It is never bad business to focus on the hearts and minds of customers, whether they are individuals or businesses. However, with customer expectations ever-rising and investors demanding higher and faster returns, senior business leaders find themselves caught between a rock and a hard place.

Kearney’s research reveals that for customers, it is not just about lower prices (important as that is in the current inflationary environment). Increasingly, customers want a positive impact on the environment and society, an intuitive and enjoyable experience, and additional benefits beyond the core product or service the business sells.