Can you tell us about the concept of purpose and polarization going head-to-head? How do you think companies can effectively balance taking action on societal issues while navigating politically polarizing topics? How do you suggest companies strike the right balance?
The concept of purpose and polarization going head-to-head is top of mind for both business leaders and employees. Despite 88% of corporate social responsibility leaders (CSR) leaders believing companies should continue to take a stand, 71% of them also believe companies should be cautious about the issues they support to avoid alienating stakeholders, according to the State of Corporate Purpose 2023 trends report. In these challenging times, companies find themselves in a difficult position. Frankly, I wish there were a simple solution or playbook, but the reality is that each company will need to do what is right for their business and stakeholders and use that as a North Star to guide them through this period of uncertainty.

It will look different for every company. So the most important thing to do is reflect on the learnings from the past few years where brands were likely forced to take action on polarizing topics (like climate, Roe v. Wade, or the invasion of Ukraine). What did you do, what did you What was your company's tolerance for risk versus standing up on an issue, how did stakeholders react, how did you make difficult decisions, what did you learn about what worked and what didn't, what measures of success did you use?what did you learn about what works and what doesn’t, what were your measures of success? With this baseline in mind, identify the patterns that can be used for future decision-making. This will help you forge a path forward that is authentic to your brand, your people, and your business, helping you maintain trust as we navigate through a sustained period of heightened polarization.