Over recent years, we’ve seen a fundamental shift in customer expectations. Whether in water, transport, healthcare, or public services, people are increasingly demanding clarity on how decisions are made, how services are priced, and what value they’re receiving. It’s no longer enough to simply deliver a service, organisations must demonstrate fairness and openness in how they operate.

This trend towards transparency isn’t slowing down. Across our work with clients in multiple sectors, we consistently see that building trust through clear, accessible information has become a competitive necessity, not just good practice.

Our recent market research for the Competition and Markets Authority’s review into veterinary charging practices provides compelling evidence of this shift, and why it matters. The CMA’s findings, informed by our research, revealed that pet owners pay 16.6% more on average at large vet groups than at independent practices, highlighting significant transparency gaps in the £6.3bn veterinary market. The research also found that owners were often unaware of the prices of common services and whether their local practices were part of large national chains. With no effective way to compare vet prices, customers may be paying twice as much for common medicines from practices than online – often hundreds of pounds more.

The CMA’s 21 proposed measures (from capping prescription costs at £16 to requiring comprehensive price lists and itemised bills) reflect what we’re seeing across industries: customers expect, and deserve, clarity before they commit to services, particularly for significant expenses.

The final decision is expected in March 2026.

Link to Accent’s published report