Make price a reflection of your values

Position the price as a component of the company's responsible and ethical intentions. For example, Southwest Airlines price fairness in the name of its approach to service: On its website, the airline describes "Transfarency" as a "philosophy in which customers are treated honestly and fairly, and low fares actually stay low — no unexpected bag fees, change fees, or hidden fees."

From a linguistics standpoint, this applies to the rule of relevance:

• Communicating about the company's ethics.
• Connecting price to that message.
• Hoping the customer makes the connection between the two.