ESG (Environmental, Social, and Governance) and CX (Customer Experience) are no longer separate strategies. In 2026, they will intersect to shape how brands earn trust, loyalty, and long-term growth. Customers increasingly expect that their experiences reflect ethical practices, transparent operations, and measurable sustainability.
Below are six key questions that reveal how ESG and CX will evolve together in the coming year.
By Aviraj Puri, ISHC, BARE International
For decades, hospitality has been synonymous with service – warm greetings, quick assistance and consistency across touchpoints. But today, the industry is undergoing a profound transformation. The modern guest is no longer satisfied with good service alone; they seek connection, meaning, and moments that feel personally crafted. Hospitality is no longer just an exchange of value – it has become an experience economy driven by emotion and human-centered design.
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By Pedro Venturini, Country Manager, BARE International Brazil
Many companies allocate significant budgets to attract customers but end up facing challenges at the most critical moment: the actual service and buying experience.
This reality is far more common than most would imagine.
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At BARE International, our mission has always gone beyond insights and data, it’s about the people behind them. Our success is powered by individuals who bring curiosity, creativity, and commitment to every project.
That’s why we invest deeply in what truly matters: building a culture where our people can perform at their best, feel supported, and grow with purpose.
By Linda Amraen, ISHC, BARE International
For decades, the traditional “happy hour” meant one thing: gathering with friends or coworkers at a familiar bar, surrounded by clinking glasses and background noise. But the way people connect over drinks is changing. Increasingly, the modern social scene is unfolding somewhere quieter, more intentional, and far more experiential: at wineries, breweries, cideries, and distilleries.
These spaces have evolved from niche destinations into cultural hubs, places where people go not just to have a drink, but to have an experience. Across the globe, the craft beverage industry is flourishing, fueled by a shared desire for authenticity, storytelling, and community.
At BARE International, we know that performance is not about assumptions – it’s about clarity. Companies cannot rely on intuition alone to coach their teams or to recognize excellence. Data has become the compass that guides leaders, helping them identify not only where gaps exist, but also where opportunities for growth are hidden.
Many organizations invest heavily in training. But the real test is whether employees apply what they learn in the real world. In theory, training programs often look flawless. Yet gaps only appear once employees interact with customers, manage complex processes, or face dynamic environments.
Maintaining a single customer experience standard across multiple stores or franchises is one of the greatest challenges for brands. The promise of delivering the same level of service at every point of contact requires not only training but also constant monitoring – and this is where BARE comes in. Read more
Every interaction your brand has with customers generates valuable signals: from the way employees greet them, to how efficiently they handle transactions, to how effectively they communicate product benefits. These signals often hold the key to understanding where your brand is thriving and where attention is urgently needed. But are you truly listening?
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Service is more than a transaction – it’s the emotional and experiential core of your brand. Every interaction, from a seamless online purchase to a meaningful in-store conversation, shapes how customers perceive and remember you.
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