2024: A Year in Insights
As we wrap up another year at GlobeScan, we would like to reflect on some of our favorite Insights of the Week from 2024.
Each week, we share timely and strategic research to help leaders in business, civil society, and government navigate a rapidly changing world and respond to evolving societal and stakeholder expectations.
This year, we have selected ten standout Insights of the Week highlighting the key themes and trends that shaped 2024.
The Insight of the Week team will be back after the holidays. Thank you for being part of our growing community this year—we look forward to sharing even more with you in 2025.
1. The Ever More Rapid Pace of Change
At the start of 2024, we were reminded that the year would bring significant volatility and uncertainty. Many felt overwhelmed by radical transformations across political, social, technological, economic, and environmental landscapes—2025 looks set to continue this trend.
2. Feeling the Climate Crisis
Forty-five percent of citizens interviewed across 26 markets since 2020 say they are greatly affected by climate change. The year 2024 saw another record of unprecedented climate-related events, which has significant implications for the adaptation agenda.
3. Calling for Sustainability Leaders
In this context, corporate sustainability leadership is more important than ever. Experts worldwide point to sustainability integration, demonstrating real impact, and action across the supply chain as the top three drivers of recognized sustainability leadership.
4. But Mind the Gap(s)!
Significant obstacles remain in making sustainability a core part of corporate strategy. We identified four major gaps, with the most critical being in resource and capital allocation.
5. Navigating the Sustainability Backlash
As the backlash against the sustainability agenda grows—particularly in North America—businesses must refocus on the business case for sustainability as a driver of value, innovation, and resilience. Debunking myths with evidence and engaging policymakers will also be key to moving forward.
6. Remember: Businesses Are Not the Most Trusted
Contrary to the belief that businesses are the most trusted, our research shows that global and national companies rank relatively low compared to institutions like scientific bodies, NGOs, the UN, and charitable foundations.
7. Rebuilding Trust Requires Action, Not PR
Rebuilding trust demands meaningful action that goes beyond surface-level gestures. Companies must demonstrate ethical behavior, transparency, accountability, and a genuine commitment to sustainability.
8. Stakeholder Engagement on the Rise
In an era of low trust and high expectations, stakeholder engagement is becoming a central focus for corporate affairs professionals. Now is the time to listen, understand, engage, and collaborate.
9. People Want the Green Transition—Make the Benefits Clear
A majority of citizens in G7 countries support the shift to a green economy. However, many are unclear on how this transition will benefit them and their families. To maintain support, we must articulate how the green transition improves lives—not just the planet.
10. Majorities Favor Open and Inclusive Societies
Ending on a positive note as we look to start 2025 with hope: despite increasing polarization and challenges to social cohesion, majorities worldwide—including in the USA—believe in the importance of building more open and inclusive societies.
