Founded in 2024, the WMG Foundation has set an ambitious goal: to promote societal self-sustainability as a key factor in achieving European and global competitiveness. Driven by a vision of a stable and prosperous region, the foundation is an active contributor to the economic, social, and environmental sustainability through a wide range of initiatives.
"Our mission is clear: we want Serbia and the Western Balkans to become sustainability leaders by 2030," said the WMG Foundation's Director, Irena Petrović. "Through concrete actions and strong partnerships, we are proving that every individual and organisation can contribute to the transformation of the local community."
Future-Oriented Initiatives
One of the foundation's flagship projects is “Eupravo zato” initiative aimed at strengthening partnerships and building trust between Serbia, the Western Balkans, and the European Union. It aims to enhance public awareness of the EU's contributions, while also fostering deeper engagement with EU values and policies that impact daily life. The EUpravo Zato platform serves as a digital media hub that amplifies content to benefit the wider community, driving social, environmental, and governance improvements in the region.
“Empowering the next generation” is the foundation's project focused on educating primary school students about climate change. Through interactive lectures and hands-on activities, such as tree planting and the creation of bee-friendly gardens, young participants gain knowledge and skills essential for protecting the environment.
Students learn how important climate change is and how we can all help as members of the society. With this knowledge every child is able to make little change and spread the mission.
Beyond education, the WMG Foundation actively supports public health initiatives. The "Prevention as a Guarantee" project raises awareness about the importance of preventive healthcare and healthy lifestyle habits, with a special focus on breast cancer prevention.
The WMG Foundation is a partner in the "Zasadi drvo" project, which was launched in 2019. This collaborative initiative stands as the largest mass tree planting campaign in Serbia, engaging citizens in its efforts. To date, more than one million seedlings have been successfully planted across the country.
Partnerships for a Better Future
To expand its influence, the foundation has partnered with the Association of Business Women of Serbia, among many other organisations, to strengthen female entrepreneurship and promote sustainable business practices.
These collaborations allow them to keep on working on empowering women and to foster innovative business models that align with sustainability agenda.
Further, the foundation’s activities closely align with the ESG Adria Summit’s goals, hence they have decided to support it. By raising awareness, crafting meaningful partnerships and delivering tangible actions, this is the proper platform to amplify its regional efforts.
"At ESG Adria Summit, we talk a lot about systems change, but real transformation happens when individuals and organisations commit to something bigger than themselves. That’s why the work of WMG Foundation stands out. They are shifting mindsets, investing in young people, public health, and the kind of leadership that makes sustainability a lived reality", said Biljana Braithwaite, CEO of Sustineri Partners, organiser of the ESG Adria Summit.
