Sustainable pricing requires the development of new pricing structures that are smarter than the traditional method of simply putting up prices because the cost of raw materials has increased.

So says Fabien Cros, founder of Pricing for the Planet and Data-Driven Growth Advisor at Google. Writing for WARC, he explains how sustainable pricing can help organisations have a positive impact on the environment, while also meeting the needs of their customers and ensuring profitability.

Why it matters

The summer’s soaring temperatures left no doubt about the urgency of tackling climate change. Sustainable pricing models, enabled by data and technology, are...