Sustainability at a Crossroads: The Courage to Lead After 2024
Stakeholder Business
We help leaders build thriving stakeholder businesses that matter
The 2024 U.S. presidential election didn’t just change the political landscape—it reignited debates about the future of business-driven sustainability efforts. While political uncertainty dominates headlines, the reality of climate-related disasters costing the global economy over $200 billion annually1 remains unchanged. Meanwhile, 85% of investors now consider environmental, social, and governance (ESG) factors in their decision-making, reflecting a growing expectation for businesses to lead on sustainability.2 The stakes have never been higher: Will business leaders rise to the occasion or retreat into silence?
Corporate leaders now face pressing questions: What now? How do businesses maintain momentum on sustainability goals amidst political uncertainty, rising scrutiny, and cultural divides? And perhaps most importantly, how can leaders turn these challenges into opportunities for innovation and impact?
These questions were at the heart of a December 9 webinar titled “OK – Now What? Navigating the Shifting Landscape for Corporate Sustainability After the 2024 U.S. Presidential Election,” hosted by Michael Dupee , CEO of Sustainable Brands and Camilla Taylor , Executive Director of the American Sustainable Business Network . Moderated by Nataki Williams, MBA of The Guardian US the panel featured insights from Andrew Winston , globally recognized sustainability strategist; Kelly Vlahakis-Hanks , CEO of ECOS by Earth Friendly Products ; and Skye Perryman (she/her) , CEO of Democracy Forward . Together, they explored how businesses can navigate mounting challenges while remaining steadfast in their sustainability commitments.
The Risks of Greenhushing
One of the most urgent challenges discussed during the webinar was greenhushing. This trend describes the growing hesitancy among companies to make public sustainability commitments due to fear—fear of political backlash, accusations of “greenwashing,” or alienating stakeholders.
But Andrew Winston captured the heart of the issue: “The reasons we were doing these things was because there’s real change in the world. That’s why there was a backlash.” This backlash, while daunting, reflects the very progress sustainability efforts are achieving. Businesses that retreat risk losing trust with key stakeholders, including employees, consumers, and investors, who increasingly value transparency over perfection.
Kelly Vlahakis-Hanks, CEO of ECOS, reinforced this message: “When you remain true to the authenticity of who you are as a company, if you are unwavering in your commitments, you can weather the storms of external criticism.” Authentic leadership not only builds trust but also turns potential criticism into opportunities for engagement and improvement.
Pushing Beyond Compliance: Leadership Through Innovation
Compliance with environmental regulations is necessary, but true leadership begins where compliance ends. Companies that go beyond the minimum discover opportunities for innovation that transform challenges into competitive advantages.
Consider California’s Cleaning Products Right-to-Know Act. For some companies, this regulation prompted minimal adjustments to meet transparency requirements. For others, like ECOS, it became a catalyst for meaningful change. By embedding sustainability into their core values, ECOS developed carbon-neutral manufacturing processes and non-toxic products that resonate deeply with consumers.
While some leaders worry about the upfront costs of sustainability, the long-term returns are clear. Sustainable practices drive cost reductions through improved energy efficiency, waste minimization, and optimized supply chains.3 Companies prioritizing ESG (Environmental, Social, and Governance) initiatives not only see financial resilience but also gain a competitive edge in markets increasingly shaped by consumer and investor demand for accountability.
As Winston highlighted, sustainability is no longer just a moral imperative—it’s a business opportunity. A meta-analysis of over 1,000 studies found that strong ESG practices positively correlate with financial performance.3 Leaders willing to embrace innovation will find that sustainability doesn’t detract from profitability—it amplifies it.
Consumers Demand Leadership
While governments may waver, consumers have not. Their expectations for corporate sustainability remain resolute. A 2021 survey revealed that 44% of consumers are more likely to purchase from brands committed to sustainability.? Products marketed as sustainable are growing 2.7 times faster than conventional alternatives,? signaling a clear shift in consumer priorities.
Kelly Vlahakis-Hanks emphasized this universal demand: “Human and planetary health is something that is ubiquitous in the desire from the consumer. It doesn’t matter political party or walk of life.” Sustainability transcends political divides, appealing to shared values of health, safety, and environmental stewardship. Companies that align their practices with these values are not just meeting expectations—they’re creating lasting trust and loyalty.
For businesses concerned about alienating segments of their audience, sustainability’s broad appeal offers reassurance. Efforts to reduce waste, prioritize health, and create environmentally friendly products resonate across demographics, turning shared values into shared success.
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Leadership: A Test of Courage
The discussion repeatedly returned to one word: leadership. And leadership, as Andrew Winston reminded us, isn’t about pleasing everyone. It’s about doing what’s right, even when it’s hard.
“If you’re going to make somebody angry,” Winston said, “you should probably just do the right thing.”
This is the challenge for today’s leaders. Courageous leadership sets higher standards—not just for profitability, but for long-term impact. It’s about aligning actions with values and taking ownership of the future. By staying true to these principles, businesses can navigate uncertainty with resilience and confidence.
This Is the Time to Act
The 2024 election has reshaped the political landscape, but one truth remains: there’s no cavalry coming. As Skye Perryman stated: “It’s up to consumers, investors, and businesses to ensure sustainability remains a priority.”
This is a defining moment for business leaders. Will you wait for permission to act, or will you lead? Bold sustainability commitments are more than good PR—they’re a path to innovation, resilience, and purpose. By stepping up now, companies can build trust, inspire loyalty, and position themselves as leaders for a better future.
But the path forward isn’t always clear, and the complexity of the challenges can feel overwhelming. That’s where a roadmap makes all the difference.
Stakeholder Business’ The Five Advantages Experience offers more than just a framework—it provides the tools, insights, and strategies to navigate uncertainty with confidence. Through this experience, participating companies can expect measurable gains in non-financial metrics that matter most for long-term success:
Innovation: Drive new solutions and identify opportunities to create competitive advantages in sustainability and beyond.
Employee Engagement and Development: Foster a motivated, purpose-driven workforce that aligns with the company’s mission and values.
Strategic Clarity: Achieve a clear, actionable vision for balancing sustainability, profitability, and stakeholder impact.
Brand Legacy: Build trust, loyalty, and recognition as a leader committed to meaningful, lasting change.
These outcomes not only enhance organizational resilience but also position companies to thrive in an era where leadership is defined by purpose and impact.
Now is the time to act. Learn more about Stakeholder Business’ The Five Advantages Experience at www.stakeholderbusiness.com/thefiveadvantages.
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