There’s a pricing pattern emerging that challenges the way we usually think about value. It’s called the heritage discount — where sellers are willing to reduce prices for buyers who demonstrate respect for an item’s history. This runs counter to what we’d expect from traditional economic behaviour like the endowment effect, where people tend to overvalue what they own.
Instead, the heritage discount reflects something deeper. It’s about passing on something meaningful, not just maximizing every rupee.
Key Highlights
This concept isn’t just limited to second-hand markets. Brands are beginning to build this into their strategy:
- Digital tools that help people preserve or explore their personal or cultural roots
- Curated experiences that connect consumers with memories and heritage
- National park campaigns emphasising history, landscapes, and shared stories
- Product design tied to nostalgia and craftsmanship
What does it mean for marketers
In a world where consumers are flooded with choices, brands that help people connect with roots, stories, and emotional continuity will outlast those that compete only on features and price. The heritage discount isn’t just a pricing quirk — it’s a window into how people assign value in a connected world.
