Corporate activism in times of political polarization

The driving forces behind corporate activism

Corporate activism has developed into a long-term communication strategy, particularly due to the dynamics of social media. Companies have the opportunity to formulate their own positions and communicate directly with stakeholders without the detour via traditional media. The figures speak for themselves: according to the Edelman Trust Barometer 2025, 66% of respondents expect CEOs to take a personal stance on social issues. One driver of this development is an increasing loss of trust in governments. This has led to companies and their managers increasingly being perceived as trustworthy and competent players in social issues. According to the Edelman Trust Barometer, more people worldwide trust companies to “do the right thing” than they expect governments to do. In Germany in particular, mistrust of political institutions is high, especially with regard to their competence in dealing with new technologies. In contrast, the business sector is seen as having a greater capacity for innovation, particularly when it comes to the responsible introduction of new technologies.

This lead in trust leads to increasing expectations of companies and CEOs to take an active role not only within their own organization, but also in social debates. A majority of respondents would like corporate leaders to speak out publicly on key issues such as climate protection and social justice. In addition, companies are seen as drivers of innovation and are considered more credible when it comes to regulation and the development of new technologies.

These developments have far-reaching consequences for corporate communication and strategy. CEOs are under increasing pressure to take clear positions on social issues and actively contribute to solving global challenges. Companies must communicate their values authentically and integrate social responsibility into their brand strategy. They are also expected to work closely with governments to develop solutions to key challenges such as climate change, energy shortages and healthcare. In summary, it can be said that companies are no longer just economic players, but are increasingly taking on a central role in social change – a development that offers opportunities, but also requires clear positioning.

This development shows that corporate activism is not a short-term trend, but an essential component of a modern corporate strategy. Those who position themselves credibly not only strengthen their reputation, but also the trust of employees, customers and investors

Opportunities and challenges

Corporate activism offers numerous opportunities: companies that are consistently committed benefit from stronger employee identification, a positive public perception and greater brand appeal. But there are also risks: Untrustworthy commitment or pure “wokewashing” is quickly seen through by the public and can lead to a loss of trust. Controversial topics can also lead to polarization – a challenge especially for internationally active companies that operate in different cultural and political contexts.

The following factors are crucial to the success of corporate activism:

• Authenticity and credibility:
  Engagement must be in line with the corporate strategy and culture.
• Long-term:
  Sustainable commitment instead of short-term campaigns.
• Empathy and willingness to engage in dialog:
  Companies must be open to feedback and discussion.
• Top management support:
  Without the backing of senior management, corporate activism remains ineffective.
• Strategic integration:
  Integration into the overall communication and corporate strategy.

Our consulting services

How can your company integrate corporate activism authentically and effectively into its corporate communications? We support you with tailor-made advice:

• Topic identification and positioning – identification of relevant social topics that fit your brand.
• Strategy development – development of a sustainable corporate activism strategy with clear objectives.
• Communication concepts – designing targeted campaigns and messages for different stakeholders.
• Risk management – analysis of potential challenges and development of measures to safeguard reputation.
• Change & Employee Engagement – Internal anchoring through targeted employee communication and change management processes.