In Marketplace Dignity: Transforming How We Engage with Customers Across Their Journey, Cait Lamberton, Alberto I. Duran Distinguished Professor of Marketing, along with Neela Saldanha (Yale) and Tom Wein (IDinsight), explores how protecting customer dignity boosts loyalty, brand reputation, and repeat transactions. To achieve this, they suggest three actionable levers to act on in the customer journey, which include representation, agency, and equality. As an example, Southwest affirms their customers’ dignity by removing its open seat policy, reducing customer stress, and giving them more control in their airline experience.