Large-scale research reveals how rising ESG expectations shape Brand Success and Consumer Choices

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 research findings 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.

In Cyprus, the survey highlights some compelling statistics:

• 91% state that companies have a responsibility to contribute positively to society beyond profit making, indicating strong expectations for corporate ethics and responsibility.
• 95% believe that it is important for companies to consider environmental sustainability, indicating that while awareness of ESG as a term is low, the values it represents resonate with the public.
• 66% agree that brands ignoring ESG risk long-term viability and reputation damage, serving as a warning that neglecting ESG could have serious consequences for businesses.
• 6/10 believe that focusing on ESG leads to improved brand reputation and almost 5/10 state that it can result in increased customer loyalty.
• 85% indicate that knowledge of a company's environmental and social initiatives can influence their purchasing decisions.
• 84% are likely to view companies engaging in ESG practices positively, highlighting the strong role ESG plays in shaping public perception.

As Natasa Perdiou, Country Manager of Action Cyprus, noted, "Through our extensive research, we observed a transformative shift in the market: consumers are no longer passive participants but active influencers who demand that brands go beyond business as usual and act as guardians of societal values. At Action Cyprus, we are committed to helping our clients understand and respond to this change, ensuring that the ESG strategies they adopt align with their business objectives, are meaningful, and contribute to highlighting the added value created in society through their activities."

Chris Christodoulou, CEO, Action Global Communications added, "The 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."

To help brands navigate effectively and leverage this critical shift in audience expectations, Action Global Communications offers comprehensive ESG strategy and communication services. This is an innovative service package, being created for the first time in the Cypriot market, and provides a holistic approach that includes, among other things, defining the vision and ESG positioning, conducting materiality assessment, setting goals, developing an ESG strategy roadmap, compiling and publishing a report, and shaping and implementing ESG communication. Through Action's ESG strategy and communication services package, companies have the opportunity to adopt a new culture of responsible business and sustainable development, maximizing the added value created through their activities for the economy, society, and all their stakeholders.