People want to make ethical choices, and the research bears this out //PERCENTAGE of people we surveyed said that they’d actively switch to companies that contributed more to society. Whether it’s something as easy to change as a broadband provider or something as complex as a mortgage with their bank, the message is clear — people want to make the most ethical choices that they can.It isn’t always easy to do this, though. Comparing the prices of mobile phone plans on the basis of price is hard enough, but comparing companies on their charitable and social footprint is almost impossible for the average person to do. We’ve spoken with //NUMBER of people, and the message is loud and clear — it’s just too confusing for people to make informed decisions about what the most impactful and ethical choices they can make for their service providers in most areas.