Midas PR contributes to new Beyond ESG - Global Perspectives on Communicating Impact report published by PROI Worldwide

A new report released today by the Public Relations Organisation International (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.

Midas PR, Thailand’s leading public relations agency and the exclusive Thai member of PROI Worldwide, contributed local market insights for Thailand. These include how ESG in Thailand is rapidly transitioning from broad commitments to regulatory-driven, data-backed implementation, shaped by rising consumer expectations, global trade pressures, and an increasing need for credible, locally grounded communications.

Across 65 countries, independent agency communications leaders within the PROI Worldwide network are helping organisations navigate this new reality. Communications around environmental, social, and governance topics require nuance, local insight and authenticity. Whether confronting political polarisation, avoiding “greenhushing,” 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 global 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 greenhushing in an environment that draws greater scrutiny.
• Local insight drives global impact: On-the-ground communications expertise helps organisations 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.

Chelsea King, Director of Editorial and PR Operations at Midas PR and author of the agency’s Thailand submission to the report, said: "Thailand has reached a pivotal moment where ESG is no longer a promise; it’s a performance expectation. With stronger regulations, global trade pressures, and shifting consumer values, companies must demonstrate progress that is both measurable and meaningful. The organisations that succeed will be those that communicate transparently, take accountability, and show how their actions create real impact for Thai people, businesses, and communities.”

Dr Karine Lohitnavy-Frick, CEO of Midas PR, said: “Today, impact is shaping business performance just as strongly as innovation or profit. Companies that align their purpose with societal progress are the ones capturing investor confidence, talent loyalty, and long-term growth. Through this collaboration with PROI Worldwide, Midas PR is ensuring Thailand’s business community has the strategic guidance and global platform needed to compete and thrive in a rapidly changing world.”

The report shares perspectives from PROI partners worldwide, including Australia, Brazil, Canada, the Czech Republic, Poland, Switzerland, Thailand, Ukraine, the 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 here, and PROI member firms are available around the globe to help companies navigate the changing environment for communicating impact.