optimal pricing is not always about charging less A Nielsen Report in 2016 found that 66% of those surveyed would pay more for sustainable goods. Further, the study found an increase from 50% in 2013 to 55% in 2014. It would seem that the issue was not researched in 2015. It is apparent that we […]

optimal pricing is not always about charging less A Nielsen Report in 2016 found that 66% of those surveyed would pay more for sustainable goods. Further, the study found an increase from 50% in 2013 to 55% in 2014. It would seem that the issue was not researched in 2015. It is apparent that we are yet to discuss how much more consumers would pay for sustainable goods, or to determine what they consider to be ‘sustainable’. However, these findings suggest two things to me: Consumers will often pay more if there is more value Sustainability is increasingly seen as adding value The lowest price is not always the best price. There are things that people are prepared to pay for, and setting the optimal price involves much more than setting the lowest possible price. The Nielsen survey also found that: Sales of goods from brands with a demonstrated commitment…