Sustainability Research Shows Loyalty Gains in Emerging Markets and Global Influence Shift

A study led by Mohammed Humed Hussien, published in the *Journal of Business Management and Accounting*, finds that brands in emerging markets can boost consumer loyalty by integrating sustainability across brand image, corporate social responsibility and environmental communication. The research of 25 articles indicates that authentic, transparent, and culturally aligned sustainability messaging drives stronger trust and repeat purchases, especially for sectors such as FMCG, retail and apparel.

A separate survey by GlobeScan and BSR of 124 sustainability professionals at large firms reveals that the future sustainability agenda will become more geographically dispersed. Nearly two‑thirds of respondents expect Asia‑Pacific to gain the most influence, with the European Union and China also set to play larger roles, while the United States’ influence is projected to decline. Companies are advised to align global strategies with these evolving regional priorities.