How to Deliver on ESG Initiatives in Emerging Markets.

The article focuses on how multinational firms can effectively deliver Environmental, Social, and Governance (ESG) initiatives in African frontier markets by aligning with local stakeholder expectations. Based on a six-year field study across seven East African countries, the research highlights that local communities prioritize tangible improvements in quality of life over conventional ESG reporting, emphasizing skills development, broad-based benefits, genuine engagement, empowerment, tailored solutions, and integration of impact into core business strategies. The authors propose the UBUNTU checklist—reflecting the African philosophy of interconnectedness—as a practical framework for firms to build trust and achieve meaningful societal impact. The study underscores the critical role of local employees in bridging firms and communities to foster sustainable ESG outcomes. [Extracted from the article]