Performance takes priority in ESG evolution, leaders say 

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Corporate executives are recalibrating their approach to environmental, social, and governance (ESG) initiatives, with about half saying they’re moving away from symbolic gestures toward measurable business impact, according to new a new research study “Pulse on the Modern CEO Agenda” from Weber Advisory.

 

“Companies are being forthright about what was working versus what was performative,” said Jim O’Leary, CEO of The Weber Shandwick Collective, North America, and Global President. “Ultimately, actions speak louder than acronyms, and it’s a moment for purpose with pragmatism.”

 

 

Key Findings from Pulse on the Modern CEO Agenda:

 

Corporate Role Shifts Toward U.S. Innovation and Workforce Development

 

The research reveals significant changes in how corporations articulate their role in society since January 2025. More than half of business leaders report their companies have shifted to emphasize innovation leadership and technological sovereignty (55%) and U.S. workforce development (54%). Among companies headquartered in the U.S., the motivations for these changes are primarily business-driven: 56% cite operational benefits, while 50% point to long-term shareholder value creation. A smaller number, at 30%, attribute changes to direct or indirect government pressure.

 

AI Responsibility Meets Business Pragmatism

 

When it comes to artificial intelligence, corporate leaders feel tensions between a socially responsible approach and the productivity gains wrought by AI. More than two-thirds (68%) of leaders want to see AI productivity gains reinvested in new job creation and business expansion. But a majority (52%) nonetheless believe that companies should maximize AI implementation for competitive advantage.

 

Corporate Purpose Language Evolves

 

The study documents a notable shift in corporate terminology, with executives increasingly adopting business-focused language to describe their role in society. Usage of terms like “workforce development” and “responsible business” has increased by 41% and 37% respectively, while references to “LGBTQ+” have remained mostly unchanged (43%) or decreased slightly (18%).

 

The research found that executives are of three mindsets about responsible business today:

 

  • Nearly half (48%) are Enthusiasts who embrace their corporation’s social and environmental initiatives as core to business strategy, and important to continue.
  • Just under half (45%) are Pragmatists who are reflecting on the intent of their corporation’s social and environmental initiatives to ensure they are backed by strategic action, and/or not over corrections to cultural pressures of the moment.
  • A minority (7%) are Skeptics who find their corporation’s social and environmental initiatives to be too far-reaching and going beyond what a company should address.

 

“Unsurprisingly, given the pace of change and disruption today, CEOs are recalibrating their language and approach on critical environmental and social issues. In many ways, it’s back to basics. Executives are focusing investments in material business issues, plus workforce and supply chain resilience, all attuned to the cultural sensitivities of 2025,” said Paul Massey, President, Weber Shandwick South and co-lead, Weber Advisory Americas.

 

Cultural Adaptation as Strategic Imperative

 

The research reveals that 81% of C-suite leaders consider cultural adaptation an essential component of reputation, branding, and stakeholder management. Four-fifths (80%) would consider emerging cultural movements as important strategic lenses for reassessing their organizations’ social and environmental initiatives.

 

“It’s not just recognizing that culture matters—it’s having the intelligence to act on it,” said Sheila Mulligan, President, Weber Shandwick Central and co-lead, Weber Advisory Americas. “By combining forward-looking data with deep community insights, we help map stakeholder networks and uncover what people truly value. Corporate leaders need real-time analytics to move beyond reacting to cultural flashpoints and toward predictive, strategic decision-making. We anticipate cultural movements before they reach the boardroom and translate those insights into strategies that protect reputation, unlock opportunities, and drive long-term value.”

 

KRC Research, Weber Shandwick’s research arm, conducted this global survey among 250 C-suite business executives from September 2-18, 2025.

 

Explore the full findings below and learn more here on how Weber Advisory helps today’s leaders rise to the moment.