As political and economic landscapes evolve and tensions rise, companies are being ever more thoughtful about how they engage with communities, employees, and the planet. In a February 2025 CECP Pulse Survey, a quarter of respondents reported focusing less on the terminology to describe what they were doing and more on the work to be done. This reinforces their intent in a way that connects with a broader range of individuals’ needs, who have a mix of political and social leanings.
The message is clear: the commitment to responsible business, sustainability, greater economic opportunity, and inclusion for all remains crucial for long-term business success. It is demanded by employees, partners, investors, and communities, among other key stakeholders, and must be demonstrated through action.
Why It Matters: Action Over Advocacy
In today’s climate, many executives are choosing to act rather than merely speak. At the 2025 CECP Board of Boards, 45% of CEOs said their boldest move toward sustainable leadership is further integrating their company’s values into their incentives and operations. The second most popular response was mobilizing their peers to deepen community engagement. These leaders are not avoiding public statements; instead, they are prioritizing meaningful, measurable actions that reflect their values and business goals.
The Big Picture: Reframing for Impact
Companies are navigating regulatory pressures, economic uncertainty, and cultural shifts. The most effective response? Strategic action. Rather than relying on politically charged terminology, companies can focus on workplace belonging and career development, community investments that drive economic prosperity, operational efficiency tied to sustainability, and other strategies that advance responsible business.
Six Ways to Lead Through Action
Based on insights from CECP’s coalition of 200+ companies, here’s a framework for CEOs and their teams to guide decision-making and action in a constantly evolving business landscape:
- Live Your Corporate Purpose. Your corporate purpose isn’t just a slogan, it’s a strategy. Companies that embed purpose into operations saw a 32% higher median revenue and 45% higher median pre-tax profit in 2023 (Giving in Numbers™: 2024 Edition). The PSEG Foundation, for example, has partnered with the Neighborhood Partners Program to support hundreds of local nonprofits, helping them best serve their communities. “Our mission is deeply rooted in community investment,” shared Calvin Ledford Jr., President, PSEG Foundation. “We’ve grown from simply funding good ideas to building long-term partnerships with nonprofits we now consider trusted collaborators.” For PSEG and other responsible businesses, their purpose isn’t just a slogan, it’s a North Star for strategic, long-term success. Let your purpose guide decisions, investments, and internal culture.
- Evaluate Stakeholder Impact. Before taking a stand, assess how an issue affects your employees, partners, investors, communities, and other key stakeholders. While they often have asymmetric expectations, CEOs and their teams can decide whether those who might disagree with an action are an acceptable loss. Determine if and what action will create a net positive impact. For example, in response to USAID cuts, 11% of companies shifted existing community investments to support affected partners, showing flexibility and commitment without increasing spend.
- Act with Authenticity and Accountability. Before making public commitments, reflect on your company’s track record. Close gaps. Align actions with values. Authenticity is built through consistency, and what you do matters more than what you say. As illustrated by the findings of the 2025 Edelman Trust Barometer, to dissipate growing societal grievance and increase optimism, it’s necessary to prioritize and rebuild trust across your organization and local communities. During a CECP CEO Roundtable, Richard Edelman, CEO of Edelman, shared, “Business cannot put its head down and hope the storm will pass. Business needs to be a part of the solution by offering well-paid jobs, reskilling employees, and providing innovative and affordable products.”
- Measure What Matters. Set KPIs that connect business strategy to people, planet, and community. To track progress and identify opportunities, use tools like CECP’s Integrated Long-Term Plan Framework, which helps companies communicate to investors how events in the short term are expected to impact plans in the long term. Use CECP’s Employee Engagement Benchmark to gain clarity on how your company is driving purpose at work, opportunities for growth, employee wellbeing, and whether your company has a culture of community involvement. Thoughtful, long-term planning signals commitment to stakeholders, and transparency builds trust and drives performance.
- Leverage Your Unique Strengths. Focus on where your company can make the greatest difference, such as issues that will create greater economic opportunity for more people and meet the needs of those within your corporate footprint. For example, Adtalem Global Education has partnered with SSM Health to launch the Aspiring Nurse Program, a first-of-its kind partnership designed to fund nursing education, enhance clinical readiness, and create a direct pathway to employment across SSM Health’s care sites. “When forward-thinking health systems invest in comprehensive workforce partnerships—combining funding, hands-on facility training, and a direct line to employment—we create sustainable pipelines that scale with provider needs,” said Steve Beard, Chairman and CEO of Adtalem. “We’re building the foundation for long-term workforce stability while ensuring graduates are day-one ready. This is the future of strategic healthcare workforce development.” Impact starts from within.
- Engage to Innovate. Innovation thrives from having a diverse array of perspectives, including those outside of traditional norms. Invite input from employees, customers, and community leaders who are strong supporters of the business. This approach not only promotes inclusivity but also strengthens brand reputation, drives resilience, and enhances long-term success by meeting the diverse needs of the market.
These are not just talking points. They’re business strategies that collectively drive stronger employee performance, brand loyalty, operational resilience, and long-term profitability.
What to Watch: Taking action, especially in a polarized environment, carries risk. But silence can be costlier, as it may lead to brand reputation damage, decreased employee morale and engagement, diminished investor confidence, and more. The key is to act with intention, grounded in your company’s values and strategy, focused on shared prosperity in priority areas.
Ask yourself:
- Are we aligning our actions with our purpose?
- Are we measuring and communicating progress?
- Are we building partnerships that amplify our impact?
This is the foundation of a proactive, purpose-driven approach to leadership. Let’s move beyond statements and into sustained, strategic action.
Have a story to share? CECP wants to hear how your company is taking action. Reach out and inspire others.