Generally speaking when people don't buy a certain good or service we would say that the product is at fault.... however:
when UK saver refuse to invest in shares, it is not financial serves at fault but rather savers (who need to be 'educated' & incentivised)...
When workers refuse jobs with rubbish terms & conditions (from zero contracts to low pay etc.), then its the workers who are at fault, not the employers' unwillingness to offer 'good work'.
Both 'market choices' surely?