Customer experiences drive business outcomes is understood by corporate leadership globally. As a result, there are increased expectations, technology advances and the need for personalisation and convenience.
NetZero commitments by countries and companies will impact customer experiences as well. As a result, the next generation of customers and businesses will demand a lot more sustainable experiences.
Futurescape’s approach integrates customer experiences, sustainability and technology.
Today, sustainability has evolved to business responsibility. It means reducing and eliminating environmental impacts and being suitable for society, which includes privacy by design, transparent and trustworthy policies, positive health impacts, high safety standards at offices and factories, reducing plastic packaging, looking at biodiversity, sustainable farming and much more.
So the journey maps take into account four essential elements of business responsibility.
- Circular systems: Eliminating waste and recycling or reusing waste material.
- Conserving natural resources: Using new forms of land management to be more mindful of soil, water, and wildlife conservation and careful use of raw materials.
- Renewable energy: Making efforts to switch to solar, hydro, wind, geothermal, and biomass energy.
- Harnessing technology for sustainability: IOT, 5G, AI and Big data for real-time sustainability information and actionable insight
Several industries have large carbon footprints and are rapidly moving towards new low carbon technologies. Their action matters, but it won’t be enough by itself to create a low-carbon economy or trustworthy brands. For customers to trust brands, there needs to be genuine change by creating products and services that are responsible by design. So what does branded experience mean in this world? And what should be the role of marketing?
Once we have defined what these elements mean to the brand, we then define the customer, employee, and supplier actions that need to enable these changes in a significant level of detail.
Further, there is an ongoing discussion on creating businesses that are regenerative by design. How can this be enabled? What can be the long term goals for businesses? So many of the challenges around us are fundamentally design challenges. Designing with sustainability at its heart can help us choose better materials, systems that allow reuse and recycling and overall better value chains and processes.