Survey Results – ESG and Sustainability in Organizational Communication in Serbia

At a time when public trust is increasingly built on transparency and accountability, issues of sustainability and inclusion in companies are moving beyond trends and becoming key elements of strategic communication. This is confirmed by the results of the survey we conduct regularly, which has provided insight into how organizations today understand and apply ESG and DEI principles in communication. ESG (Environment, Social, Governance) represents a set of criteria used to evaluate how seriously a company approaches sustainability across three dimensions: Environmental (the impact of business operations on nature—for example carbon emissions, resource use, waste management, and climate risk), Social (standards toward employees, partners, suppliers, and the community—including safety, working conditions, social impact, and DEI—diversity, equity, and inclusion), and Governance (transparency, ethical conduct, accountability, and governance structures). 

"The survey results show that organizations are at different stages of understanding and applying ESG and DEI principles, but also that there is clear awareness of the need for more responsible and transparent communication. This is precisely why such research is important. It provides a realistic insight into where we currently stand as a market, as well as the direction in which practices should evolve so that sustainability communication is based on facts and measurable results, thereby further strengthening public trust," said Milena Avramović Bjelica, Co-founder and CEO of the Chapter 4 agency. 

In Serbia, nearly one quarter of respondents state that ESG is still not a focus in their organizations. There is significant room for improvement compared to developed markets, where ESG reporting is widespread and remains stable despite macroeconomic and geopolitical challenges. When it comes to integrating these principles, around 45 percent of organizations in Serbia either lack a strategy, are considering one, or are in the early stages of implementation. Only eight percent report that implementation is at a mature stage, indicating that most organizations are still searching for an optimal model for systematically incorporating sustainability and inclusion. Trends in Sustainability Communication More than one third of respondents observe fewer general messages and greater reliance on concrete and verifiable sustainability information, indicating market maturation, increased transparency, and growing public expectations regarding corporate responsibility. Among the trends highlighted by respondents in Serbia are linking ESG to business performance (39 percent) and a stronger focus on measurable data (34 percent). 

Greenwashing versus Greenhushing 

Greenwashing (misleading or exaggerated claims that an organization contributes to sustainability more than it actually does) is generally a well-known concept. However, two thirds of respondents report that their organizations do not have guidelines to address greenwashing practices in communication. The data indicate awareness of the issue, but mechanisms for systematically addressing it remain underdeveloped. Another increasingly observed phenomenon is greenhushing—avoiding communication about ESG activities due to fear of criticism—which has also been partially recognized by respondents. This phenomenon further complicates communication, as it shows that organizations are balancing between the need for transparency and fear of reputational risk. The Impact of Disinformation on Communication Disinformation has been recognized as a business risk factor. 

The majority of respondents (57 percent) believe that ESG and DEI communication should be based on facts. Respondents also observe the global presence of disinformation and skepticism (nearly 40 percent)—including climate change denial, resistance to DEI initiatives, or attempts to relativize ESG topics in communication. Key measures identified to address these challenges include clear internal standards, education of employees and management, proactive communication based on transparent data, as well as publishing measurable results and targets.