In this thought-provoking episode of The Experience Perspective, host Helen Bywater-Smith sits down with Sue Phillips, Ipsos's Global Lead for ESG, and James Bland, Commercial Director for Travel, Hospitality and Leisure, to explore the critical intersection of Environmental, Social and Governance (ESG) principles and customer experience.
Why ESG Matters for CX
Despite headlines suggesting companies are retreating from sustainability commitments, the reality tells a different story: 87% of companies actually increased their ESG investment in 2025. Meanwhile, 78% of customers agree we're heading toward environmental disaster without rapid change. The challenge? Customers feel overwhelmed and expect brands to take the lead. This creates a powerful opportunity for CX leaders to differentiate through meaningful ESG integration that enhances, rather than compromises, the customer experience.
Three Key Insights
1.Mind the Say-Do Gap
While public ESG communication has quietened, private action continues. But be aware: if you promise sustainable practices, you must deliver consistently. Misaligned frontline incentives can break promises and erode trust through cognitive dissonance.
2.ESG is the Tiebreaker That Pays
Sustainability won't override core experience factors, but it decides close calls. Research shows that customers, particularly those in luxury tiers, will pay up to 30% more for genuinely sustainable experiences. And the Ipsos CX Force "Belonging”, doing good for people, society, and planet, directly drives advocacy and retention.
3.Shift From Morality to Materiality
Move beyond "it's the right thing to do" to "it's a business imperative." Frame sustainability around customer benefits, adopt a service mindset "we'll do it for you" beats "you should do it", and remember: even climate sceptics adopt sustainable behaviours when they save money.
On the podcast we discussed our CX paper on ESG https://www.ipsos.com/en-uk/embedding-esg-experience
If you’d like to reach out and discuss how Ipsos can help to connect your CX strategy with ESG goals, reach out to Helen, Sue and James.
