26.01.2026
On January 22, 2026, the Faculty of Economics and Business Administration at Sofia University “St. Kliment Ohridski” became a meeting space for ideas, experience, and visions for the future during the second edition of the EthiCitizen Summit. The forum brought together representatives of business, educational institutions, local authorities, and active young people around the shared theme of sustainable behaviour as a result of conscious education, engagement, and cross-sector partnerships. The event opened with welcoming remarks by Assoc. Prof. Atanas Georgiev, PhD, Dean of the Faculty of Economics and Business Administration, who emphasized the role of education on the path to sustainability.
The meeting began with the presentation of EthiCitizen’s results for 2025. The platform has recorded growth both in scale and impact, establishing itself through corporate campaigns as a proven tool for developing sustainable habits among employees. EthiCitizen has also expanded its activities through active engagement with younger audiences—via an interschool competition in Sofia, sustainability knowledge reached children and young people aged 11–19 in more than 30 schools.
The data were presented by Yoan Georgiev and Nikola Dimitrov, founders of EthiCitizen. They reported over 4,100 active users, representing a 342% increase, as well as more than 1,000 new registrations. Throughout the year, 4,590 sustainable challenges were completed, while average user engagement increased from 5.1 to 9.27 minutes (a 182% rise). In parallel, EthiCitizen held more than 90 meetings in Sofia schools, engaging 500 registered students and over 5,000 young people, with the corporate sector contributing more than 4,800 hours of active engagement.
“The results show that when sustainability becomes an experience rather than an abstract concept, people are ready to act”, emphasized Assoc. Prof. Marina Stefanova, PhD, Vice-Dean of the Faculty of Economics and Business Administration and Executive Director of the FEB Foundation. “We live in a difficult and unsettled present, and action is needed here and now. The strength of EthiCitizen lies in connecting education, business, and local government into a single ecosystem. It provides science-based education through play, using an approach aligned with the world of young people. This is a project that can change mindsets and support the creation of the next generation of sustainable global citizens”, she added.
This connection was clearly demonstrated in the first discussion panel, “EthiCitizen Business Panel: Together on the Path to Sustainability”, featuring representatives of companies that worked with the platform in 2025. Darina Tsukeva, ESG Expert at UniCredit Bulbank, noted that sustainability is a strategic priority, but its value is measured in people’s everyday behaviour. Petya Manastirska, Sustainability and Quality Manager at Devin EAD, added that changing corporate culture requires tools that motivate rather than impose. Desislava Dimitrova, Senior Legal at TMF Group, emphasized that regulations are meaningful and should be complemented by conscious choice.
Moderated by Assoc. Prof. Stefanova, the program also included two special Fire Chat conversations. The first was with Assoc. Prof. Atanas Georgiev, PhD, Dean of the Faculty of Economics and Business Administration, who shared innovative approaches to working with students at the Faculty as a hub of knowledge and experience.
The second conversation was with Mariana Ivanova, Deputy Mayor of Slatina District responsible for education, culture, e-government, and sports. She highlighted the key role of local authorities in supporting such partnerships, as they turn sustainability from a concept into real community-level policy.
The event continued with a discussion panel titled “The Power of Non-Formal Education”. Prof. Eleonora Stancheva, PhD, a lecturer at the Faculty of Economics and Business Administration and Chief Operating Officer of the Career Center, emphasized the need to integrate sustainable thinking across all educational levels and disciplines. Elma Stoycheva, a teacher at the National Financial and Business High School (NFSG), shared that non-formal methods work best when students are active co-creators of the process. Desislava Ilieva, Head of the Eco Club at Primary School No. 4 “Prof. John Atanasoff” provided an example of how hands-on activities turn environmental topics into a personal cause for children.
The forum also hosted the “EthiCitizen Youth Panel: The Generation That Has No Time to Wait” where young participants not only presented their initiatives but also clearly outlined their expectations of institutions and society. Ivan Ivanchev, a student at NFSG, shared that sustainability starts with small choices but requires a supportive environment. Niya Poneva, Secretary General of the Sofia Student Council, called for young people to be genuinely included in decision-making processes. Marina Atanasova, winner of EthiCitizen’s university campaign, concluded that sustainable behavior is built most successfully within a community.
EthiCitizen Summit 2025 concluded with the presentation of priorities for 2026. The team reaffirmed its commitment to continued intensive work and partnerships with business, schools, and local authorities, emphasizing that a sustainable future is achievable through connected efforts, shared responsibility, and the active participation of young people—starting today.