In a loyalty program, a company decides to implement a tiered rewards system that offers different benefits based on customer spending levels. The company must ensure that the program adheres to ethical considerations, particularly regarding transparency and fairness. If a customer spends $1,000 in a year, they receive a 10% discount on future purchases, while those who spend $2,500 receive a 15% discount. However, the company has received feedback that customers feel the program is not equitable, as some loyal customers are not being rewarded adequately compared to new customers who may receive promotional offers. What ethical principle should the company prioritize to address these concerns effectively?