"What if you only invest in companies whose customer you are?"
You become more aware of which companies you truly value and why. Plus: every time you buy their product, you literally feel like a co-owner. It gives you a completely different perspective on advertisements and company news - suddenly you become a fan of their quarterly earnings.
Joris (29), Rotterdam — accountant at a mid-sized company, collects sneakers
I was at Etos buying toothpaste and thought: hey, I spend money here every week, why don't I just become a part-owner?
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