By Elena Siniscalco Since the early 2000s, the Financial Conduct Authority has been pushing hard on its “treating customers fairly” agenda. The principles behind the new consumer duty, telling retail firms to give customers a “good outcome”, are not entirely original. But the burden put on financial services firms to be proactive in the execution of that duty – that is new. In the past, firms could operate a buffet – they could lay out a series of options, healthy and unhealthy, and let the customer choose what option they wanted. They might offer a menu which would describe the products, list…