A properly functioning EU Single Market brings tangible benefits to consumers in terms of more choice and better prices for goods and services as well as the promise of high levels of product safety and consumer protection. However, the Single Market must evolve to meet consumers’ growing expectations that markets make sustainable choices affordable and attractive and that a human-centric digital transformation benefits consumers. This is why the Single Market must become an instrument to not only facilitate trade within the EU but also to improve conditions for consumers and develop a fairer and more sustainable economy.