Xenia Kourtoglou, founder of Focus Bari, speaker at the BIG P. Conference

With tremendous success and an impressive turnout of representatives and executives from all sectors of business and communication, the first Total Business conference, titled “The BIG P“, was held at the Athens Conservatory on May 16th. The event emphasized that the “big picture” lies in the vision of the future we are shaping together.  To capture the contemporary expectations of consumers towards the businesses of tomorrow, Focus Bari conducted a nationwide survey on behalf of TOTAL BUSINESS, titled: “(Re)Defined: What Greeks Expect from the Businesses of the Future.”  The findings were presented by Xenia Kourtoglou, revealing key messages from consumers to businesses, across the seven core pillars of modern entrepreneurship:

• A Voice with Substance: Citizens want businesses to engage meaningfully in socio-political challenges, free from hidden agendas.
• Ethics & Transparency as the Foundation of Trust: Society demands honesty, ethical values, and real social responsibility from future businesses — including job opportunities, inclusion, and accountability.
• Technology Is Not Enough: Customer experience, employee mental health, and inclusivity are now central to business evaluation.
• Innovation Is the Only Way Forward: Citizens support innovation, while also insisting on preserving human connection and supporting small and medium-sized enterprises.
• Gen Z: Don’t create for the new generation — create with them.
• Focuson the Human Factor: With genuine support, empowerment, and care for employees, performance can double.

See the full presentation of the survey here.