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66 PCB007 MAGAZINE I MAY 2025 Global Citizenship Column by Tom Yang, CEE PCB Understanding Global Citizenship as a Competitive Advantage To succeed, we must find ways to work together. In an era of interconnected markets, heightened social awareness, and increasing corporate accountability, global citizenship is a powerful differentiator for businesses. No longer is success solely defined by reve- nue growth. e perception of a company's ethics, sustainability initiatives, and inclusiv- ity practices significantly influences its mar- ket position. Organizations that embrace global citizenship principles enhance their brand image, build stronger consumer rela- tionships, attract top-tier talent, and estab- lish a foundation for long-term success. The Benefits of a Global Citizenship Approach in Brand Perception Brands that care about global issues, including environmental sustainability, social equity, and ethical business practices, attract consumers. Companies that engage in global citizenship initiatives position themselves as responsible market leaders. is elevates brand perception, making the business more appealing to socially conscious customers who prioritize values-aligned purchasing decisions. For example, Patagonia and Ben & Jerry's have woven social responsibility into their corporate DNA, proving that ethical business practices lead to stronger brand loy- alty and increased profitability. How Ethical Practices Attract Diverse Talent Global citizenship commitment strongly influences an organization's ability to attract and retain top-tier talent. Employees (partic- ularly millennials and Gen Z), seek employ- ers whose values align with their own. Com-