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Consumers today expect more than quality products and services – they expect companies to operate responsibly and sustainably. Multiple studies confirm that sustainability now heavily influences purchasing decisions and brand loyalty. For instance, more than two-thirds of consumers consider a company’s environmental and social commitments when making a purchase, and many are willing to pay a premium for eco-friendly options. One survey found 69% of customers would pay extra (up to 35% more on average) for sustainable products, and over 60% of consumers say they’d pay more for items with sustainable packaging. Customers who care about sustainability also tend to trust and stay loyal to brands that align with their values, meaning companies can gain a competitive edge by catering to this demand. In short, sustainability has become a key driver of customer satisfaction and loyalty.
Conversely, failing to meet green expectations can hurt a company’s reputation and bottom line. In an era of instant communication, a single tweet about excessive plastic packaging or a harsh review accusing a firm of unsustainable practices can trigger customer dissatisfaction or even public backlash, quickly eroding brand equity. A global survey by Bain & Company found 64% of people are highly concerned about sustainability, a concern that spans across generations. This broad-based environmental awareness creates a positive feedback loop: as consumers push companies to do better, leading firms respond with stronger sustainability actions, which in turn further raises consumer expectations. The message to business leaders is clear – meeting and exceeding sustainability expectations is now critical to maintaining customer trust and staying competitive.
To turn sustainability into lasting competitive advantage, companies must closely track and enhance customer satisfaction related to their green initiatives. This means listening to the customer’s voice regarding sustainability at every touchpoint. However, traditional customer feedback mechanisms (like periodic surveys) only tell part of the story. Much of what customers feel – their delights, complaints, and suggestions – is expressed in unstructured formats: online reviews, social media posts, forum discussions, and direct messages. Unlocking these unstructured insights is key to fully understanding how customers perceive a brand’s sustainability efforts and where gaps exist.
In the following sections, we explore how businesses can leverage unstructured customer feedback and reviews to evaluate and improve satisfaction in green businesses. We introduce emerging frameworks and technologies – including an AI-driven Observational Customer Experience (oCX) metric from Alterna CX – that help quantify and act on the voice of the customer “in the wild.” We also present a case study demonstrating how real-time feedback analysis drove a dramatic improvement in customer loyalty for a retailer, illustrating lessons applicable across industries. Finally, we conclude with strategic recommendations and a call to action for executives: to embrace the power of customer feedback as a core part of their sustainability and customer experience strategy.
1. Sustainability Expectations and the Competitive Edge
Sustainability is no longer a mere corporate social responsibility checkbox – it has become a key battleground for competitive advantage in customer experience. Today’s consumers actively reward businesses that align with their environmental values. As noted, a substantial majority of consumers factor sustainability into their purchasing choices, and many are willing to spend more with brands that demonstrate eco-conscious practices. These figures underscore a simple truth: customer satisfaction is increasingly tied to a company’s sustainability performance. When customers see that a brand “walks the talk” on sustainability – for example, using recyclable packaging, cutting carbon emissions, or supporting fair trade – they are more likely to feel satisfied with their choice and remain loyal to that brand. Sustainability initiatives can thus strengthen brand loyalty, trust, and advocacy, translating into higher customer lifetime value and market share.
On the other hand, ignoring or mishandling sustainability issues poses real risks. Modern consumers are quick to call out perceived hypocrisy or poor practices. A single negative incident can spark outsized reactions on social media. As one report observed, a lone complaint about excess packaging or an accusation of greenwashing can rapidly go viral, damaging brand reputation. Companies that fail to address prominent environmental concerns may see customer satisfaction scores plunge and churn increase as eco-conscious customers switch to competitors. In extreme cases, public backlash over environmental missteps can force companies into costly corrective campaigns. In contrast, businesses that listen and respond proactively to green concerns can turn potentially damaging feedback into opportunities to improve and differentiate. For example, if customers complain about too much plastic in a product, a responsive company might introduce a recyclable packaging redesign – not only resolving the complaint but also earning public praise for doing the right thing.
Crucially, sustainability-driven customer expectations cut across demographic lines. While younger consumers (like Millennials and Gen Z) are often vocal about social and environmental issues, older generations are also increasingly attentive. In some markets, baby boomers report sustainability concerns on par with younger cohorts. This broad base of concern creates momentum that no business can afford to ignore. It’s fuelling what some analysts call a “double helix” of consumer and corporate action, where each side’s efforts encourage the other. For businesses, the takeaway is that sustainability truly matters to customers of all types – and that meeting those expectations can yield tangible rewards.
Forward-thinking companies treat sustainability as an integral component of customer experience strategy, not an adjunct. They recognize that what gets measured gets managed: by quantifying consumer sentiment on sustainability and tracking its impact on satisfaction, they can manage and improve it. Companies that successfully integrate environmental responsibility into the customer experience often enjoy enhanced loyalty, stronger brand differentiation, and even pricing power. In short, sustainability has become a key to winning customer hearts and wallets – but only for those companies that deliver on their promises. The first step in doing so is to truly listen to what customers are saying.
2. The Power of Unstructured Customer Feedback
While companies have long gathered customer input through structured tools like surveys and feedback forms, a goldmine of insight lies in unsolicited, unstructured feedback. Unstructured feedback refers to the open-ended comments and conversations customers have about a brand – whether on public platforms (social media, review sites, blogs) or in direct communications (emails, chatbot conversations, call transcripts). This is where customers speak in their own words, highlighting what genuinely delights or frustrates them, without the constraints of predefined survey questions. For businesses aiming to excel in sustainability and customer satisfaction, mining this unprompted feedback is essential.
Why is unstructured feedback so valuable? Authenticity and richness. Customers tend to be more candid and detailed when they’re not ticking boxes on a survey. A shopper’s lengthy review about a product might mention that they loved the quality but hated the excessive plastic packaging – nuance that a simple rating scale would miss. On social media, a customer might praise a company’s carbon offset program, or conversely, call out a perceived lack of transparency in sourcing. These organic sentiments provide early signals of what matters to customers. In fact, unstructured data already makes up an estimated 80% to 90% of all data available to businesses today, and it’s growing exponentially. In practical terms, this means the bulk of customer opinion about your brand exists in formats that traditional analytics might overlook. Tapping into this reservoir of comments, tweets, and posts is critical to understanding the full picture of customer satisfaction.
Leading companies are increasingly investing in capabilities to capture and analyse unstructured feedback at scale. Advanced Voice of Customer platforms and social listening tools (often powered by AI) can ingest data from disparate sources – from Twitter feeds and TripAdvisor reviews to call centre transcripts – and then use natural language processing to detect patterns. For example, text analytics can scan thousands of open-ended comments to identify recurring themes like “recycling,” “packaging waste,” or “energy efficiency” in what customers are saying. The sentiment (positive/negative) associated with each theme can be gauged automatically. If many reviews mention “too much plastic in the packaging” with negative sentiment, the system will flag this as a pain point for the business. Such analysis quantifies the impact of issues that might otherwise seem anecdotal – e.g. discovering that 5% of all customer reviews in Q1 mentioned packaging waste negatively. Insight like this helps executives prioritize which sustainability issues are most urgent to address from the customer’s perspective.
Another advantage of unstructured feedback is its real-time, continuous nature. Unlike annual surveys that capture a moment in time, customers are voicing opinions every day. This “always on” feedback enables companies to spot emerging issues or trending topics much faster. It’s especially valuable in the fast-evolving domain of sustainability, where consumer expectations can shift quickly with new information or societal trends. Listening to unstructured feedback keeps companies agile and responsive to change. It also captures voices that might be missed in formal feedback channels – for instance, younger consumers who might never fill out a survey but will definitely tweet or post a TikTok video about their customer experience. Indeed, younger generations (Gen Z in particular) are what one McKinsey report called “dialoguers” – they base decisions on what others are saying online and freely offer their opinions on social networks. To understand and satisfy these customers, companies need to be monitoring and decoding those online dialogues.
Modern AI techniques make it possible to transform unstructured feedback from a chaotic firehose of text into structured insights. Machine learning-based sentiment analysis can now interpret context and emotion in customer comments with increasing accuracy. Some platforms use advanced algorithms to even predict what a customer’s feedback implies in terms of traditional metrics (like how a comment corresponds to an equivalent satisfaction score). The benefit of these technologies is not just in measuring sentiment, but in enabling action. By uncovering the “why” behind customer satisfaction or dissatisfaction, unstructured feedback analysis points companies toward concrete improvements.
As customer experience expert Shep Hyken aptly put it, “When a customer gives you feedback (good and bad), it’s a gift. Finding a way to analyse and measure that feedback is crucial to understanding how customers react to your products and services.” In other words, every review or social post – however unstructured – is a nugget of free insight that can help a business do better. Companies that learn to systematically listen to these unfiltered voices stand to gain a fuller, more authentic view of customer satisfaction, particularly regarding their sustainability performance. In the next section, we’ll see how new AI-driven metrics are taking this a step further by quantitatively scoring the customer experience based on unstructured data, enabling businesses to track improvements over time.
3. From Surveys to AI: New Metrics for Green CX
For decades, companies have relied on structured surveys and metrics like Customer Satisfaction (CSAT), Net Promoter Score (NPS), and Customer Effort Score (CES) to gauge customer experience. These tools are valuable, but they have limitations – especially in the context of sustainability. Surveys capture only what you ask, when you ask it. If a company never asks its customers about their feelings on sustainability, a traditional CX survey might paint an incomplete picture. Moreover, survey responses can suffer from low response rates and various biases. Today’s dynamic, customer-driven environment calls for augmenting these traditional metrics with more agile, comprehensive measures.
One approach is simply to integrate sustainability into existing survey frameworks. Many companies have started doing this – for example, adding questions like “How satisfied are you with our brand’s commitment to sustainability?” or “Did our eco-friendly packaging improve your experience?” on feedback forms. Deloitte and other consultancies recommend embedding such prompts into standard surveys and NPS questionnaires linkedin.com. By doing so, firms can quantify “green sentiment” as part of their CX metrics and correlate it with overall satisfaction. If NPS is high among customers who recognise strong sustainability efforts and low among those who don’t, that’s a clear signal of how environmental performance ties into loyalty. This integration is an important step, but it still relies on solicited responses. To truly keep pulse on customer sentiment, especially unsolicited opinions, companies are looking toward advanced analytics and AI.
A breakthrough innovation in this arena is Alterna CX’s Observational Customer Experience (oCX) metric – an AI-generated CX score derived entirely from unstructured customer commentary. Unlike NPS or CSAT, which come from survey questions, oCX gauges customer experience quality without using a survey at all. It works by using AI to “listen” to what customers are already saying publicly – on social media, review sites, forums – and analysing those textual judgments. In essence, oCX observes customer opinions “in the wild” and from that, infers how satisfied those customers are, as if each had been asked the classic “would you recommend us?” question.
How does this work in practice? The oCX system leverages natural language processing and machine learning models to decode the sentiment and emotion behind each comment. For example, take a review that reads: “The product is great, and I love that the packaging is compostable. Will definitely buy again!” The AI would likely score this as a highly positive experience, equivalent to perhaps a 9 or 10 in recommendation likelihood. Another comment might say, “I’m disappointed – they claim to be eco-friendly but the item arrived wrapped in tons of plastic”, which would be scored on the negative end. By analysing thousands of such comments, the system assigns each a score from 0 to 10 (much like an individual NPS response) and then aggregates them into an overall oCX score for the business. Internally, sophisticated algorithms (e.g. sentiment analysis combined with statistical models) ensure these text-derived scores align closely with what actual survey scores would be – and indeed, oCX pilots have shown a high correlation with real NPS data. The result is an NPS-like metric that is continuously updated and grounded in unsolicited customer voice.
The implications of such AI-driven metrics are significant. First, they provide a richer and more authentic reflection of customer experience, because they draw on the unfiltered feedback customers volunteer on their own. There’s no survey scripting or timing to constrain the input. Second, they enable real-time monitoring. Traditional survey-based NPS might be measured quarterly; an oCX score, by contrast, could be refreshed daily or weekly as new feedback flows in. This real-time aspect is invaluable for detecting issues early – for instance, if a new sustainability initiative inadvertently upsets customers, the oCX score might dip immediately, alerting management to investigate why. Third, these observational metrics can cover a broader swath of the customer base. Not everyone will answer a survey, but anyone who tweets or posts a review is essentially providing data. Thus, companies can hear from segments that might be silent in formal channels.
It’s important to note that AI-derived metrics like oCX aren’t meant to replace traditional CX metrics so much as complement them. They fill in the blind spots. As practitioners often note, direct surveys and indirect observational data together give the most complete view. The AI can surface issues that surveys didn’t think to ask about, while surveys can probe areas that the AI might not capture (or validate the AI’s findings). When used together, companies can triangulate a very robust understanding of customer satisfaction. They can track standard KPIs and enrich them with deeper context from unstructured feedback.
The power of this approach is evident in companies that have tried it. Analysing unstructured feedback and converting it into actionable metrics can drive swift improvements in CX performance. In fact, as we’ll see in the next section’s case study, one retailer was able to dramatically boost its NPS in a short period by leveraging an AI-based voice-of-customer platform that utilized these kinds of insights. By going beyond the survey and truly listening to customers on every channel, businesses can accelerate their responsiveness and innovation – a critical advantage when competing on sustainability and customer experience.
4. Case Study: Real-Time Feedback in Action
A compelling example of harnessing unstructured feedback for competitive gain comes from Koçtaş, a leading home improvement retailer. Koçtaş (part of Europe’s Kingfisher Group) undertook a customer experience transformation aimed at becoming a truly omnichannel, customer-centric business. Central to this transformation was the use of AI-driven feedback analytics to capture and act on customer insights faster than ever before. The results were striking: within just nine months of deploying Alterna CX’s platform, Koçtaş increased its Net Promoter Score by 60%, a massive leap in customer loyalty for a mature retail business. This improvement coincided with a cultural shift, as Koçtaş managed to boost its customer-centric culture by empowering front-line employees with real-time feedback and actionable data.
According to Ebru Darip, Koçtaş’s Chief Marketing and Digital Officer, the introduction of machine learning-based text and sentiment analytics was a game changer. “ML-based text analytics and sentiment analysis algorithms run for open-ended feedback. We can now identify the root cause for satisfaction and dissatisfaction almost in real-time. We can also observe trends at each touchpoint and take real-time action,” says Darip. In other words, Koçtaş moved from a reactive mode to a proactive, always-listening mode. If multiple customers began mentioning long checkout lines or a specific product issue in their comments, Koçtaş’s teams could spot the trend immediately and intervene before the problem grew. This is a vivid illustration of how unstructured feedback, when systematically analysed, can illuminate exactly why customers are happy or unhappy – and do so fast enough for the business to respond.
Prior to this initiative, Koçtaş’s customer feedback process had significant gaps. Feedback was collected only periodically and in low volumes, providing an incomplete view of customer sentiment. Open-ended comments, when gathered, often sat unread or were slow to be manually analysed, meaning valuable insights were delayed or missed. Store staff and call centre agents lacked timely visibility into what customers were saying, so they couldn’t easily learn about issues or resolve them in the moment. In essence, customer-centricity was more of a KPI tracking exercise than an on-the-ground reality – the organization was not truly hearing the customer’s voice day-to-day. This was the challenge Koçtaş needed to overcome to improve both its service and its credibility as a customer-first, sustainable business.
By partnering with Alterna CX to implement a modern Voice of Customer platform, Koçtaş rapidly closed these gaps. In under a month, they launched a seamless feedback program covering 10+ touchpoints across physical stores and digital channels. Every day, over 50 store managers (as well as delivery, online, and call centre teams) log into dashboards that show real-time customer feedback and NPS scores for their domain. When a customer gives a low rating or leaves a negative comment in an open-ended response, the system immediately triggers a workflow alert. The relevant team member is assigned an action – for example, a store manager might reach out to an unhappy shopper or a product team might investigate a defect. The platform tracks each issue to closure and even prompts staff to follow up with the customer once resolved, thereby closing the loop and letting the customer know their feedback mattered. Importantly, all of these interactions feed back into the analytics: the system categorizes the feedback by topic (e.g. “delivery delay” or “packaging complaint”) and sentiment, building a continuous picture of which touchpoints and issues most impact customer satisfaction.
The impact on Koçtaş’s performance was dramatic. With frontline employees now armed with timely insights, they could fix problems before they escalated. Recurring pain points were systematically addressed – for instance, if several customers commented about a particular store’s cleanliness or a product’s packaging, local managers took note and made improvements in real time. This agility translated into happier customers, reflected in the soaring NPS. In just nine months, Koçtaş achieved a 60% NPS increase – an achievement that would have been difficult to imagine under the old, infrequent feedback regime. Moreover, Koçtaş’s story became a showcase within its parent conglomerate and the wider industry, proving that listening to the customer’s voice (especially the unstructured voice) can tangibly boost satisfaction and loyalty. While Koçtaş’s case is in retail, the lessons apply broadly: companies that effectively leverage AI to observe and act on customer feedback can greatly accelerate their CX improvements, even in domains like sustainability where customer expectations are evolving rapidly.
5. Integrating Customer Feedback into Sustainable Strategy
Listening to customer feedback is only half of the equation – the other half is what a company does with those insights. To fully realise the competitive advantage of sustainability, organisations must integrate customer feedback into their strategy and operations through a structured, closed-loop approach. This often starts with establishing a robust Voice of Customer (VoC) program. A VoC program provides a holistic framework for capturing feedback across all channels and touchpoints, analysing it for patterns, and driving action on the findings. Companies with mature VoC programs treat customer feedback (including green-related comments) as a strategic input just like financial data, reviewing it in leadership meetings and using it to guide decisions.
In the context of sustainability, integrating feedback means embedding environmental topics into all feedback mechanisms. As discussed, firms can incorporate sustainability questions into regular satisfaction surveys and NPS trackers – for example, asking customers to rate the company’s environmental responsibility or how its sustainability efforts impact their experience. This yields structured data on customer attitudes toward sustainability, which can be tracked over time. Deloitte has explicitly recommended this tactic: adjust existing feedback surveys to capture sentiments about sustainability initiatives. In parallel, companies should leverage unstructured feedback channels (social media, reviews, contact centre logs) to catch the unscripted mentions of sustainability. A well-designed VoC program will pull in both direct feedback (solicited via surveys) and indirect feedback (unsolicited from the web), ensuring nothing falls through the cracks. The analysis might reveal, for instance, that “20% of negative comments about our brand mention environmental issues” – a vital insight for leadership.
Crucially, best-in-class companies don’t stop at measurement; they excel at responding to feedback. This is where a closed-loop feedback process comes in. A closed-loop system ensures that when customers raise concerns, the business not only fixes the issue but also communicates back the resolution, thereby “closing the loop” with the customer. In a sustainability example, imagine multiple customers complain about excessive plastic in a product’s packaging. A company practicing closed-loop feedback would log this issue, assign it to the packaging or product team to explore alternatives, implement a change (say, switch to 50% less plastic or a biodegradable material), and then circle back to customers – via an update in a newsletter or directly on the review platform – to say “You spoke, we listened: our new packaging uses 50% less plastic.” This kind of response shows customers that their feedback leads to tangible action. It not only improves the actual customer experience (by addressing the pain point) but also boosts customer goodwill, because people feel heard. Many companies have institutionalised such processes as part of their sustainability governance. For example, one grocery retailer, after hearing customer concerns about waste, introduced a package take-back and recycling program – and made sure to announce this improvement publicly, crediting customer feedback for the idea. The result was a win-win: reduced waste and increased customer satisfaction, with shoppers feeling their input can shape the business.
Transparency and communication are key in this feedback-action loop. Customers today want to know not just that companies are doing the right things, but also to be kept informed. In fact, 69% of U.S. consumers (including roughly three-quarters of Gen Z and millennials) say businesses should communicate more about their sustainability and social impact efforts. This means that even when companies make positive changes, failing to tell customers can be a missed opportunity to improve perception and satisfaction. A strong strategy therefore includes closing the loop externally: through marketing, PR, or direct customer communications highlighting how feedback has led to improvements. It’s an opportunity to reinforce brand values and show authenticity – “We heard you and here’s what we’ve done.”
When customer feedback (structured and unstructured) is systematically integrated into sustainability strategy, companies tend to see measurable benefits. They can prioritize initiatives that matter most to customers, avoid investing in areas that customers don’t value, and catch brewing issues before they become major problems. Over time, this leads to stronger customer relationships. In fact, key insights from Alterna CX case studies demonstrate that businesses which listen to and act on sustainability-related feedback enjoy stronger customer loyalty and improved performance metrics. This aligns with common sense – if you consistently respond to your customers’ sustainability concerns, those customers are more likely to stick with you, recommend you, and even forgive the occasional slip-up because they’ve seen your commitment to improvement.
In summary, making sustainability a competitive advantage requires a two-part formula: actively listening to the voice of the customer, and closing the loop through action and communication. Companies that master both will not only delight their customers but also create a virtuous cycle where customer input drives innovation and positive impact, which in turn drives greater customer satisfaction. This is how sustainability can evolve from a branding slogan into a genuine driver of competitive edge, fuelled by loyal, satisfied customers who feel a company reflects their values.
Conclusion
Sustainability has emerged as a defining factor in what customers expect from businesses and how they judge their experiences. As we have discussed, aligning customer experience with sustainable practices can be a powerful differentiator and loyalty booster. But to truly capitalize on sustainability as a competitive advantage, companies must ensure they are meeting – and preferably exceeding – customer expectations in this realm. This demands a new level of attentiveness to customer feedback.
Traditional CX measurement alone is not enough. Surveys and scores give important snapshots, but the real narrative of customer satisfaction unfolds in the unstructured feedback customers freely share every day. By embracing advanced analytics and AI tools, businesses can now listen to this narrative at scale – discerning patterns in praise and criticism that would have been impossible to grasp manually. This provides an authentic, real-time window into how customers feel about a company’s green initiatives, products, and services. With such insight, executives can make more informed strategic decisions, whether it’s tweaking a sustainability program, retraining staff, or doubling down on an eco-friendly innovation that customers love.
Moreover, this approach transforms the customer-company relationship into more of a dialogue. When customers see that a brand is listening – for example, that their complaints about a carbon footprint lead to new carbon-neutral options, or their suggestions for greener packaging are implemented – it builds trust and engagement. Customers become partners in the brand’s sustainability journey, not just passive buyers. This level of engagement is a formidable competitive advantage in itself, as it’s something that is hard to replicate and fosters emotional loyalty.
For senior business leaders, the implications are clear. Sustainability and customer experience should be managed hand-in-hand, with customer feedback serving as the connective tissue. Companies that treat sustainability as core to CX strategy – tracking it, measuring it, responding to it – will differentiate themselves in markets that are only getting more conscious and more customer-driven. Those that do not will find themselves out of tune with their customers and vulnerable to more responsive competitors. In a sense, the bar is being raised: it’s no longer sufficient to have great products or efficient services in isolation; these must be delivered within a context of values and responsiveness that modern customers expect.
In closing, turning sustainability into a competitive advantage is eminently achievable. The voice of the customer is the guiding light on this path. By rigorously listening to that voice, in all its forms, and by being willing to act on what one learns, companies can continuously refine their customer experience to reflect the values they espouse. The payoff is a business that not only operates more responsibly, but one that earns the lasting respect, loyalty, and enthusiasm of its customers. And in today’s world, there are few advantages more powerful than that.
Call to Action
Business leaders across all industries should ask themselves a pivotal question: Are we truly listening to our customers’ voices when it comes to sustainability? If the answer is not a confident yes, now is the time to act. Developing capabilities to capture and respond to unstructured customer feedback is no longer just a novel idea – it is rapidly becoming a standard practice for companies that lead in customer experience.
As a next step, consider performing an audit of your customer feedback channels and metrics. Are you hearing what customers are saying on social media, review sites, and other informal channels? Do your current surveys or NPS programs include sustainability-related questions to gauge those concerns? If gaps exist, explore solutions to fill them. This might involve adopting a specialized AI-driven CX analytics tool (such as Alterna CX’s oCX platform) to transform mountains of text feedback into clear insights. It could also involve training your teams to incorporate sustainability themes into regular customer dialogues and establishing cross-functional protocols to address feedback quickly (the closed-loop process discussed earlier).
Empower your customer experience and sustainability teams to work together. The goal should be to ensure that every sustainability initiative is paired with a mechanism to gather customer input and a plan to act on that input. When launching a new green product or policy, actively solicit feedback and monitor unsolicited reactions. When that feedback comes in, treat it as strategic guidance – because it is.
Finally, make it a point to close the loop with your customers. Let them know their voices are heard. Share improvements and changes that came about because of customer suggestions or concerns. This not only boosts confidence and satisfaction among those customers, but also sends a message to the wider market that your company genuinely cares and listens.
The competitive landscape is evolving: companies that adapt by embedding sustainability into their customer experience – and leveraging customer feedback to fine-tune that alignment – will emerge as leaders. The time to start is now. By taking action on the insights of your customers, you can turn your sustainability commitment into not just a brand differentiator, but a sustained advantage in customer satisfaction and loyalty. In the race for relevance and resilience in today’s market, listening to your customer may well be the most strategic move you make.