{"id":15753,"date":"2024-10-15T13:09:22","date_gmt":"2024-10-15T11:09:22","guid":{"rendered":"https:\/\/www.thom.eu\/?p=15753"},"modified":"2025-12-21T22:32:53","modified_gmt":"2025-12-21T20:32:53","slug":"marketing-with-integrity-true-pricing-explained","status":"publish","type":"post","link":"https:\/\/thom.eu\/nl\/inspiratie\/pricing\/marketing-with-integrity-true-pricing-explained\/","title":{"rendered":"Marketing with integrity: true pricing explained"},"content":{"rendered":"\n
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Imagine walking into a store and knowing the true cost of every product on the shelf \u2013 not just the price tag, but also the environmental, social, and hidden economic costs (embedded within). True pricing aims to unveil these layers, to show consumers the real impact of their purchases. Can true pricing change the behavior of buyers? Is it a passing trend or here to stay? Let\u2019s find out.<\/span>\u00a0<\/span><\/p>\n

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What is true pricing?\u00a0<\/strong><\/p>\n

Does the price you pay for a pair of jeans, a T-shirt or a chocolate bar truly reflect actual production cost? The answer is a resounding NO.\u00a0<\/span>External factors, like environmental impact or social effects, are seldomly accounted for in the market price<\/span><\/b>.\u00a0<\/span>\u00a0<\/span><\/p>\n

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Let\u2019s look at the store price of a T-shirt: you have some fixed costs, some variable costs, your margin, and an eventual price tag. But are you factoring in the cost of water pollution? Color dying? Workers who might be underpaid? CO2 pollution? Transport costs? Presumably not. Not just because the price of your shirt could skyrocket, but also because some of these factors are difficult or nearly impossible to measure.<\/span>\u00a0<\/span><\/p>\n

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Market price vs. true price<\/span><\/b>\u00a0<\/span><\/p>\n

Market price<\/span><\/b>: the actual price consumers pay in the market.<\/span>\u00a0<\/span><\/p>\n

True price = market price<\/span><\/b>\u00a0<\/span><\/p>\n

+<\/strong>\u00a0<\/span>Environmental costs<\/span><\/b>: (These include) costs related to resource depletion, pollution, carbon emissions, and other environmental impacts associated with the production, use, and disposal of the product.<\/span>\u00a0<\/span><\/p>\n

+<\/strong> Social costs<\/span><\/b>: (These involve) labor conditions, community impacts, health effects, and other social implications of the production and consumption processes.<\/span>\u00a0<\/span><\/p>\n

+ Economic costs<\/span><\/b>: (This includes) both direct and indirect economic impacts, such as subsidies, taxes, and long-term economic sustainability.<\/span>\u00a0<\/span><\/p>\n

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This price aims to reflect the full societal cost of a product or service.<\/span>\u00a0<\/span><\/p>\n

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Benefits & challenges\u00a0<\/strong><\/p>\n

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\u2018True pricing\u2019 is challenging but may well be worth it. Let\u2019s look at some of the benefits and challenges most companies face when exploring it.\u00a0<\/span>\u00a0<\/span><\/p>\n

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On top of that, true pricing can raise a lot of questions about both your product or service and the industry in which you\u2019re active:<\/span>\u00a0<\/span><\/p>\n