Best Practice Report

Best Practices To Activate Sustainability In Customer Journeys

June 21st, 2022
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
Joana de Quintanilha, VP, Principal Analyst
Joana de Quintanilha VP, Principal Analyst
Melissa Chaudet, null
Melissa Chaudet
With contributors:
Martin Gill , Stephanie Balaouras , Ayse Yedekci-Schelhaas , Rachel Birrell

Summary

Customers want to make more environmentally informed decisions and embrace sustainable behaviors. They expect brands to provide options that will help them fulfill their aspirations in ways that are price conscious, that don’t sacrifice product performance, and that still maximize convenience. Customer experience (CX) teams play a key role in highlighting the sustainability moments that matter for customers, making sustainability tangible in customer journeys by activating it at different phases of the customer lifecycle, and nudging customers to adopt environmentally friendly behaviors.

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