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