Business: Corporate activism vs. Neutrality

corporate activism

when a company publicly supports or campaigns for social, political or environmental causes (корпоративний активізм)

corporate neutrality

the policy of avoiding public positions on controversial social or political issues (корпоративний нейтралітет)

stakeholder

a person or group affected by or having an interest in a company's activities (зацікавлена сторона)

shareholder

a person or organisation that owns shares in a company (акціонер)

corporate social responsibility (CSR)

the idea that companies have responsibilities towards society and the environment as well as their shareholders (корпоративна соціальна відповідальність)

corporate citizenship

the idea that a company should behave as a responsible member of society (корпоративне громадянство, відповідальна поведінка компанії)

social stance

a publicly expressed position on a social or political issue (суспільна позиція)

public statement

an official message expressing a company's position or response to an issue (публічна заява)

take a stand

to publicly express a strong position on an issue (зайняти чітку позицію)

remain neutral

to avoid supporting either side of a controversial issue (залишатися нейтральним)

weigh in on

to publicly give an opinion about an issue or debate (висловитися щодо, втрутитися в дискусію)

polarisation

the process by which people or groups become divided into strongly opposing sides (поляризація)

backlash

a strong negative reaction to an action, statement or decision (негативна реакція, хвиля обурення)

boycott

an organised refusal to buy from or deal with a company as a form of protest (бойкот)

brand reputation

the overall public perception of a company's image and character (репутація бренду)

brand alignment

the degree to which a company's actions correspond to the values associated with its brand (відповідність цінностям бренду)

value-driven

guided by particular ethical, social or moral principles (орієнтований на цінності)

ethical positioning

the deliberate presentation of a company as standing for particular ethical principles (етичне позиціонування)

performative activism

public support for a cause that is mainly intended to improve one's image rather than create meaningful change (показовий активізм)

virtue signalling

publicly expressing moral opinions mainly to demonstrate one's own goodness or social awareness (демонстративне моралізаторство)

greenwashing

making a company appear more environmentally responsible than it actually is (грінвошинг, створення хибного образу екологічності)

reputational risk

the possibility that an action or controversy will damage a company's public image (репутаційний ризик)

consumer backlash

a strong negative reaction from customers towards a company or its actions (негативна реакція споживачів)

stakeholder expectations

what employees, customers, investors and other interested groups expect from a company (очікування зацікавлених сторін)

commercial interests

financial goals and priorities that influence business decisions (комерційні інтереси)

ethical obligation

a responsibility to act according to particular moral principles (етичний обов’язок)

conflict of interest

a situation in which different interests could influence someone's judgement or decisions (конфлікт інтересів)

walk a fine line

to carefully balance between two difficult or opposing positions (балансувати між двома складними позиціями)

risk alienating

to risk making a group of customers, employees or supporters feel disconnected or hostile (ризикувати відштовхнути)