PURPOSE-DRIVEN LEADERSHIP, ESG AND EMPLOYEE ENGAGEMENT: BUILDING SUSTAINABLE BRANDS IN UZBEKISTAN

This article examines the relationship between purpose-driven leadership, environmental, social and governance (ESG) practices, employee engagement, and sustainable brand development in Uzbekistan. As businesses increasingly face expectations concerning corporate responsibility, transparency, and long-term value creation, sustainability must be integrated into organizational leadership, human resource management, and brand strategy. The study adopts an integrative conceptual literature review, drawing on recent research on sustainability leadership, ESG and employee engagement, green human resource management, and corporate social responsibility in Uzbekistan. It proposes a conceptual framework in which purpose-driven leadership shapes organizational values and priorities, ESG practices translate these priorities into measurable organizational commitments, and employee engagement supports the implementation and communication of sustainability-related values. These processes may contribute to stakeholder trust and sustainable brand development when corporate commitments are supported by verifiable practices. The article also identifies contextual challenges, including limited sustainability-reporting capabilities, inconsistent implementation of ESG principles, and the risk of greenwashing. The findings provide a theoretical basis for future empirical research and practical recommendations for organizations seeking to develop credible and competitive sustainable brands in Uzbekistan.