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Brands are pricing products for social change

by Futures Centre, Apr 11
1 minute read

Brands are often challenged about their claims of caring about their community. Now some are putting money where their mouth is.

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In the UK, Tesco is providing discounted products for families receiving government welfare. Another brand, AnchorFree, provides free software to Venezuelans to support them in bypassing government internet censorship.

A report by trendwatching.com calls this new trend ‘sympathetic pricing’, defined as “Flexible and imaginative discounts that help ease lifestyle pain points, lend a helping hand in difficult times, or support a shared value.” The report highlights several examples from across the world of companies providing sympathetic pricing to support communities and promote their values.

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