Season 9, Episode 7: ESG and Customer Experience: Why It Matters More Than Ever

Episode notes

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.

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