Experiences for the Age of Responsibility

There is a need to reimagine experiences for the age of responsibility. Product design must factor in materials and processes that minimise waste. Business models need to imagine the complete journey from conception to recycling.
Our pioneering study of India’s Top Companies for Sustainability shows that customer experience needs a holistic approach. The environment, social, governance factors connect customer journeys and digital moments into integrated brand experiences.

Customer journeys are not just B2C; there are massive changes to the B2B journeys too.

While companies have adopted tools such as omnichannel to help consumers access their products, there needs to be a shift towards investments in sustainable materials, design and frameworks. The approach has to be integrated and holistic. Plus, sustainability means many things in the customer journey.

It is a brand's responsibility to be the custodian of sustainability.

However, the adoption of sustainable practices needs proactive action.The reality of the climate crisis is that consumption behaviours need to change for individual customers or businesses. As a result, the conversation is increasingly about concepts like water footprinting, carbon footprinting, extraction versus re-use and much more.

Journeys, product designs and related data are going to be substantially different.

Earlier, one measured growth in terms of profit, now you measure well-being. The significant shift is that companies need to measure things that they have never measured before.

There is talk of phygital (physical + digital), omnichannel and the store coming to you.

There is a carbon footprint for each of those choices. How do you make environments and experiences sustainable and profitable in line with customer expectations?

The SDGs are one of many commitments that countries and companies have to make.

The most significant 50 banks have made sustainable finance commitments, and so have companies. This will only increase further. Stakeholder activism is also on the rise. Increasingly trust and transparency in supply networks is a focus too. Tracing the fibre or fruit to its origin brings up new experiences and journeys.

Customer journeys will enable these transitions.

Companies need to make investments in innovation and technology. Some technologies may exist today, and others are works in progress. You may have 40,000 employees, and bringing them into the new journey is all about commitment and all the knowledge transfer that takes place up and down the stream and the extended network of operations.

Brands have a role to play in effecting change.

Of course, alternatives will not be available immediately. For instance, we may say no to single-use plastics. But, it does bring in the question of health and food safety experiences. So what should a company do?

One of the solutions could be to reimagine new experiences where supply chains are integrated so that one company's waste is another's resource.

For example, companies till now have primarily focused on Find, Buy, Service and Help experiences. But in a similar vein, the emphasis now needs to be on the Recycle, Repair and Re-use intent. This is an opportunity for companies to connect and collaborate at a different scale while giving customers the experiences that matter.​​

There are enough examples of vulnerability, leakage of sensitive customer information and misuse of that data.

The investments in AI need to have an awareness of their impact. If we are thinking of the lifecycle impact of physical products, then there is a need to undertake and manage the effects of the digital experience.

Trusteeship of data is an issue for the data safety experience.

It is not merely about exploring the latest tech feature as it may undermine brand values. Companies are being called upon to be responsible for their data practices.

Each product choice, material selection, process decision, and technology stack in the journey will need to weigh a responsibility score in line with the company’s compliance needs, country, and region.
We still talk about customers, brands, people, but the journey to more sustainable practices is quantified.​

All fields marked with an asterisk (*) are required.

Our Clients


  • United Phosphorous


  • Maruti Suzuki
  • Toyota Kirloskar
  • Hero MotoCorp
  • BMW
  • General Motors
  • Castrol


  • Electrolux
  • Samsung
  • Philips

Fashion and Lifestyle

  • Adidas
  • Bestseller
  • Welspun
  • Grasim
  • GHCL
  • Wills Lifestyle
  • Provogue
  • Swarovski


  • Yes Bank
  • Citi Bank
  • GE Financial Services
  • Bajaj Financial Services
  • Axis Bank


  • Unilever
  • Nestle
  • ITC
  • Mondelez
  • Marico
  • Reckitt Benckiser
  • GSK


  • Schneider Foundation
  • Dalmia Foundation
  • Ambuja Foundation
  • Times Foundation
  • Axis Bank Foundation


  • Torrent Pharma
  • Zydus Cadila
  • Max Healthcare
  • Dr. Lal Path Labs
  • Bourn Hall
  • Trimed
  • Vardan
  • Moolchand Hospital


  • ITC Hotels

Manufacturing and Infrastructure

  • JSW Steel
  • Adani
  • Bosch
  • Garware Polyester
  • Vedanta
  • Hindustan Zinc
  • Finolex Pipes
  • Jindal Power and Steel
  • Dalmia
  • Ambuja
  • Ultratech


  • NTPC
  • Hero Future Energies


  • Axtria
  • HCL
  • Siemens
  • ITC Infotech
  • Mozilla


  • Airtel
  • Motorola
  • TATA Teleservices
  • Spice
  • Escotel
  • Aircel

An experienced team with a global network.

Futurescape believes in the power of the partnership to help deliver on outcomes that matter to customers.

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