A team from UrFU Graduate School of Economics and Management Laboratory of Sustainable Development and Digital ESG Transformation presented the results of a large-scale study at one of the country's leading venues — the 13th "Economics and Management" Conference at St. Petersburg University's Graduate School of Management.

Associate Professor Zhanna Belyaeva and researcher Saira (Pakistan) spoke at the "Business in Society: Transforming Relationships" session with a paper titled "ESG Practices, Student Adaptation, and Sustainable Behavior in BRICS+ Universities".

The team analyzed cross-sectional data from 38 BRICS member and partner universities. The study revealed non-obvious patterns that can already be used to help cross-cultural student teams adapt at UrFU.

• Strategy matters more than actions. How students perceive the university's existing sustainability strategy influences their adaptation roughly three times more strongly than their direct participation in ESG practices (waste sorting, volunteering, etc.). It matters to students that the university takes a systematic approach rather than simply declaring one.
• Belonging is key to success. A sense of belonging to the university community helps students adapt to their studies far more effectively than overcoming cross-cultural barriers.
• Learning shapes habits. Academic adaptation is the strongest predictor of whether a student will follow sustainable development principles in everyday life.
• AI is the new norm. The introduction of artificial intelligence at BRICS+ universities is perceived by students as a baseline expectation rather than a transformational driver of sustainable behaviour.

All analytical work is carried out within the framework of UrFU's strategic project "Priority 2030".

Anastasia Pyankova (on material from Nauka Urala)