本文源引自益普索客户体验部高级研究经理Emily Were在《The Standard》2024年4月8日的刊文，采用中英双语排版，由ImmersiveTranslate提供翻译支持。
It’s an exciting time for businesses, not just for the local market but for the world. Environment Social and Governance (ESG) considerations have never been more relevant and important for companies, and this is increasingly the case as consumers become more conscious of matters sustainability.
对于企业来说，这是一个激动人心的时刻，不仅对当地市场，而且对全世界而言。环境、社会和治理 (ESG) 考虑因素对公司来说从未如此重要和相关，而且随着消费者越来越意识到可持续性问题，这种情况也越来越明显。
Latest Ipsos Global Trends, a 50-country study on how global values are shifting, shows people do have clear expectations of brands and business when it comes to ESG. Most believe business can be a force for good, with 80 per cent agreeing that brands can make money and support good causes at the same time.
最新的益普索全球趋势（Ipsos Global Trends）是一项针对全球价值观如何转变的 50 个国家的研究，显示人们在 ESG 方面确实对品牌和业务有明确的期望。大多数人相信企业可以成为行善的力量，80% 的人同意品牌可以同时赚钱和支持公益事业。
Almost two-thirds say they try to buy products from brands that act responsibly, even if it costs more (64 per cent). The public expects organisations, public and private, to give equal priority to improving society and to environmental issues.
近三分之二的人表示，他们会尝试购买负责任的品牌的产品，即使价格更高（64%）。公众期望公共和私人组织同等重视改善社会和环境问题。
By implementing eco-friendly practices, such as reducing waste and carbon emissions, companies can not only attract eco-conscious consumers but also enhance their overall brand image.
通过实施减少浪费和碳排放等环保实践，公司不仅可以吸引具有环保意识的消费者，还可以提升其整体品牌形象。
In terms of social considerations, it has also been found that customers appreciate companies that demonstrate a genuine concern for the well-being of employees, communities, and society.
在社会考虑方面，我们还发现，客户欣赏那些真正关心员工、社区和社会福祉的公司。
Companies that prioritize strong governance practices such as transparent and ethical decision-making, are also able to easily build trust with customers and win their confidence. This trust contributes to a positive customer experience and fosters long-term loyalty.
优先考虑透明和道德决策等强有力的治理实践的公司也能够轻松地与客户建立信任并赢得他们的信心。这种信任有助于营造积极的客户体验并培养长期忠诚度。
It is not just right to do this, but there is also a reward that comes with it and businesses that embed ESG in their operations have recorded positive performance while at the same time endearing themselves to customers, employees, and shareholders.
这样做不仅是正确的，而且还会带来回报，将 ESG 融入其运营的企业取得了积极的业绩，同时赢得了客户、员工和股东的喜爱。
This is why organizations are coming under pressure to do business more sustainably. Indeed, 81 per cent of Ipsos Reputation Council Members say that poor ESG performance now has material consequences. As a result, ESG considerations are a key part of companies’ strategic plans and roadmaps.
这就是为什么组织面临着更可持续地开展业务的压力。事实上，81% 的 Ipsos 声誉委员会成员表示，糟糕的 ESG 表现现在会产生重大后果。因此，ESG 考虑因素是公司战略计划和路线图的关键部分。
We have seen many companies designing and implementing communication campaigns to draw attention, create positive perceptions around ESG agendas and address growing concerns among citizens. Many of these campaigns are, however, similar in nature, making it very difficult for organisations to cut through the clutter.
我们看到许多公司设计和实施沟通活动来吸引注意力、围绕 ESG 议程创造积极的认知并解决公民日益增长的担忧。然而，其中许多活动本质上相似，使得组织很难从混乱中脱颖而出。
Part of the reason many organizations’ ESG initiatives fail to make an impact and stand out is because it is considered a cost or requirement. However, this should not be the case as it is possible to operate a business sustainably by doing the right thing for the people, planet, and society/ prosperity and still create value and benefits for the organisation.
许多组织的 ESG 举措未能产生影响并脱颖而出的部分原因是它被视为成本或要求。然而，情况不应该是这样，因为通过为人民、地球和社会/繁荣做正确的事情，可持续地经营企业是可能的，并且仍然为组织创造价值和利益。
For businesses to achieve this, there is need for a shift in paradigm when it comes to designing and implementing ESG strategies. It is my view that ESG commitments, if grounded in the reality of customers, can translate into opportunities to create value, and can drive stronger and mutually profitable relationships that lead to improved business performance.
企业要实现这一目标，在设计和实施 ESG 战略时需要转变范式。我认为，ESG 承诺如果立足于客户的现实，就可以转化为创造价值的机会，并可以推动更牢固、互惠互利的关系，从而提高业务绩效。
The connection between Customer Experience (CEX) and ESG lies in their shared objective of creating long-term value. By aligning business practices with ESG principles, companies can enhance their CEX and build stronger relationships with their target audience.
客户体验 (CEX) 和 ESG 之间的联系在于它们创造长期价值的共同目标。通过使业务实践与 ESG 原则保持一致，公司可以增强其 CEX 并与目标受众建立更牢固的关系。
In this article, I propose three ways through which businesses can embed ESG principles in CEX and impact the people, planet, and society/ prosperity and at the same time realize value for shareholders. By grounding these efforts, brands will be able to create meaningful connections with their customers.
在本文中，我提出了三种方式，企业可以通过这些方式将 ESG 原则嵌入到 CEX 中，影响人类、地球和社会/繁荣，同时为股东实现价值。通过这些努力，品牌将能够与客户建立有意义的联系。
First, brands need to go beyond the ESG fundamentals if they are to cut through the sustainability clatter. Almost everyone in the market is focusing on reducing waste, using renewable energy where possible, reducing inequality, and paying their fair share of taxes.
首先，如果品牌想要摆脱可持续发展的困境，就需要超越 ESG 基本原则。市场上几乎每个人都专注于减少浪费、尽可能使用可再生能源、减少不平等以及缴纳公平份额的税收。
Although these are essentials that every brand must address, they only lay the groundwork for a better relationship rather than engaging customers to feel truly connected.
尽管这些是每个品牌都必须解决的基本问题，但它们只是为更好的关系奠定基础，而不是让客户感受到真正的联系。
Delivering on promises 兑现承诺
ESG commitments can be thought of as brand promises, indeed, they are part of the overall brand promise. Brand promises come from marketing and communications activities, what is said or written about brands, and importantly from customers’ experiences or interactions with brands.
ESG 承诺可以被视为品牌承诺，事实上，它们是整体品牌承诺的一部分。品牌承诺来自营销和传播活动、有关品牌的言论或文字，更重要的是来自客户的体验或与品牌的互动。
A brand promise can create a connection and nurture trust between a business and its customers, as it guides customer interactions. Employees, shareholders, and other stakeholders can also use the brand promise to manage their expectations of the business.
品牌承诺可以在企业与其客户之间建立联系并培养信任，因为它可以指导客户互动。员工、股东和其他利益相关者也可以利用品牌承诺来管理他们对企业的期望。
If there is a gap between what the brand says and what it does, customer expectations are violated, and cognitive dissonance takes place. When CEX consistently fails to meet expectations, customers will most likely become less affectionate about the brand and stop using or use it less.
如果品牌所说的和所做的之间存在差距，就会违反客户的期望，并发生认知失调。当 CEX 始终未能达到预期时，客户很可能会对该品牌失去好感，并停止使用或减少使用。
It is also true that where the experience consistently reinforces the brand promise, customers are more likely to grow closer to the brand and use it more in the future. Ipsos Global CEX Voices study shows that closing the gap between promise and delivery is a top priority for organizations globally (47 per cent agree). When building sustainable initiatives and communicating them, brands should consider how they will deliver on their promises and, importantly, avoid accusations of greenwashing.
确实，如果体验持续强化品牌承诺，客户就更有可能与该品牌更加亲近，并在未来更多地使用该品牌。益普索全球 CEX 之声研究表明，缩小承诺与交付之间的差距是全球组织的首要任务（47% 的人同意）。在制定可持续举措并进行沟通时，品牌应考虑如何兑现承诺，更重要的是，避免被指责为“洗绿”。
Last, concrete engagements that are in line with a brand’s core offering, and can be demonstrated through experience, are more likely to be impactful than broader, more remote and disconnected commonplace engagements. It is therefore crucial for organisations to ensure that the promises made are grounded. ESG commitments need to be tangible and related to an organisation’s offer for the brand to be able to deliver and demonstrate them via CEX.
最后，与品牌核心产品相符并可以通过经验证明的具体互动，比更广泛、更遥远和互不相关的常见互动更有影响力。因此，对于组织而言，确保做出的承诺得到落实至关重要。 ESG 承诺必须是切实的，并且与组织为品牌提供的服务相关，以便能够通过 CEX 交付和展示这些承诺。
