As environmental, social, and governance (ESG) issues gain prominence, single global messages from multinational companies no longer resonates, according to SEC Newgate.
The ‘2025 SEC Newgate Impact Monitor’ revealed that while customers and clients around the world care about responsible business conduct, the aspects they prioritise can differ sharply from country to country, depending on local context and stakes.
What was intended as a unifying framework has become a source of complexity because global commitments often collide with local realities, and messages that strengthen reputation in one market can undermine it in another.
The implications for corporate communications are clear. ESG issues must be understood not only through a global lens, but through the expectations of local stakeholders, embedded in their own cultural, social, and political context.
Companies that fail to adapt risk reputational vulnerability, while those that tailor their messaging can demonstrate meaningful impact in each market.
At the same time, public expectations around corporate action are evolving. The research shows strong support for companies taking a stand on values and societal issues.
For example, 81% of respondents believe businesses should speak out on environmental issues even if it makes them unpopular with their government, and 78% think companies should communicate their stance on social issues even if some stakeholders are unhappy.
Similarly, 79% expect firms to share their values, regardless of whether they align with current government positions.
Yet many feel companies are not meeting these expectations. One-third believe businesses are doing too little to speak publicly on political issues, while 36% think they are doing the right amount, and 16% say they are overdoing it.
When it comes to communicating ESG performance, 35% say companies are not doing enough, 43% feel the level of communication is appropriate, and just 10% think firms are over-communicating.
Certain groups are particularly likely to prioritise outspoken corporate messaging. Respondents from Brazil, Greece and India, women and those aged 50 and over are especially keen for companies to articulate their values and take visible action on societal and environmental issues.
For global firms, the takeaway is twofold. First, ESG messaging cannot rely solely on universal statements or a single framework. Second, companies must recognise the public’s demand for transparency and principled action.