The new reality of purpose: Walking the walk without talking about it

Cortney Stapleton is CEO of The Bliss Group.

The current administration has created a challenging environment for purpose-driven communications, with federal ESG programs dismantled and many major corporations rolling back their public DEI commitments. Companies that once proudly showcased their sustainability and social impact initiatives are now adopting what industry experts call “green hushing,” quietly continuing their purpose-driven work while significantly toning down public messaging.

This shift doesn’t mean abandoning purpose – it means being strategic about how and where companies communicate their initiatives. Organizations are discovering that sometimes it’s better to quietly get on with meaningful work rather than risk becoming targets of legal scrutiny or political backlash. The focus has shifted from public declarations to measurable actions and tangible outcomes.

The global compliance dilemma

For global organizations, the challenge is particularly precarious. While the U.S. is experiencing an ESG rollback, European and U.K. regulations continue to strengthen sustainability requirements. The E.U.’s Corporate Sustainability Reporting Directive and the U.K.’s commitment to sustainable finance as a national priority create a regulatory patchwork that global companies must navigate.

This divergence forces companies to maintain different communication strategies across regions. In Europe, transparent reporting on sustainability initiatives remains not just expected but legally mandated. Meanwhile, in the U.S., the same level of transparency could invite unwanted scrutiny.

Global organizations must develop sophisticated approaches that satisfy regional regulatory requirements while maintaining a coherent global purpose.

Strategic approaches to purpose in a polarized environment

Despite the challenges, forward-thinking companies are finding innovative ways to assess and maintain their purpose-driven commitments:

1. Collective action through industry partnerships

One effective strategy that has emerged is companies joining forces with like-minded organizations to advance purpose-driven initiatives collectively. Industry coalitions provide strength in numbers and can help distribute the risk of potential backlash. By working together on shared challenges like climate resilience or supply chain ethics, companies can make meaningful progress while minimizing individual exposure.

2. Focus on business-aligned impact

Companies are increasingly framing their purpose-driven initiatives in terms of business outcomes rather than social or political statements. This approach emphasizes how sustainable practices drive operational efficiency, mitigate risk, and create long-term value – messaging that resonates across political divides.

By highlighting the material business benefits of purpose-driven initiatives – such as resource efficiency, talent retention, and supply chain resilience – companies can maintain these programs while reducing political exposure. Purpose now needs to be communicated through the lens of business performance and competitive advantage.

3. Data-driven communication

In this challenging environment, data becomes an essential tool for navigating purpose-driven communications. Organizations that ground their messaging in concrete metrics and business outcomes can more effectively defend their initiatives against potential criticism.

For example, terms like “climate resilience,” “social impact,” and “inclusive growth” are beginning to replace more polarizing phrases. This evolution reflects a broader trend toward practical, solutions-oriented communication that emphasizes tangible outcomes rather than aspirational statements. It also allows for the datafication of language, illustrating the power of words and enabling the core messaging of communications strategies to be rooted in data.

Decision framework: Navigating purpose-driven communications

For organizations that are unsure about how to proceed with purpose-driven initiatives in this environment, start by following these steps:

1. Assess your regulatory exposure: Determine which mandatory reporting requirements apply to your organization across all operating regions.
2. Evaluate stakeholder expectations: Despite political headwinds, many investors, employees and customers continue to value purpose-driven initiatives. Understand what matters most to your key stakeholders.
3. Conduct a risk assessment: Analyze potential legal, reputational and business risks associated with both action and inaction on purpose-driven initiatives.
4. Identify business-aligned purpose areas: Focus on initiatives that clearly connect to your business strategy and can be justified in terms of operational performance.
5. Develop region-specific communication strategies: Create tailored approaches for different markets based on local regulatory requirements and political sensitivities.
6. Measure and document impact: Maintain robust measurement systems to track the business and social impact of your initiatives, even if you’re not communicating them broadly.
7. Prepare for the long game: Organizations that maintain their purpose-driven commitments, even quietly, will be well-positioned when the pendulum swings back.

Looking forward: The resilience of purpose

While the current environment presents significant challenges for purpose-driven communications, the underlying business case for purpose remains strong. Companies that find ways to maintain their commitments while navigating the political landscape will build organizational resilience and be well-positioned for the future.

The most successful organizations will be those that can adapt their communication strategies without abandoning their core purpose. By focusing on measurable impact, business alignment and strategic partnerships, companies can continue to advance meaningful initiatives even in a challenging political climate.

Purpose isn’t going away – it’s evolving. The organizations that will thrive are those that can find the sweet spot between meaningful action and strategic communication, advancing their purpose in ways that create value for all stakeholders while navigating the complex political landscape of 2025.