However, it is important to understand – ESG was not created by the European Union, nor is it the result of a single directive or political moment.
Companies that have always led with responsibility, cared for employee wellbeing, contributed to their communities, and operated with a clear ethical compass have long existed. These are the same companies that have been studied for decades in business schools worldwide as examples of best practice. From my student days until now, the number of such companies has grown. ESG is not a trend – it is an evolution of responsible business.
That is why I believe ESG cannot simply “disappear,” even in the face of geopolitical changes or a new U.S. administration. We may see shifts in terminology, regulation models, or implementation speed, but the core of ESG – responsibility to people, the planet, and governance principles – existed before EU directives and will continue regardless of regulations or political interests.
Generation Z, now entering the workforce and becoming a powerful consumer force, demands more than just a paycheck or a product. They value work culture, work-life balance, and expect companies to stand for something bigger than profit. In such a world, no serious company thinking long-term can afford to ignore ESG principles.
At the end of the day, ESG is also a matter of moral responsibility. A friend and PR expert recently told me, “Big brands carry big responsibility.” I couldn’t agree more. The bigger the brand, the greater the responsibility. “With great power comes great responsibility.”
This planet is not our property – we are merely borrowing it from future generations. If that’s the case, the least we can do is leave it better than we found it.
What is the Way Forward?
ESG as an Investment, Not a Cost
Given today’s circumstances, I understand the skepticism around ESG that exists within much of the business community in Bosnia and Herzegovina. But what I believe is needed is a shift in perspective. Instead of seeing ESG as a bureaucratic obligation or an imposed burden, we should view it as an investment that yields multiple benefits:
- Efficiency and savings – Sustainable business often leads to smarter resource management, reduced waste, lower costs, and sometimes even premium prices that consumers are willing to pay for ESG-aligned products and services.
I’ve always believed that the ESG journey should begin with win-win situations – where doing the right thing for the environment also saves money. It brings profit, benefits the environment, and feels good. Isn’t that a great starting point?
- Attracting talent – People want to work for companies that share their values. This isn’t just my opinion – it’s a well-documented fact. In a labor market where talent shortages persist and no major shifts are in sight, the ability to attract people who want to work for you becomes a key success factor.
- Resilience and long-term profitability – ESG risks (climate, reputational, governance) are increasingly becoming business risks. Companies that address these issues are more stable and more sustainable in the long run.
The transport sector, in which my company operates, is globally responsible for 23% of total CO₂ emissions related to energy, with about 74% of that from road transport. This is one of the few EU sectors where emissions have increased since 1990. Personally, I see this as both a challenge and an opportunity – to think, analyze, and act in ways that bring about positive change and position us as an ESG-responsible company. I am firmly convinced that doing so can bring us multiple benefits – as a business and on a personal level, knowing we have done something right.
Final Thought
Maybe the rhetoric around ESG will shift. Maybe it will face resistance or skepticism. But its essence remains.
ESG is not a passing trend. It is a way of thinking, a way of doing business, and above all, a way to show we are worthy of trust – from one another and from generations to come.
Because ultimately – isn’t that what it truly means to be a successful company in the 21st century?