Business & Technology
UK consumers shun cold calls without trust signals
MaxContact has published research suggesting UK consumers are unlikely to answer unsolicited business calls without prior trust signals. The findings point to a shift in how outbound calling works in contact centres.
The company’s Voice of the UK Consumer 2026 study surveyed 1,000 UK adults who had interacted with a company contact centre in the previous 18 months. It found that 82% of respondents would be more likely to answer if caller ID clearly showed the company name, 80.5% if they received a pre-call text or email, and 87% if they were expecting the call.
The results suggest the traditional cold call is losing ground as consumers become more cautious about unknown numbers. The study links that caution to scam activity, spam calls and broader awareness of digital risks.
Rather than serving as the first point of contact, the phone call is increasingly becoming the final step in a longer communication chain. In that model, companies are expected to establish recognition and context before an agent tries to speak to a customer.
Trust signals
For contact centres, that means pre-call texts or emails, branded caller ID and number reputation management are becoming more central to outbound strategy. The aim is to give recipients a reason to recognise the caller and understand why contact is being made before the phone rings.
The report argues that this is not only an operational issue but also a measurement problem. Businesses should reconsider how they assess outbound performance, especially where headline answer-rate data may conceal a broader pattern of customer avoidance.
One recommendation is to audit the “avoidance score”, which it defines as a measure of how many consumers actively choose not to answer calls from a sector or company. Businesses, it argues, should separate customers who will never engage from those who may answer if they receive enough reassurance in advance.
That approach would move contact centres away from using total avoidance as a simple benchmark. It would also frame gains in answer rates as gradual improvements among reachable customers, rather than a broad reversal in consumer reluctance.
According to the report, some people will continue to ignore outbound calls regardless of the approach used. But a meaningful share of consumers may still engage if businesses provide enough information and recognition before making contact.
Ben Booth, chief executive officer at MaxContact, commented on the findings.
“Cold calling in its traditional sense is becoming less effective because consumers are no longer willing to take the risk of answering unknown calls. They want reassurance before they engage, and because there are so many scams and fake callers out there, we need to recognise that in many cases, those customers are doing the right thing to keep themselves safe,” Booth said.
He said the findings should prompt a broader rethink of outbound contact strategy.
“With that in mind, we need to change our outbound strategies. It’s no longer about how many numbers you can dial. It’s about how many customers are willing to connect and how prepared they are when the phone rings. The contact centres seeing the best results are the ones making sure they are recognisable before they call, giving customers a clear reason to engage, and measuring success based on meaningful conversations, not just attempts,” Booth said.
His comments reflect a wider challenge for businesses that still rely on outbound telephony for collections, service updates, sales and customer support. If customers increasingly screen unknown calls, companies may need to spend more on the communication steps that happen before an agent makes direct contact.
That could also affect how managers judge returns from outbound operations. If contact rates depend less on dial volume and more on prior customer recognition, traditional productivity measures may become less useful on their own.
For sectors where urgent customer contact matters, the findings add pressure to make calls identifiable and expected. “Outbound calls still work, but only when the pre-engagement work has already been done. If you are not giving customers a reason to expect your call, you are unlikely to get through to them,” Booth said.
Business & Technology
Oxford Vaccine Group seeks volunteers for world-first Ebola trial
The trial, known as BD-Ebov, is testing a candidate vaccine called ChAdOx1 Ebola BDBV Vaccine, developed at the University of Oxford using the same platform technology that underpinned the Oxford-AstraZeneca Covid-19 vaccine.
The backdrop is a serious one. In May 2026 the World Health Organisation declared a public health emergency of international concern after cases of severe fever and death linked to Bundibugyo virus were detected in the Democratic Republic of the Congo. The virus, normally carried by fruit bats, can cross into humans through contact with infected animals and then spread between people through direct contact with body fluids.
Until now, there has been no licensed vaccine specifically targeting this strain. The Oxford trial is the first attempt to change that.
Researchers are recruiting healthy adults aged 18 to 55 who are in good health and able to attend regular face-to-face appointments in Oxford. The study runs for a year, with up to 12 visits at the Headington site. Volunteers have blood tests at each visit, are reviewed by a study clinician, and log any symptoms in an electronic diary.
The first 10 participants form Group 1 and receive an initial dose followed by a six-month booster. The following 40 participants make up Group 2 and receive either a single dose of the vaccine or a saltwater placebo. The team is looking at both the safety of the vaccine and the immune response it triggers.
Volunteers are reimbursed for their time, travel and inconvenience. Group 1 participants can receive up to £1,200 and Group 2 participants up to £790 across the year.
The Oxford Vaccine Group has been part of the University of Oxford’s Department of Paediatrics for more than 30 years. In that time it has run trials involving over 150,000 participants around the world, and its work on typhoid conjugate vaccines and the Oxford-AstraZeneca Covid-19 vaccine has contributed to millions of lives saved.
The Ebola trial fits that pattern: a small group of volunteers in one Oxford building, taking part in something that could eventually matter thousands of miles away.
The team’s message to prospective volunteers is a simple one. One volunteer today, potentially millions protected tomorrow.
Further details about eligibility, the schedule of visits and what taking part involves are set out in the participant information sheet, and expressions of interest can be registered through the study’s sign-up page.
More background on the group’s history and its current portfolio of studies is available on the Oxford Vaccine Group website.
For a research centre tucked away on a quiet street in Headington, it is a reminder of how much of the world’s vaccine science still runs through Oxford.
Business & Technology
Couple at town fabrics shop celebrate its 30th anniversary
On one such day, a customer asked for “a five-metre high, Italian strung, theatre-type curtain”.
That may sound a challenge, but not for the Batemans, who immediately set to work and provided the necessary goods.
READ MORE: UK restaurant chain bids farewell in emotional goodbye
That has been the aim throughout at Freelance Fabrics, which this year celebrates its 30th anniversary in Kidlington shopping centre, off High Street.
It was one of about 30 outlets under the Fabric Warehouse name that opened in towns and cities throughout the country. The store in Kidlington is the only one that has survived.
It opened in 1996 and three years later, was taken over by David Cox who ran it until Mr and Mrs Bateman succeeded him on New Year’s Day 2022.
A recent article in a trade magazine gave them a glowing tribute: “Under them, it has maintained its reputation for good-value curtain and upholstery fabrics while expanding its quilting cottons, dressmaking fabrics, wool, sewing machines and overlockers. That growth reflects its customers’ habits.”
Mr Bateman served in the Royal Electrical and Mechanical Engineers (REME) and as a fire alarm salesman in his early career.
He admits he knew “absolutely nothing” about the fabrics trade when he and his wife moved into it.
He tells me: “We took over the shop just as Covid was ending, not knowing what was going to happen. Four and a half years later, we are still here and going strong.
“We have increased stock levels considerably, taken on sewing machine contracts and increased the range of fabrics and haberdashery.
“Fabrics, threads and wool are not easy to match online. Many customers still want to see and feel materials before buying. Equally important is the advice.
“While other stores around have unfortunately closed, we are setting up to be here for the future.”
Business & Technology
Oxford family butcher gains top sustainability award
Aldens, which has served Oxford and its surrounding counties for more than 235 years, has been awarded B Corp status – a mark awarded to businesses that meet high standards of social and environmental performance, transparency and accountability.
The certification places Aldens among a global community of companies committed to balancing profit with purpose, and it is the highest-scoring business in its sector.
Matthew Alden, managing director and a member of the seventh generation of the Alden family, said: “For 235 years we believe that success isn’t simply measured by profit, but by the relationships we build, the trust we earn and the contribution we make to our community.
“We’re incredibly proud that these values have now been recognised through B Corp certification.
“Although our business has changed enormously since 1793, our principles remain exactly the same – to treat people fairly, support British farming, produce exceptional food, ensure people eat well and leave the business stronger for future generations.”
The company achieved an Overall B Impact Score of 156.6, placing it in the top one per cent of B Corp companies in the UK.
Mr Alden said: “That is an achievement of which everyone at Aldens can be immensely proud, particularly because it reflects our performance across the business – from our Team and governance to our community and environmental impact.”
The business supplies meat to restaurants, pubs, schools, colleges, universities, and hospitality businesses across the UK, and also serves residents through its Oxford retail outlets, Meatmaster and Fishmarket.
It has sustained its Oxford roots while investing in modern facilities, keeping skilled employment and long-term career opportunities in the city.
Aldens also works with charities, schools, colleges, and community groups, reflecting its belief that businesses should contribute meaningfully to society.
Mr Alden said: “Being part of Oxford isn’t simply where we’re based—it’s part of who we are.
“We have supplied generations of Oxford families, schools, colleges and businesses, and we’re incredibly proud of those relationships.
“As a family business, we’ve always believed that if you look after your customers, colleagues, suppliers and community, the business will look after itself.
“B Corp confirms that those values remain just as important today as they were over two centuries ago.”
Environmental improvements are a core focus for Aldens.
The business has introduced more sustainable packaging, reduced waste, improved transport efficiency and worked with customers and logistics partners to lower emissions throughout the supply chain.
Aldens continues to support responsibly reared UK livestock, building long-term relationships with farmers who share its standards of animal welfare and environmental stewardship.
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