1、IPSOS VIEWSEMBEDDING ESG IN EXPERIENCE Strengthening customer relationships and doing right by the worldAUTHORSJean-Francois DamaisHolly WeaverMarch 2023ESG SERIESIncreasingly organisations are coming under pressure to do business more sustainably.81%of Ipsos Reputation Council Members say that poor

2、 ESG(environmental,social,governance)performance now has material consequences.1 As a result,ESG considerations are a key part of companies strategic plans and roadmaps.Communication campaigns are designed to drive awareness and positive perceptions around ESG agendas and address growing concerns am

3、ong citizens.But it is becoming increasingly difficult for companies to stand out and cut through,as most ESG commitments are,to a large extent,similar in nature.They currently mainly focus on making sure that processes and product/service delivery mechanisms comply with the need to minimise the imp

4、act on the environment.In some organisations,ESG commitments are thought of as a necessary cost to the business but this leads to missed opportunities to leverage ESG to create value for stakeholders.This paper proposes a shift in paradigm when it comes to ESG strategy.We argue that ESG should not b

5、e considered only as a cost or a necessary requirement,and that it is possible to do the right thing for the planet,people and society in a way that adds value and drives business benefits.ESG commitments,if grounded in the reality of customers,can translate into opportunities to create value and dr

6、ive stronger and mutually profitable relationships that lead to improved business performance.We outline the crucial role that Customer Experience(CX)can play in making ESG claims and engagements tangible,and share key principles to follow in order to create value whilst doing the right thing.ESG co