It’s time to put sustainability at the heart of customer experience transformation

31 01 2024

Sustainable CX transformation: both possible and essential, says Raymond Manookian of Zone / Image: Melanfolia via Unsplash

Raymond Manookian of agency Zone says that technological advancement and sustainability can go hand-in-hand, and brands can build meaningful relationships with consumers while building a better future. By Raymond Manookian | Design Director, Zone via The Drum • Reposted: January 31, 2024

The 28th Conference of the Parties to the United Nations Framework Convention on Climate Change, better known as Cop28, finished last month. It was a melting pot of ideas. Among them were unique insights and inspirations from the intersection of innovation and sustainability, which are particularly pertinent to those of us in the customer experience (CX) and digital transformation sectors.

It was clear at this meeting of global minds and ideas that environmental sustainability must be central to our future digital transformation endeavors. The conference crystallized the role of (and responsibilities within) the CX industry, providing fresh clarity on how we can move forward responsibly and sustainably.

Stakeholder and partner engagement are imperative in driving any such transformation. Inspiring a fundamental shift in mindset, where ecological sustainability is seen as just as crucial as economic growth, is critical.

Cop28 underscored that sustainability strategies must be implemented in context-specific ways, taking into consideration local cultural and environmental specifics. Companies need to adopt a flexible, adaptable approach, recognizing that solutions that work in one region may not be effective in another. To successfully navigate this variability, they should seek out diverse perspectives, engage local stakeholders, and strive to create inclusive, equitable solutions. By embracing a dynamic and context-sensitive approach, companies can develop compelling, relatable sustainability initiatives that are effective across global contexts.

Patagonia, a company renowned for its commitment to sustainability, is a prime example of how integrating sustainability into a brand can enhance its value and deepen customer loyalty. Patagonia and its peers have shown how embracing sustainability can enhance brand value and deepen customer loyalty, but this move towards sustainability is about more than just meeting consumer demand. It’s also about creating a more environmentally responsible and resilient future for all stakeholders – and a better world for future generations.

Technological advancements that benefit the environment

Better data analytics and insights have a crucial role to play in helping us to understand consumer behavior and to measure the impact of sustainability initiatives. Data is the foundation on which companies can build strategies to balance profitability with positive environmental impact. By using data to inform decision-making, companies can align their business objectives with environmental goals, creating a win-win situation for both the planet and their bottom line.

Artificial Intelligence is transitioning, too – from a mere business efficiency tool to an aid for sustainable development. While there may be concerns about the environmental costs of running AI, it’s also important to recognize its potential benefits to the environment. For example, IBM’s AI-driven weather technology assists farmers in making environmentally conscious decisions, while AI broadly has vast potential for resource management and environmental care. By leveraging AI’s capabilities responsibly and sustainably, we can harness its power to create a better future for businesses and the planet.

Building better business and a brighter future

The shift toward sustainability presents companies with an opportunity to drive positive change with CX. By embracing sustainable practices and integrating them into customer engagement strategies, companies can differentiate themselves in the marketplace and cultivate loyalty that extends beyond traditional marketing approaches.

Consumers increasingly seek brands that reflect their values. Sustainability can play a crucial role here. By demonstrating a commitment to sustainability and actively engaging customers in this journey, companies can build trust, foster a community of like-minded people, and drive long-term loyalty.

In CX and digital transformation, we’re continually evolving to reflect a deeper purpose. We’re not just creating and implementing digital solutions; we have an integral role to play in making sure technology and sustainability can harmoniously coexist. Each strategy we develop and every experience we design provides an opportunity to blend technical expertise with environmental commitment.

The insights from Cop28 underscore the importance of integrating sustainability into the foundations of our industry. We must incorporate sustainable solutions into existing practices while building a future where business success and environmental responsibility are inseparable. This requires a delicate balance between strategic foresight and practical action, with the decisions and innovations we make today laying the groundwork for a harmonious and sustainable future.

By treating sustainability as a value rather than a trend, and incorporating it into our decision-making processes and actions, the industry can demonstrate our commitment to responsible and forward-looking practices. However, the need for sustainable transformation is urgent, and the window of opportunity is narrowing. Businesses must embrace sustainability as a core value and work with stakeholders and partners to drive positive change. The time is now.

To see the original post, follow this link: https://www.thedrum.com/opinion/2024/01/30/it-s-time-put-sustainability-the-heart-customer-experience-transformation





Business Can’t Ignore These Unavoidable Truths at COP28

1 12 2023

Setup for Pre-COP programming began at the end of October in the United Arab Emirates. (Image: COP28 UAE/Flickr)

By Sheila Bonini via Triple Pundit • Reposted: December 1, 2023

Plummeting costs for solar and wind power. Historic government investments in clean energy and climate priorities. A rising tide of corporate leaders eager to help advance solutions and even calling for the phase-out of fossil fuels. These are just a few of the promising signs of progress as representatives begin to arrive in Dubai for COP28, the latest round of global climate negotiations.  
 
And yet, while fresh reasons for optimism abound, we’re still not implementing solutions at the requisite scale or speed to prevent ecological and human catastrophes. The world just endured the hottest summer in 120,000 years, marked by unprecedented wildfires in such far-flung places as Canada and Maui. More recently, the popular tourist destination of Acapulco, Mexico, was devastated by a surprise Category 5 hurricane that spun up in less than 24 hours over unusually warm waters. This is the underlying reality the U.N. reaffirmed when it unveiled the first Global Stocktake report, an essential tool for measuring the world’s collective efforts — or lack thereof — against the goals of the Paris Agreement ahead of COP28.  
 
With the stakes continuing to grow and our window of opportunity to avoid the worst effects continuing to shrink, many business leaders want a better understanding of where we stand now, why we continue to fall short of where we need to be, and what we can do to close the gap. In response, I offer two fundamental truths, from which everything else flows.  
 
First, the climate crisis and the nature crisis are inextricably linked and mutually reinforcing. Our warming planet is unraveling ecosystems that sustain all life and undergird all economic activity. And as we lose more of the natural world, we lose critical allies in the fight against climate change. I’m talking about our forests, grasslands and peatlands, and other natural systems that slow warming by absorbing vast amounts of carbon, while also providing key resources that help us adapt to the challenges that a century of human-induced warming has already baked in for life on Earth. 
 
The good news is that companies are waking up to the reality of these twin ecological crises. More than 6,500 companies — including 2,000 small-to-medium enterprises — are setting near-term (e.g. 2030) emissions reduction targets through the Science Based Targets Initiative. Hundreds of others are now setting even more ambitious net-zero targets for 2040 or 2050. And a growing number are taking steps to remove deforestation and other harmful impacts from their product supply chains and even going beyond that to invest in the large-scale conservation and restoration of critical terrestrial, freshwater and marine ecosystems.  
 
Innovation bolsters their efforts. Advances in technology have made wind and solar — which helped the world avert a whopping 600 million tons of carbon emissions in 2022 alone — both affordable and scalable over the last decade, to the point where these so-called “alternative” energy sources are cheaper than gas and coal. Furthermore, research shows that investment in renewables generates three times more jobs than the same investment in the fossil fuel industry. The Clean Energy Buyers’ Alliance, which WWF helped found, reports that more than 70 gigawatts of renewable energy have been contracted by corporations since 2014.  
 
Despite these successes, challenges loom large ahead of COP28. Our current pace in ramping up renewable capacity still lags. We need a two- to three-fold acceleration to achieve our decarbonization goals in time to avoid the worst impacts of climate change. Likewise, nature continues to retreat in the face of expansion for agriculture and development, taking with it the myriad social, economic and cultural benefits that it provides to humanity free of charge. 
 
This brings me to my second truth: The private sector can’t do it alone. We need government action to help create the enabling conditions for change and provide ample financing to support it. Last year’s passage of the Inflation Reduction Act in the United States represented much-needed progress on both of these points. The legislation will direct nearly $369 billion into clean energy and climate-centric initiatives, with the aim of cutting U.S. GHG emissions by 40 percent by 2030.  
 
Government can also establish frameworks for additional climate transparency, a step that 87 percent of Americans support. California’s new Climate Corporate Data Accountability Act, a potential new climate disclosure rule from the U.S. Securities and Exchange Commission, the EU directive on sustainability, and the U.K. directive on climate transition planning are indicative of this expanding frontier. Meanwhile, initiatives like the Taskforce on Nature-Related Financial Disclosures (TNFD) are helping to set a new benchmark for voluntary disclosure on nature impacts
 
Business leaders should encourage more government action like this, in the U.S. and on the world stage. The recent and relatively rapid progress toward a global plastics treaty is proof that companies can leverage their collective clout to drive concerted action among the governments of the world. At COP28, and in the months and years that follow it, companies will have another opportunity to push for similar coordination around our global goals for climate and nature. 
 
The Global Stocktake at COP28 once again underscores the need for nations to ramp up their ambitions and match their words with concrete action. It also serves as a reminder that the corporate world has both a stake in and a significant role to play in mitigating climate change and nature loss.

Companies possess the tools, insights and means to drive change. It’s about weaving sustainability into the corporate DNA — benefiting the bottom line, uplifting communities, and ensuring a clean, safe and stable future for our planet. The onus now lies with corporate leaders to amplify their efforts, collaborate efficiently and push for a world where sustainable business is simply business as usual. 

TriplePundit will be in Dubai reporting from COP28. Sign up for our daily newsletter to follow along with our coverage. To see the original post, follow this link: https://www.triplepundit.com/story/2023/business-explainer-cop28/789496