The role of business in society is often criticised, and prices are at the centre of the debate. The first goal of this session is to clarify the broader implications of the pricing policies of organisations. Typically, prices impact access to the market and the norms and expectations that customers hold about a trade. Prices also guide attention and dictate what customers do (or avoid doing). The second goal is to take these insights and lay the foundations for a revenue strategy that is at once profitable and responsible.