In September 2019 the company announced that it was re-branding as a "purpose-led" living wage employer, changing its logo for the first time in 13 years. The company said that from April 2020 it will pay all 40,000 of its employees an independently verified "real living wage". This will involve a pay rise for almost 6,000 employees. The rates, which are set at the basic income needed to cover the real cost of living, are overseen by the Living Wage Commission.