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Our vision

By 2024 we’ll be more relevant to more consumers, a bigger part of their daily lives than ever before...

By 2024 we’ll be the UK’s most famous brand for championing consumers. Everyone will know we make life simpler, fairer and safer by offering independent advice, influencing businesses and policymakers, and tackling even the most sophisticated online consumer harm. We’ll have more members who are more representative of society today, deepening our insights and giving us a more powerful voice.

New revenue streams will mean more for us to spend on protecting consumers. Our free offer will make us more accessible, so more people will know that Which? is on their side. Our products and services will be a breeze to use, with every experience more personalised. And our content will have more direct impact, appearing more regularly in the right channels at the right time.

Sustainability will be second nature to us, and we’ll be unmistakably diverse and inclusive – more flexible in the way we work, with systems and processes that make it quick and easy for us to get our best work done.

By 2024 we'll be more relevant to more consumers, a bigger part of their daily lives than ever before.

Which?