The percentage of consumers around the world who have ever changed product or provider due to one of the following reasons:
- “Lying about product performance (e.g., efficiency)”
- “Poor treatment of employees (e.g. using zero hours contracts)”
- “Product failures/recalls that affect me”
- “Making excessive profits from customers or public services”
- “Poor environmental record (e.g., pollution)”
- “Losing my data (e.g., being hacked)”
- “Having a very dominant position in the market which restricts competition”
- “Taking extreme steps to minimize their tax bills”
