Pricing for the Planet: Leveraging Sustainability as a Competitive Advantage with Fabien Cros

With 10+ years in strategic data-marketing, digital, AI and management consulting across sectors like automotive, travel, pharma, and BPO, Fabien Cros has been recognized for his knack to develop and deploy impactful, data-driven solutions. His expertise spans data consulting, AI solutions, UX, marketing analytics, and more.

In this episode, Fabien shares successful case studies, such as Patagonia and Decathlon, demonstrating how companies can transition to more sustainable business models and achieve higher profitability. Also, learn practical advice and strategies that can be directly applied to a company's business operations, helping make informed decisions and drive impact.

Why you have to check out today's podcast:

• Discover how to incorporate sustainability into your business models and pricing strategies, gaining valuable insights along the way
• Gain in-depth knowledge and practical advice on leveraging sustainability as a competitive advantage, backed by real-world examples and data
• Learn why there is a significant untapped market for sustainability-focused products and services, making it relevant for businesses aiming to capture new customer segments and drive profitability

"Go in depth, over-segment your market because you need to understand this new trend emerging around sustainability. Because it's a major untapped market for a lot of brands and companies."

- Fabien Cros

Topics Covered:

01:52 - How he got into pricing

03:43 - Introducing the concept of integrating pricing strategies with sustainability goals

10:25 - Discussing the challenges and benefits of integrating sustainability into pricing strategies

14:23 - Delving deeper into the concept of sustainability in pricing -- that sustainability is more than just a feature; it's a fundamental shift in business practices

18:30 - Acknowledging challenges integrating sustainability in pricing but also highlighting growing consumer awareness and regulatory pressures around sustainability

22:46 - The potential for sustainability as a competitive advantage in pricing strategies

27:21 - Examples of large companies successfully integrating sustainable practices

30:23 - Fabien's best pricing advice

Key Takeaways:

"What we say with Pricing for the Planet is, move to what we call 21st century concept which is value-based pricing. That way you can create additional revenue and additional profits. That way you can invest into sustainability." - Fabien Cros

"The data is showing us that you have a subset of the population. They're so passionate and they're so convinced that it's crucial that you cannot forget this market and this market segment could actually fuel a lot of the money and a lot of the financial need that is required to move to a more sustainable business model." - Fabien Cros

"We are trying to convey this message that sustainability could be viewed as a feature for the end users, but it's a new way of doing business." - Fabien Cros

People/Resources Mentioned:

• Accenture: https://www.accenture.com/
• Stephan Liozu: https://impactpricing.com/podcast/582-segmentation-strategies-uncovered-driving-revenue-through-focus-and-value-with-stephan-liozu/
• Schneider Electric: https://www.se.com/ww/en/
• Patagonia: https://www.patagonia.com/home/
• Doc Martens: https://us.rewair.drmartens.com/
• BCG: https://www.bcg.com
• Michelin: https://www.michelinman.com
• Decathlon: https://www.decathlon.com

Connect with Fabien Cros:

• LinkedIn: https://www.linkedin.com/in/fabien-cros-3b66a332/
• Website: https://www.pricingfortheplanet.com/

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: mark@impactpricing.com