S3 E11: Commercial Brands in a Sustainability-driven Business World with Alexandra Dinita

Alexandra Dinita argues that ESG is not just a trend but a moral and business imperative. By embracing ESG, organizations can build trust, transparency, and peace of mind.

In today's world, plagued by crises and moral dilemmas, Alexandra higher moral standards and values are essential. ESG provides a global conversation that can address these issues and create a better future for businesses and society as a whole. It is time for businesses to embrace ESG and pave the way for a better tomorrow.

While ESG may currently be seen as a burden in countries like Romania, Alexandra emphasizes the need to view it as a moment of clarity and a wake-up call for companies. Organizations must understand that they have a role and a mission as economic and social actors, and they can no longer hide from their responsibilities.

The process of embracing ESG involves deep systemic changes, from due diligence to changing business processes and models, setting clear targets, and constant communication. Alexandra urges companies to start this transformation immediately, as it is a time-intensive process that requires careful planning and execution.

The road to ESG compliance may be challenging, but Alexandra insists it is the only way forward for achieving long-term values of transparency, truth, and building a lasting reputation.

Key Takeaways

• ESG is not a trend but a transformation that can create a better future.
• ESG compliance leads to more public trust, transparency, and influence for companies.
• Companies cannot hide anymore and must embrace their role as environmental and social actors.
• ESG requires a new mindset and restructuring of business models for long-term sustainable growth.

About the Guest

Alexandra Dinita is Founder & Managing Partner of Free Communication in Bucharest, Romania. After earning a degree in architecture and urbanism, she chose to take challenges of the communication field over 20 years ago. With extensive experience in PR & marketing, she has coordinated integrated communication services for large international accounts in challenging industries as healthcare, aviation, finance & insurance, automotive, retail, and construction. Alexandra also holds an Executive MBA from ASSEBUSS/Kennesaw State University.

About the Host

Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.

PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ.

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