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from ethical choice to strategic necessity: rising ESG awareness and expectations drive brand success and consumer behaviour

Published OnJanuary 13, 2025

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from ethical choice to strategic necessity: rising ESG awareness and expectations drive brand success and consumer behaviour

Published OnJanuary 13, 2025
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Action Global Communications has released insightful findings from a recent large-scale survey conducted across the UAE, Cyprus, Greece, and Bulgaria, shedding light on public attitudes toward Environmental, Social, and Governance (ESG) practices and their impact on brand reputation and consumer behaviour.


The findings in the ‘Why ESG Matters? by Action Global Communications’ research underscore that in today’s interconnected world businesses are expected to go beyond profitability and transparently demonstrate their commitment to ESG principles. The survey, focused on the views of a diverse audience aged 18+, was designed to explore the significance of ESG in modern brand strategy and to understand how evolving public expectations influence consumer loyalty and purchasing decisions.

Key Findings:

  • Diverse ESG Awareness: The survey revealed significant variations in familiarity with ESG across different regions. While some respondents were well-versed in ESG concepts, others showed limited awareness, indicating a critical need for companies to enhance communication and education around their ESG initiatives.
  • Crucial Role of ESG in Business Strategy: An overwhelming majority of respondents emphasised the importance of companies prioritising environmental sustainability and social responsibility. Issues such as fair labour practices, diversity and inclusion, and community engagement emerged as pivotal areas where businesses should concentrate their efforts.
  • Transparency and Trust: Transparency in ESG practices was identified as a crucial factor in building trust. Most respondents expressed a strong belief that companies should openly communicate their ESG efforts and achievements, viewing such transparency as essential for fostering trust and loyalty among consumers and stakeholders.
  • Direct Impact on Consumer Behaviour: The survey highlighted a direct correlation between a company’s ESG initiatives and consumer purchasing decisions. Respondents overwhelmingly agreed that knowing about a company’s ESG efforts would positively influence their buying choices, demonstrating that ESG practices are not just ethical imperatives but also strategic business drivers.
  • Risks of Ignoring ESG: A significant portion of respondents warned that companies neglecting ESG could face long-term challenges, including reputational damage and potential threats to their viability. This underscores the shift in ESG’s perception from a supplementary element to a core component of business strategy.


As Chris Christodoulou, CEO, Action Global Communications noted, findings of the research highlight how ESG has evolved from an add-on into an essential element of brand strategy.

“The ‘Why ESG Matters‘ research reinforces that ESG is no longer just a ‘nice-to-have’ but a critical component of any brand’s strategy. Companies that genuinely embrace and clearly communicate their ESG commitments are better positioned to foster trust and loyalty, which are key to building long-term customer relationships. In contrast, those that overlook these growing expectations risk losing their place in an increasingly values-driven marketplace.”

He added, “Our survey provides vital insights that can help communications and marketing professionals navigate this evolving landscape. By aligning their strategies with consumer priorities, brands can strengthen their reputation, cultivate deeper loyalty, and drive sustainable growth through responsible, transparent practices.”

why ESG matters?
by Action Global Communications


To help brands effectively navigate and leverage this critical shift in public expectations, Action Global Communications offers comprehensive ESG communications services. The agency’s holistic, tailored approach integrates every aspect of ESG communication, from strategy and stakeholder engagement to narrative development, storytelling, content creation, crisis communications, and thought leadership to build trust and credibility at every step.

By positioning clients as leaders in the space through strategic and authentic communications, Action empowers them to positively influence consumer behaviour, strengthen stakeholder relationships, and drive sustainable growth. As the demand for corporate responsibility intensifies, Action Global Communications’ ESG solutions enable brands to go beyond meeting expectations, becoming proactive agents of positive change in a responsible, sustainable future.

To download key findings from the research, click below.
UAE
Greece
Bulgaria
Cyprus

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