The Ethical Pricing Dilemma

Many dog professionals struggle with pricing, especially those grounded in compassion and ethics. They want to be accessible. They care deeply. And they fear that charging “too much” will alienate those who need help most.

But undercharging isn’t ethical either - not if it leads to burnout, resentment, or unsustainable practice. Pricing is not just a business decision. It’s part of your personal and professional boundaries.

Why Fair Pricing Matters

Your time, skill and training have value. You offer not just services, but results, clarity, and emotional support. Your pricing should reflect that  fairly and confidently.

If you undervalue your work, it sends a confusing message. Clients may subconsciously question your professionalism, or fail to commit to the process.

Pricing Ethically Doesn’t Mean Being the Cheapest

Being ethical doesn’t mean being “affordable at all costs.” It means being honest, transparent and thoughtful. You can have fair pricing and still:

• Offer sliding scales or low-cost sessions at your discretion

• Refer to subsidised services when appropriate

• Educate clients on the value of preventative, long-term support

  
  

How to Calculate a Sustainable Fee

Factor in more than your face-to-face hours:

• Prep and follow-up time

• CPD and professional memberships

• Insurance, admin, tools, travel

• Emotional labour and case complexity

  
  

Then ask yourself: Can I maintain this fee sustainably for the next five years? If not, it’s not a fair price - for you.

Be Transparent and Confident

State your pricing clearly. Avoid apologising or discounting unless it’s part of a wider policy. You don’t need to justify every figure, just be consistent and ensure your services are well defined.

Offer Value, Not Just Time

Communicate outcomes, not just duration. Instead of “60-minute session,” describe what clients will gain e.g. for a behaviourist it might be improved behaviour, personalised support and a strategy for lasting change.

This shifts the focus from price to value and helps clients appreciate the depth of what you provide.

Final thoughts …

Pricing ethically means respecting your own limits, your client’s needs and the value of your profession. When done thoughtfully, it creates boundaries, sustainability and trust which are the foundations of any ethical practice.