At a recent event, someone asked me what ”real activists” think about us naming our new business The Activist Agency. The question revealed a familiar assumption: many think that activism belongs on the streets, in protest signs and on barricades – not in the business world or corporate boardrooms.

I replied that while activism can certainly be about protesting, it can just as well take place in a board meeting, in a workplace hallway, or in an everyday conversation. Above all, it is about agency – the desire and courage to make a difference.

To me, activism is the opposite of passivity. It is the understanding that no one else will solve the climate or biodiversity crisis for us.

Over the years, I’ve been disappointed by so many political promises that my faith in political leadership on environmental issues has worn thin. Not because politics doesn’t matter, but because the spark of change often ignites elsewhere. When pressure builds, politics follows.

Corporate Activism Doesn’t Just Follow Change – It Creates It

Right now, businesses have a unique role to play. They can demonstrate what kind of change is possible. Bold leaders don’t just respond to change – they create it. They shape demand, challenge competitors, and move entire industries forward.

A good example of this is Oatly. It hasn’t been content just selling oat milk. It has positioned itself visibly as an alternative to animal-based products, shaken up the structure of the food industry, and demanded bolder climate policies from decision-makers. It hasn’t been afraid to take a stand – and in doing so, it has built a new kind of brand and expanded the market.

Another example is Patagonia. It doesn’t just talk about protecting nature – through its unique corporate structure, it channels its business toward defending the planet.

I’ve had the privilege of supporting the advocacy work of both Oatly and Patagonia. These companies prove that corporate activism is not about polishing a brand image. It’s about deliberate, determined influence.

Passivity is not neutral. It’s silent acceptance of the status quo.

Much is said about system change, but we often forget: we are the system. In businesses, every decision is ultimately a human choice. The question is: do we dare to make those choices now – or will we wait until it’s too late?

We founded The Activist Agency because we believe companies must step into their role as social actors. Businesses have expertise, networks, and resources. They have power. What’s still needed is the decision to use it. Our job is to nudge them toward corporate activism.