Pricing is more than just a number on a tag. For plant-based, ethical, and eco-friendly brands, it’s a narrative. It tells a story about the values your brand holds, the promise you’re making to your customers, and the impact you’re creating. In a world where consumers are driven by values as much as price, especially in the vegan and eco-conscious space, pricing becomes an integral part of your brand’s message.

Recently, we’ve seen brands like Nestlé and P&G grapple with pricing strategies in the face of rising costs and shifting customer behaviors. Nestlé is using discounts to lure back disillusioned customers, while P&G has dug in, holding the line on high prices. These are two distinct approaches, but for purpose-driven brands, neither approach is sufficient on its own.

Your customers—people who care about the planet, animal welfare, and sustainability—aren’t just buying products. They’re buying into a story, your story. But here’s the catch: even the most loyal, value-driven customers have a price limit. It’s called the “indifference point,” where the cost of sticking with your brand outweighs the perceived value of the ethical choices they make. Studies show that even committed customers start to look elsewhere when prices exceed their internal threshold by around 10%.

So how do you find that sweet spot? It’s not about discounting to attract deal-seekers. That only dilutes your message and brings in the wrong crowd. Instead, it’s about understanding what your customers truly value through strategic tools like price elasticity research and conjoint analysis. These insights help you price your products in a way that reinforces your brand’s integrity, not undermines it.

When you price with intention, you’re not just setting a number—you’re reinforcing the emotional connection your customers have with your brand. You’re telling them that their choice matters, that their values are aligned with yours, and that they’re making a difference. And when the story of your pricing aligns with the story of your brand, you’re not just building sales—you’re building trust.

And trust, in the long run, is priceless. It’s what fuels word of mouth, cultivates loyal communities, and makes people proud to recommend your products. Pricing thoughtfully isn’t a tactical decision; it’s a strategic one, rooted in empathy, transparency, and a deep understanding of your customers’ worldview. When your pricing strategy reflects the values of your audience, it becomes an essential tool for building not just a successful business, but a movement.

I trust you’ll enjoy and benefit greatly from these insights✌🏾For user centric plant-based content, make sure to follow me @dffrntwrdBG