To counter political backlash against ESG, Mars' CEO reframes sustainability as a fundamental business imperative. For a food company reliant on agriculture, climate change directly threatens crop viability and affordability. This makes environmental action a matter of operational resilience and risk management, completely separate from political debate.

Political and social climates are prone to volatile swings. Instead of reacting to short-term trends (e.g., DEI focus vs. rollback), leaders should define their company by core principles that will remain true in two decades. This provides stability and authenticity, making everything else just a fleeting trend.

Instead of reacting defensively to negative press, the team reframed the situation as an opportunity. This mindset shift led them to stick to their plan and amplify the campaign's reach by focusing on positive business signals, rather than apologizing or retracting.

In just five years, the corporate environment has swung from encouraging open discussion on social issues like race to fearing it. This "whipsaw" is driven by ideological extremes on both sides, making it difficult for leaders to find a rational middle ground for authentic engagement.

Hamdi Ulukaya navigates political divisiveness by collaborating with figures like Ivanka Trump on non-partisan, "timeless truths" such as food waste. This approach seeks common ground on shared human challenges, sidestepping partisan conflict while staying true to company values.

Patagonia avoids performative activism by only speaking out on issues where it has deep-seated authenticity (business and environment) and can be genuinely additive to the conversation. This strategic filter helps them navigate when to engage and when to stay silent.

Activism isn't binary. A 'covert' approach involves expressing values through business decisions like partnerships, hiring, or amplified voices. This is a valid, often safer, alternative to direct 'overt' public statements, allowing for a spectrum of engagement based on comfort and capacity.

True corporate values are steadfast principles that guide a company regardless of the political or social climate. Values that are easily discarded when they become controversial are not core values but rather branding exercises. This inauthenticity risks significant consumer backlash when exposed.

Beyond 'fight or flight,' Mercy Corps' CEO identifies a third, more dangerous crisis response: 'freeze.' She argues that holding still or failing to adapt guarantees a slow demise. For leaders facing existential threats, radical rethinking is the only viable path forward, even when the future is uncertain.