This source, "Marketplace Dignity: Transforming How We Engage with Customers Across Their Journey" by Lamberton, Saldanha, and Wein, explores the crucial concept of dignity in business practices. The authors argue that respecting customers' inherent worth throughout their interactions, from initial exposure to post-purchase engagement, yields significant benefits. The book introduces a three-lever framework of representation, agency, and equality to help organisations integrate dignity into customer journeys. Through various examples and case studies, the authors illustrate how affirming customer dignity fosters loyalty, strengthens brand reputation, and contributes to broader societal well-being, while neglecting it can lead to damaging consequences.

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