What is the reputational cost for those who choose not to comply with GDPR EU representation?

I think the reputational cost of non-compliance with the GDPR is unquantifiable really but it’s probably the biggest risk that most businesses face, because I think more and more now people are valuing their privacy and their data protection rights and their understanding of what that entails. When they see businesses who ignore that or disregard it and don’t observe basic compliance in relation to it, the prospect and the potential for damage and harm to businesses is far greater than any potential legal sanction that can be imposed by the authority, or by civil liability.