Trendwatch: Sympathetic pricing

This article explains how brands can use 'sympathetic pricing' - flexible pricing which ease lifestyle pain points - to show they care or build on shared values.

Trendwatch: Sympathetic pricing

David MattinTrendwatching.com

Brands are constantly reassuring consumers that they care. Care, that is, about everyday lifestyle challenges that individual consumers face, as well as the big problems we all share – sustainability, social responsibility and more. Most consumers don't believe them.

When it comes to being a truly human brand, most people think brands still don't get it. In fact, only 5% of consumers in the US and UK believe big businesses are very transparent and honest (Cohn & Wolfe, October 2013). One credible way for brands to overcome this scepticism? Sympathetic pricing: flexible and imaginative...

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