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Which? is the UK’s consumer champion.

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Summary of company mission statement

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 will be more representative of society, deepening our insights and giving us a more powerful voice. We’ll be more relevant to more consumers, a bigger part of their daily lives than ever before.

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