The Case for Quiet Corporate Activism

Leaders concerned that they will be penalized for championing sustainability and diversity can still sustain their commitments.

- By Julia Binder and Heather Cairns-Lee

NOT LONG AGO, BUSINESS LEADers were under constant pressure to speak up on climate, diversity, or social justice.

Making bold commitments and pledges was not only encouraged but demanded and, for a time, seen as a hallmark of good leadership.

Today, the mood has shifted dramatically. In the United States, a wave of “anti-woke” sentiment and political intervention has turned formerly celebrated ESG and DEI initiatives into sparks for controversy. Lawsuits, political campaigns, and regulatory threats have made even cautious statements on sustainability or inclusion feel risky.

And the fear is spreading. According to the 2025 Sustainability at a Crossroads survey, 71% of European sustainability experts now report strong backlash against corporate sustainability efforts, the second-highest rate globally after the U.S.¹ That’s a striking shift for a region once seen as a global leader in sustainability. Across both the U.S. and European markets, senior executives have told us that they feel torn between their corporate values, the topics they personally care about, and mounting external pressure to fall silent.

How can companies continue to drive positive change without painting a target on their backs? For many business leaders, this is no longer a theoretical dilemma but a daily challenge with real consequences. Here, we'll explore the rise of quiet corporate activism: a strategic, behind-the-scenes approach to sustaining social commitments in volatile times. We examine why this topic matters now more than ever and offer pragmatic strategies for leaders to keep advancing purpose-driven agendas discreetly yet effectively. Not all activism requires a spotlight. Some of the most profound change happens quietly.

The Backlash Behind the Retreat