Aims/priorities: This funding will support research projects aiming to improve understanding of the specific consumer harms diverse and disadvantaged communities experience, and develop evidence-based solutions.
This year, Which? is seeking proposals specifically in two policy areas:
- Next-generation energy business models supporting the clean energy transition.
- Online choice architecture.
In each of these areas, Which? is interested in funding work that:
- Improves understanding of consumer harms affecting diverse and disadvantaged communities in relation to these topics.
- Identifies and tests evidence-led, pragmatic solutions to consumer harm experienced by diverse and disadvantaged communities in these areas.
- Develops partnerships and encourages collaborative work around these topics.
Who can apply? Applications will be considered from UK registered charities, UK universities that are exempt charities and not-for-profit Community Interest Companies (CICs) registered in the UK.
UK registered charities must have:
- A Board of at least five independent trustees or directors.
- Their own bank account.
- At least one set of annual accounts published on the Charity Commission website, covering a 12-month operating period.
Community Interest Companies (CICs) must have:
- A not-for-profit clause in their company articles.
- An asset-lock in place.
- At least three independent non-executive directors.
CICs may be incorporated as a private company limited by guarantee or a private company limited by shares under Schedule 2 of the Companies Act.
Applications that involve partnerships are welcome as long as the lead organisation meets the eligibility criteria and the relationships and division of labour between the parties is clearly set out in the application.
Grant amount: There is a total funding pot of £75,000.
There is no set minimum or maximum grant.
It is anticipated that a small number of high-quality projects will be funded. Applicants should cost their project based on what they need.
It is expected that projects will take up to 12 months to complete.
Application process: There is a two-stage application process:
- Stage 1 (outline) applications are initially accepted with notification of short-listing within approximately six weeks. The deadline to submit a Stage 1 application is 30 March 2026
- Stage 2 applications (by invitation only to successful stage one applicants) will be accepted for an 8-week period. Notification of decisions within approximately 10 weeks. The deadline to submit a Stage 2 application is 11 May 2026.
The Stage 1 (outline) application form is available upon request by sending an email to Raveene-Jonelle Dompreh
The guidance notes and FAQs can be found on the ‘Consumer insight’ page on the Which? website.
An organisation can only submit one application for funding per funding round.
Applicants who have questions or need support with the application process may contact the Which? Fund via email.
Deadline: Monday 30 March 2026.
Contact information: funding@which.co.uk