Behavioral Science For Brands: Leveraging behavioral science in brand marketing. How Everlane have harnessed the principle of fairness to grow their brand
May 8, 2025
Everlane has carved a niche in the fashion world by emphasizing transparency and fairness. The discussion highlights how brands can challenge consumer indifference by portraying competition as unfair. Insights from behavioral science experiments reveal that fairness strongly influences buying decisions and perceptions of pricing strategies. The importance of framing and communication in marketing is also explored, emphasizing how ethical practices can cultivate brand loyalty and trust among consumers.
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Fairness Drives Consumer Behavior
- Positioning yourself as fair and your competitors as unfair can strongly influence consumer choices.
- Humans are evolutionarily wired to punish perceived unfairness even at personal cost.
Ultimatum Game on Fairness
- Werner Guth's Ultimatum Game shows people reject unfair money offers to punish unfairness.
- Participants prefer both getting nothing to accepting a small unfair share, highlighting humans' fairness sensitivity.
Fairness Overrides Higher Pay
- Sally Blount's study found people reject higher pay if they learn others got paid more.
- Participants prefer less money than feeling unfairly treated, showing fairness outweighs self-interest.
