Episode 67 How Everlane have harnessed the principle of fairness to grow their brand
Everlane’s rise in the fashion industry is built on a commitment to radical transparency and fairness, positioning its competitors as unfairly exploitative. In this episode, we explore behavioral science experiments by Werner Guth, Sally Blount, and Richard Thaler, showing how framing competitors as unjust can disrupt consumer apathy. We dive deep into the practical marketing applications of leveraging fairness as a competitive advantage.
Episode Highlights
Guth's ultimatum game proves people reject unfair offers—even at their own expense—highlighting how deeply fairness is wired into decision-making.
Blount's study shows that perceived fairness can override logic—people often reject better offers if they feel others got a better deal.
Thaler's research finds that customers tolerate price hikes more when they believe it's due to increased costs—not companies taking advantage.
Resources & Useful Links
See below for additional resources from this week's episode.
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