The European Business Review

DRIVING BRAND AFFINITY, CONSUMER TRUST, AND BUSINESS GROWTH THROUGH ESG

After more than a decade working in the intersection of technology and the food service and hospitality industries, I have witnessed change that ranges from specific, limited, and local to broad, sweeping, and global.

One of the most striking global shifts I've observed in this space is social, and governance (ESG) initiatives — once thought to be aspirational, perhaps even fringe initiatives — are now moving firmly into the realm of essential and central to long-term business strategy and growth.

ESG initiatives can have significant ramifications: done right, they can increase brand affinity and consumer trust, drive corporate transparency and business growth, and align business and social/environmental goals. When they are neglected or ignored, businesses can face liabilities across each of those areas. And today, merely

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