Without geodesy – the science that determines the shape of the Earth, its gravity field, and its rotation as functions of space and time – accurate positioning would not be possible. Geodetic observation techniques, analysis infrastructure, and products provided by the International Association of Geodesy (IAG) are fundamental to Earth system research and are the backbone for location-based applications. IAG’s Global Geodetic Observing System (GGOS) is a collaborative effort of the global geodesy community aimed at providing consistent and openly accessible geodetic Earth observations. In addition, GGOS supports activities and projects that promote the importance of geodesy to science and society. This paper summarizes recent GGOS initiatives and achievements in strengthening the awareness of the value of geodesy.