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Ogilvy Returns to the Top Spot, Named Network of the Year at Cannes Lions 2022

27/06/2022
NEW YORK, NY – JUNE 24, 2022 – The Cannes Lions International Festival of Creativity announced...
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Ogilvy Cyprus receives Grand Award Performance Marketing Agency of the Year!

20/05/2022
We are honoured to be awarded the Grand Award Performance Marketing Agency of the Year , as well as...
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Ogilvy Named Global Network of the Year by Campaign Magazine

12/05/2022
Ogilvy has been named Global Network of the Year by Campaign magazine, as part of its 2021 Global...
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Our Actions Matter: Planning for Positive Impact

22/04/2022
Last year’s United Nations Climate Change Conference—commonly referred to as COP26—was billed as...
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Ogilvy On: Burnout – A Mental Health Burden

21/04/2022
Mental wellness is a growing topic of interest, its impact is becoming more widely understood. And...
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Sustainable CX: The Journey to Creating Sustainable, Inclusive, Lasting Business Growth

20/04/2022
The biggest challenge faced by organizations today is how to continue to grow and make a profit...
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The Behavioral Science Annual 2022

26/03/2022
The latest edition of Ogilvy On is all about Behavioral Science. Our presenters discuss a...
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Ogilvy Becomes Only Agency Network to Secure Top Rankings on Both WARC’s Creative 100 & Effective 100

20/03/2022
NEW YORK — March 18, 2022 — On the heels of being named the most creative agency network in the...
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The Changing Look of Loyalty

14/03/2022
Loyalty programs have long been considered an essential part of a well-rounded loyalty strategy,...
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Big Ideas From the Big Game (Or Rather, the Breaks in Between)

24/02/2022
Contributors to this report: Elise Alverson, Aakriti Goel, Jaime Mougan, Amanda Ortiz, Olivia...
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Sustainable CX: The Journey to Creating Sustainable, Inclusive, Lasting Business Growth

Wednesday 20 April, 2022
by ogilvy

The biggest challenge faced by organizations today is how to continue to grow and make a profit while prioritizing being a responsible global citizen. Research by various organizations indicate that consumers care about sustainability and want to do the right thing, yet the gap between that intention and their daily behavior remain hard to overcome.

Brands have spent all their time convincing consumers that they are responsible and trustworthy organizations, prioritising ESG programs or corporate responsibility workstreams. But ultimately the burden lies with the consumer's spending power to vote on what is and isn't a responsible choice. Why not make sustainable choices simply the default choice?

We know that humans will simply default to the familiar and simplest option if faced with too many options. A recent study noted that in countries such as Belgium, organ donation is an opt-out option with over 90% of people remaining in the program. When countries require an opt-in option like in the US, you find that less than 15% of the population choose to donate. Are people in Belgium 75% more caring about their fellow citizens than Americans? Or is it simply that by making the choice a default option you shift the question from will you want to help someone to will you not help someone?

Like water, people tend to follow the path of least resistance — make sustainable choices the default and consumers will not only feel satisfied with their choice, but will remain loyal for years to come. In this paper, we explore ways of helping you drive that default behavior across the entire organization.

Download and read Sustainable CX here.

 

Authors:

Dayoán Daumont
Ogilvy Experience
Head CX Strategy Innovation, EMEA

Gemma Bardsley
Ogilvy Consulting
Global Consulting Director, Sustainability