Navigating the ESG Compass

Raphaelle March • 3 min read

In the ever-evolving landscape of responsible and sustainable business practices, ESG principles serve as the guiding compass for companies.

Within this constellation of values, the social aspect emerges as a transformative force that not only influences, but profoundly impacts customer satisfaction. Companies that wholeheartedly embrace social initiatives demonstrate a commitment that extends beyond profit margins, championing the welfare of their customers and communities. This unique stance sets them apart from competitors and resonates deeply with consumers.

Yet, the journey towards creating and communicating this value is not without its challenges. Understanding and meeting customer desires are pivotal, but it often feels like searching for a needle in a haystack. Many companies grapple with the intricate task of fully uncovering what value really means to their customers. Why is this so challenging? The answer lies in the complexity of value itself, which comprises a staggering 26 factors. Remarkably, humans can usually articulate only five of these factors, with the familiar trio of price, speed, and convenience dominating the conversation.

While the allure of focusing solely on discounts and price reductions as customer magnets is tempting, this approach can inadvertently cheapen a brand's image and lead to a perilous race to the bottom in pricing. In reality, customers seek value that transcends mere affordability; they yearn for a deeper connection.

The fascinating realm of Behavioural Science unveils that value is not merely about price tags; it is intricately intertwined with emotional needs. Customers often rely on mental shortcuts and biases, such as associating price with quality or seeking social proof, to assess value. Unearthing these emotional needs requires a journey into the realm of subconscious responses, which are often elusive and challenging to verbalise.

The Value Communication Struggle: Why does it happen?

  1. Companies ask their customers for feedback.
  2. Customers find it hard to articulate their reasons.
  3. Customers verbalise explicit factors, like price.
  4. Companies prioritise prices and discounts.
  5. Customers still don't perceive value.


One potent yet often underutilised method for revealing the value hidden beneath the surface is implicit research. Implicit research is a powerful means of uncovering the value that lies beneath the conscious mind's surface. By delving into implicit responses and subconscious triggers, companies can gain invaluable insights into the deeper emotional needs of their customers.

One such emotional need to build the bedrock of a fruitful customer relationship is trust. Customers need to feel safe and secure in their dealings with a company. Leveraging psychology, businesses can instil trust through transparency, consistency, and reliability. This trust-building journey begins with clear communication, ethical practices, and responsive customer support.

As companies navigate the ESG compass towards responsible and sustainable business practices, the social aspect emerges as a catalyst for enhanced customer satisfaction. It's not just about what customers say they want; it's about tapping into their emotions and providing them with value that goes beyond price.

By employing the right research techniques, we can better comprehend customers and tailor products, services, and interactions to meet their needs. This not only boosts loyalty and long-term success, but also sets businesses apart in a crowded marketplace, paving the way to creating unforgettable customer experiences and thriving in a competitive world.

To read more pieces around ESG and BeSci, download our latest On The Brain.

Want to find out more?

We’d love to chat to you about how to start applying behavioural science - book a slot below to catch up with Jez and find out more.

Book a meeting

Get in touch

We'd really like to stay connected.

Leave us a message to start a conversation: