How Do You Want to Be Remembered in the History Books?
Imagine for a moment: it's the year 2125. History books—witnesses of the past—are telling the story of how 21st-century companies shaped the world.
Will your company be remembered as a driving force for progress, or as a passive actor, complicit in the divisions that tore society apart? This is not a rhetorical question. In an age of intensifying political, social, and environmental tensions, failing to take a stand is, in itself, a form of alignment. And that, dear leaders, will be written into history.
The Role of Business in a Divided World: The Defining Choice of Our Century
Companies are no longer just economic actors—they are social and political ones as well. Today, strategic positioning is no longer only about selling products or services; it’s about embodying values in a polarized world.
Choosing not to take a stand on major societal issues—like climate change, social justice, or equality—means, intentionally or not, upholding the status quo or even passively endorsing divisive forces.
Just look at how public debate now includes whether Apple or Google should maintain their diversity policies—topics once confined to the B2B world are now mainstream.
Silence Is Not Neutral
Throughout history, businesses have often played a complicit role in social divisions, either through inaction or by aligning with dominant power structures.
A Few Historical Examples:
- 19th century industrial giants thrived in systems that exploited the working class, with no concern for deepening inequalities.
- In the 20th century, multinational corporations continued operations under authoritarian regimes without questioning the ethics of their presence.
One stark example still discussed in schools today: Hugo Boss.
During World War II, the company produced uniforms for the Wehrmacht and SS under the Nazi regime, using forced labor (140 Polish and 40 French workers under harsh conditions). Founder Hugo Ferdinand Boss joined the Nazi Party in 1931, securing contracts thanks to political connections.
While these choices saved the business from bankruptcy in the 1930s, they left a permanent stain on the brand’s legacy. Despite public apologies and compensation efforts in 2000, the episode remains difficult to erase. This illustrates how a lack of ethical reflection can haunt a brand for generations.
Why Taking a Stand Is Strategic
Positioning is more than a marketing strategy—it’s a statement of intent. A company that aligns itself with social and environmental progress can turn those values into a long-term competitive advantage.
Brands like Patagonia or Maif show that such positioning, once established, becomes almost impossible for competitors to replicate.
As seen since the dawn of brand positioning in the 1970s, the companies that walk the talk earn trust.
The Risks of Misalignment
Refusing to take a stand can come with real consequences:
- Loss of trust: Modern consumers expect brands to reflect their values.
- Reputational risk: Social media quickly exposes missteps or silence.
- Attractiveness to talent: Younger generations choose to work for companies aligned with their beliefs.
Brands That Inspire (And Some That Disappoint)
Positive Examples
- Patagonia: Radically committed to environmental preservation, Patagonia has transformed activism into sustainable business growth.
- Coca-Cola: A long-standing example of a brand that promotes unity over division.
Coca-Cola’s Legacy of Inclusion:
- “Boys on a Bench” (1969)
A bold ad showing a Black and a white young man sitting together, challenging racial segregation. - “Hilltop” (1971)
A global campaign featuring people from all cultures singing “I’d Like to Buy the World a Coke”—a powerful image of unity. - Recent Campaigns
Coca-Cola continues this legacy with ads showcasing cultural and social diversity:- A veiled woman learning to drive in Saudi Arabia
- An elderly man attending his first pride parade after drinking his first Coke
Coca-Cola shows how a global brand can consistently promote positive values while remaining true to its identity.
Negative or Complex Legacies
- Meta (Facebook) has faced strong criticism for its passive handling of misinformation and hate speech.
- Hugo Boss and the Quandt family (BMW) still carry the burden of having employed forced labor under the Nazi regime—more than 50,000 workers in BMW’s case.
These examples prove that decisions made under economic or ideological pressure can have long-term consequences for a company’s image and legacy.
The Big Question: What Legacy Do You Want to Leave?
Every choice you make today shapes how your company will be remembered tomorrow.
Will you be remembered as a visionary brand contributing to human progress, or as a static institution clinging to short-term interests, indifferent to the challenges of its time?
📚 History is written by those who dare to act.
Don’t let your company be a passive observer. Take a stand for progress, and show the world you’re ready to be on the right side of history.
