Xenia Kourtoglou Discusses the Greek Consumer

The Corporate Sustainability Conference, organized by the American-Hellenic Chamber of Commerce (AmCham) at the Lighthouse of the Stavros Niarchos Foundation Cultural Center, brought together business leaders and executives from across the market to discuss sustainability and ESG. The conference explored how businesses approach and adopt sustainable practices, the extent and ways in which these principles are implemented, how consumers perceive them, and the key directions for the future.

Representing the consumer perspective and drawing on her expertise in human and business resilience, Xenia Kourtoglou of Focus Bari participated in the panel “PEOPLE as Consumers — Trust, Behavior & Responsibility.” She offered a concise and insightful analysis of today’s consumers and their attitudes toward sustainability.

Findings from both Greek and international research indicate that, while consumers acknowledge the importance of sustainability and protecting the planet in principle, their purchasing decisions are still driven primarily by price and perceived quality. Another defining characteristic of our times is declining trust in organizations and institutions, which makes it even more challenging to foster consumer confidence and a shared sense of responsibility.

Addressing the question of how organizations can rebuild trust, Xenia Kourtoglou proposed starting with a thorough assessment of their current image and reputation, followed by a holistic approach to transformation — turning principles into authentic, tangible action. She emphasized the importance of establishing KPIs that reflect values put into practice, ensuring that these values are genuinely embedded in business decisions and actions rather than remaining mere statements of intent.

Xenia’s contribution once again made a strong impression on the audience, combining extensive research and evidence with her practical experience as a strategic advisor in leadership and resilience.