Trend Fairness in pricing and policy converges with product quality as the value test

Summary

Capgemini's first chapter recasts value as the meeting point of fairness and quality. Shoppers expect more than a competitive price: they want transparency, ethical conduct, and uncompromised standards throughout the journey. Fairness here covers pricing, store policies, and how customers are treated, and it must line up with strong product and service performance. The report argues that when the two align, trust and loyalty follow and one-off purchases turn into lasting relationships. Brands are therefore judged on whether they deliver real value, not only goods.