Global Perspectives on Communicating Impact report published by PROI Worldwide

This report was first published on PROI.com, featuring agency leaders from 11 countries analysing the shift in landscape for communicating impact. 

New York, December 10, 2025 – As corporate responsibility has evolved from philanthropy to CSR to today’s multifaceted discussions of impact, one thing is clear: companies are now judged as much by their values as they are by their financial performance.

A new report released today by PROI Worldwide confirms that while the terminology to describe corporate activity may be in flux, the expectation that businesses contribute meaningfully to society remains very strong.

This report features insight from Sam Sharpe, Sustainability Lead and Director at Lansons, who explores how UK organisations are navigating shifting expectations around ESG and sustainability.

Across 65 countries, independent agency communications leaders within the PROI Worldwide network are helping organizations navigate this new reality. Communications around environmental, social, and governance topics require nuance, local insight and authenticity. Whether confronting political polarisation, avoiding “green hushing,” or redefining what leadership looks like, PROI partners are counselling companies on how they can articulate their progress with clarity and credibility.

Among the key findings from the new PROI report:

• ESG is evolving - but not disappearing: While some companies shift away from the terminology, the core principles of sustainability, equity, and governance remain essential to long-term strategy.
• Authentic communication is now a strategic imperative: Companies that “win” articulate their impact credibly, avoiding both overstatement and green hushing in an environment that draws greater scrutiny.
• Local insight drives global impact: On-the-ground communications expertise helps organizations navigate regional nuances in expectations, politics, and language.
• Proof is becoming the new standard: Companies are increasingly expected to back sustainability claims with measurable progress and verified data; vague or overly optimistic claims trigger backlash or other penalties.
• Corporate purpose now defines corporate performance: Organisations are increasingly evaluated by how their values and actions contribute to societal progress - not just financial results.

The report shares perspectives from PROI partners around the world, including Australia, Brazil, Canada, Czech Republic, Poland, Switzerland, Thailand, Ukraine, United Arab Emirates, the United Kingdom, and the United States. It offers a global view of how impact is being understood, measured and shared today. Beyond the conversation about ESG itself, these insights reveal what truly drives trust, reputation, and long-term value.

The full report is available for download, while PROI member firms are available throughout the globe to help companies navigate the changing environment for communicating impact.

**

About PROI Worldwide
Founded in 1970, PROI Worldwide is the world’s largest partnership of leading independent communication agencies. With more than 90 partner firms in over 65 countries, PROI brings together deep local expertise and global insight to deliver strategic impact for organizations navigating complex challenges.