Originally published in CX Pulse newsletter | By Audrey Chatel
Something fascinating is happening in customer experience right now.
For years, we’ve operated under a simple assumption: customers prioritize convenience and price above all else. Environmental concerns? Nice to have, but not a deal-breaker.
That paradigm is shifting faster than most CX leaders realize.
Recent analysis reveals that 92% of buyers now have confidence in brands that prioritize social and environmental responsibility. This isn’t just a trend—it’s a fundamental transformation of customer expectations.
The data tells a compelling story
78% of consumers now prioritize sustainability when choosing brands, and they’re willing to pay more for it. A study by Sortlist revealed that 90% of companies observed a positive return on investment from integrating sustainable practices into their operations.
What’s truly interesting? Customers are demonstrably willing to pay premium prices for sustainably sourced or recycled products. Brands like Adidas and Nike have been leading the way, innovating with recycled plastics in their footwear. These products sell at premium rates while maintaining strong adoption.
Beyond greenwashing: the authenticity imperative
The biggest threat to brands entering this space? Being perceived as opportunistic. Failing to understand your audience’s genuine wants and needs around sustainability can seriously damage your brand reputation.
Smart CX leaders are asking different questions:
- How can we make our sustainability efforts visible without being performative?
- Where in the customer journey can we authentically highlight our green initiatives?
- How do we balance convenience with environmental responsibility?
The answer isn’t more green badges. It’s systemic integration.
The circular economy revolution
Here’s where it gets exciting: the transition toward a more circular economy has already begun, and customers are eager to experiment with more sustainable experiences.
Second-hand resale is expected to exceed $77 billion by 2025, and leading brands are capitalizing on this shift.
IKEA’s circular hub marketplace allows customers to sell furniture back to the company. Not revolutionary in concept—car dealerships have done this for decades—but brilliant CX because it keeps customers engaged in their ecosystem.
Circular CX extends customer relationships beyond the traditional linear lifecycle, replacing it with looping journeys. This keeps customers engaged with your business and ecosystem partners as they seek to repair, resell, or refurbish their purchases.
What the best brands are doing right
Patagonia remains the gold standard. Their transparent supply chain provides customers with insight into how products are sourced and manufactured, building trust and strengthening loyalty.
Their “Don’t Buy This Jacket” campaign wasn’t just marketing—it was authentic brand positioning that encouraged mindful, sustainable purchases and resonated deeply with their customer base.
The lesson? The influence on CX is primarily emotional. Customers want to feel good about their purchases and demonstrate, through their spending, that they care.
The regulatory acceleration
New transparency requirements are forcing organizations to be more open about their ethical and environmental practices. But forward-thinking brands see this as an opportunity, not a compliance burden.
When sustainability becomes part of a brand’s culture, it becomes a point of differentiation, a core value with large impact on customer perception.
The pivotal insight for CX leaders
Sustainability in CX is no longer about choosing between profit and planet.
When companies focus their sustainability initiatives and innovation around creating better customer experiences, it creates a win-win situation: they meet customer needs while being conscious of their environmental impact.
The companies getting this right aren’t just adding sustainability features—they’re fundamentally rethinking how environmental values can enhance the entire customer experience.
3 actionable takeaways
- Audit your customer journey for authentic sustainability integration points
- Consider circular business models that extend customer relationships
- Invest in transparency that builds trust without appearing performative
The brands that figure this out first won’t just win customers, they’ll build the kind of loyalty that’s becoming harder to find in our increasingly commoditized world.
Coming soon
I’ll be sharing insights from an exclusive interview with Jai Thampi on the dual green effect: how sustainability transforms customer experience. Stay tuned for practical frameworks and real-world examples that go beyond surface-level green initiatives.
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