can be swift.
3. It Can Escalate Into a PR Nightmare
Start a war of words with a competitor, and you might not like how they respond. Worse still, you might encourage your own followers to behave badly, leading to toxic comment sections and headlines you didn’t plan for.
4. It Distracts From Core Messaging
If your entire persona is built around taking jabs at competitors, you risk becoming known more for your sass than your service. Over time, that can dilute your brand's actual value proposition and confuse your message.
Striking the Balance: Strategic Snark vs Social Sabotage
So, should your brand troll its competitors? Possibly—but with caution.
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Punch Up, Not Down: Aim your humour at those on a similar level or larger, never at small businesses or individuals.
Stay On Brand: Make sure your tone aligns with your overall brand voice. If you’re usually calm and professional, a sudden snarky tweet might feel jarring.
Focus on Value: Use banter as a gateway to highlight your strengths. A joke is great—if it ultimately leads people back to why you’re the better choice.
Know When to Walk Away: Don’t get caught in endless tit-for-tat threads. Be memorable, not maniacal.
Conclusion: Risky Business, High Reward
Trolling competitors can be a powerful way to boost engagement, showcase brand personality, and spark conversation. But it’s not a strategy for the faint of heart—or for brands without a clear plan. Approach it with creativity, care, and a good dose of emotional intelligence, and you might just earn yourself a spot in the social media hall of fame.
Or, at the very least, a few thousand retweets.
To conclude, recent research into the phenomenon of Troll Marketing by Mathieu Beal and Ivan Guitart, both Professors of Marketing at emlyon business school, with colleague Charlotte Lecuyer from the University of Auvergne has raised some interesting concerns.
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“One of the most famous examples of this approach was in 2018, when Wendy’s fired off a witty, aggressive tweet mocking McDonald’s fresh beef campaign.
"This resulted in over 180,000 likes, more than 22 times the amount of likes on the initial McDonalds post.
"This viral moment highlights how brands can use humour to boost visibility and outperform even the biggest names in their industry.”
The researchers strongly recommends managers favour affiliative humour as the safest strategy and warn social media managers against aggressive humour in an inappropriate context, as it can easily turn into a bad buzz and turn against them.
The findings show trolling works best when targeting direct competitors in a way that feels playful rather than malicious. Brands with a strong market position can take greater risks, while smaller brands should focus on friendly, affiliative humour.
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