Until recently, there was a broad corporate consensus on ESG as a driver and protector of long-term value. Reporting has been essential for demonstrating progress. However, opinions are diverging: some see frameworks like CSRD as overly complex and needing drastic simplification, while others argue for only modest refinements.
Polarisation is undermining trust. Pew Research Centre data shows declining belief in political common ground1, while University of Madrid research reports a 10% rise in UK polarisation over 18 months2. Trends vary across Europe, highlighting the need for businesses to stay responsive and sensitive to local differences3.
In this environment of growing mistrust in politicians and journalists, business has a unique opportunity—and responsibility—to build bridges through credible reporting, consistent stakeholder engagement, and authentic storytelling.
Trust in institutions is under pressure. Edelman data shows a rising belief that leaders deliberately mislead, affecting governments, journalists, and even businesses4. Yet, business still retains a relatively high level of trust.
The challenge is to eliminate dissonance between what businesses say and what they do. Consistency is critical. Stakeholders expect one clear story, wherever they are, rather than fragmented messaging.
Understanding stakeholder expectations is key. Assumptions must be tested through data sources like employee surveys, AGM questions, or materiality assessments. Investor engagement should move beyond tick-box exercises and be fully integrated into business strategy, supported by shared insights across investor relations, corporate communications, and ESG teams.
Long reports alone do not guarantee understanding. Messaging must be clear and decision-relevant. As AI tools increasingly summarise and repackage corporate reporting, content should be optimised with clear metadata, consistent titles, and authentic language to ensure your voice is maintained.
There is no sign that high-quality ESG practices have lost their value; on the contrary, they remain strongly linked to financial performance. While the term “ESG” may be in decline, disclosures on climate and other sustainability outcomes are holding steady, which is a positive trend toward more meaningful reporting.
Technically, regulatory landscapes remain in flux, with the UK’s ISSB implementation draft under consultation and the SEC’s climate disclosure rules on hold. Regardless, steady, verifiable, and auditable progress is the best path forward.
Authenticity is non-negotiable. Over-claiming, inconsistent narratives, and regionally fragmented stories damage trust. Tools like Workiva and our own solutions at Black Sun can help maintain consistency and streamline updates.
Looking ahead, remember you write for three audiences: people, search engines, and language models. With 60% of searches now clickless, AI-generated summaries will continue to grow. Optimising your content for this new landscape requires clear, structured, and date-stamped communications, while maintaining a genuine human voice.
Staying authentic, consistent, and aligned is crucial. Regulators, investors, the public, and increasingly AI will only trust you if you communicate honestly and credibly, across every channel and market.
If you’d like to explore these themes further, please get in touch. We’re here to help you communicate effectively and build enduring trust.
Sources:
1 PEW RESEARCH CENTER, Survey of U.S. adults conducted May 13-19, 2024.
2 U. Caravaca, Á. Cuevas, and R. Cuevas, “Dataset of keywords used by European political parties on Facebook,” Data in Brief, vol. 58, p. 111280, 2025, doi: https://doi.org/10.1016/j.dib.2025.111280.
3 U. Caravaca, Á. Cuevas, and R. Cuevas, “Dataset of keywords used by European political parties on Facebook,” Data in Brief, vol. 58, p. 111280, 2025, doi: https://doi.org/10.1016/j.dib.2025.111280.
4 2025 Edelman Trust Barometer. TRU_INS.
Black Sun Global is a stakeholder advisory and engagement agency that's been driving transformation and positive change for ambitious brands for more than 20 years. With deep expertise in disclosure and reporting, ESG, sustainability, and digital engagement, we reshape how organisations connect with customers, investors, employees, and the wider world.
We are trusted partners to some of the most influential global organisations, sparking innovation and sustainable performance through our strategic insights, partnerships, and proprietary technologies.
As founders of the Positive Change Group, we are on a mission to create a new kind of stakeholder relations partner. Our world-class specialists work closely with executive leadership teams to protect reputations, inspire trust, and promote responsible business practices - building resilience and long-term value in a rapidly changing world.
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