In 2014, inspired by campaigns highlighting the tax-dodging habits of large global corporations, Londoner Steve Pottinger decided to take direct action. He found out that his coffee shop of choice, British chain Caffé Nero, was not paying any corporation tax, so he returned his loyalty card with an explanatory letter, which he posted on Facebook. He pointed out that if he was going to be loyal to Caffé Nero, the owners needed to give back to the society where they traded. “Until such time as you start showing the same loyalty to the common good that you expect your customers to give to your business,” Pottinger signed off, “I’ll be buying my coffee elsewhere.” The Facebook post soon garnered sustained attention, and Caffé Nero was forced to defend itself, excusing its actions on the grounds that it was not engaging in the notorious practice of transfer pricing that Starbucks and Amazon used to avoid tax....
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