Cologne/London, November 12, 2025 – How do new market players manage to shape public perception with fewer resources than their established competitors? A new UNICEPTA study shows that challenger brands are increasingly gaining visibility through purpose and community-driven effects—at a time when trust and relevance matter more than sheer reach. The findings reveal how these new entrants are reshaping public discourse: brands that take a stand and engage with socially relevant issues get heard, even without dominating the media landscape.
To quantify this shift, UNICEPTA analyzed millions of online and social media posts, examining how strongly brands are associated with socially relevant topics—and how these links translate into resonance and trust.
Revolut and Octopus Energy use referral links and bonus incentives so effectively that their brands appear even in unrelated online contexts. In November 2024, Revolut recorded its largest surge in earned media since tracking began—with more than a 120% increase in positive mentions within just a few weeks. Octopus, meanwhile, benefits from a consistently high level of trust and stands out as the only brand in the sample maintaining a positive sentiment over a 12-month period.
While these disruptors grow organically through community dynamics, many established brands like HSBC or BP are primarily engaged in reactive crisis communication. BioNTech remains a symbol of innovation but continues to face lingering vaccine debates. Rivian, in turn, illustrates how strongly political polarization can shape public perception—and how
even substantial investments don’t guarantee resonance.
“Our data shows a new power dynamic between brands and their audiences,” explains Tom Foley, Insights Director at UNICEPTA. “When people talk about energy prices and Octopus Energy, they’re really discussing social fairness—and when Revolut gets shared, it’s about belonging, not interest rates. Disruptors activate conversations, while many established brands merely observe them.”
Key Findings
• Referral effect as a growth engine: Revolut and Octopus benefit strongly from viral recommendations and bonus links—often appearing in content unrelated to their core industries.
• Partnerships as both accelerator and risk: BioNTech’s collaboration with Pfizer boosts visibility but prolongs negative COVID-related debates.
• Political resonance spaces: Octopus effectively taps into societal topics such as energy prices and sustainability; Rivian has become a symbol of political division in the US.
• Reputation beats volume: Octopus Energy is the only brand in the sample to maintain consistently positive sentiment over twelve months.
The findings make one thing clear: visibility today is no longer driven by reach alone, but by relevance. Brands that credibly engage with societal issues and control their own narratives earn trust—regardless of their size or market heritage. Partnerships and political alignment can amplify that effect but also risk letting external debates overshadow brand identity.
UNICEPTA analyzed online news and social media posts from September 2024 to July 2025 across four industries (banking, pharma, automotive, and energy). Metrics included reach, sentiment, and narrative framing. The full study—featuring industry rankings, insights, and data visualizations—is available with this press release.
About UNICEPTA
UNICEPTA is a global leader in media and data intelligence, empowering organizations to make smarter, faster, and more responsible decisions. Combining human expertise with
With more than 30 years of experience, UNICEPTA supports leading corporations, institutions, and NGOs worldwide—providing Trusted Intelligence that enables clients to navigate the dynamics of media, politics, and society with confidence.
AI-powered technology, UNICEPTA transforms complex information into actionable insights that drive communication, reputation, and strategy.
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