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Reward Principles

The objective of our remuneration approach is to attract, retain and motivate employees of the highest calibre at all levels of our organisation and to sustain the delivery of high levels of performance without paying more than is necessary.

Which? is unusual: it is a social enterprise that sits within the charitable sector and is regulated by the Charity Commission, and its charitable parent organisation, the Consumers’ Association, does not rely on fundraising, government funding or grants. All direct charitable activity is funded through the commercial activities of Which? Limited and Which? Financial Services Limited. As a not-for-profit organisation, we use all the money we make from our commercial operations to support the activities of the Which? group, with the aim of protecting consumers and making their lives simpler, fairer and safer. The remuneration approach underpins and supports this.

What are our Reward Principles?

We have a Total Reward approach to rewarding our people that goes beyond salary and includes both financial and non-financial benefits such as variable pay, recognition, pension, insurance benefits, 28 days annual leave, enhanced family and sickness, a wide range of wellbeing activities and access to Which? products and services. Our approach aims to motivate existing employees to help us fulfil our purpose and also attract new talent to Which?. Our approach is governed by some guiding principles that act as the framework for all reward decisions:

Open, transparent and free from bias

We talk openly about reward at Which? so that everyone understands our approach and how it works and what it means for them. Everyone should have the necessary information to have meaningful conversations and be confident that our approach is free of bias and Reward opportunities are open to all. 

Reflective of and appropriate for a not-for profit organisation

Our reward approach is designed to enable us to retain, motivate and attract high performing talent to achieve our purpose, whilst respecting our reputation, our responsibilities as a charity and our long-term sustainability.

Recognises contribution

Our offer recognises collective organisational success and individual contributions to that success. 

Informed by our colleagues

We actively involve our people to inform and develop our approach to reward so that it resonates with everyone and strengthens employees’ connection with Which?.