Are We Entering the “Villain Era” of Corporate Responsibility
March 2025, By Ettie Etela
I never thought that in 2025, social and environmental sustainability would be considered countercultural. But over the past year, there has been a noticeable shift in the political and corporate climate. Whether it is corporations rolling back their environmental goals or large organisations scaling back their Diversity, Equity, and Inclusion commitments, it feels as though momentum is slowing in areas once seen as non-negotiable for progress.
Just last week, BP announced that it would roll back its investments in renewable energy and will instead focus on gas and oil investments. BP revealed that it would be increasing investment into gas and oil projects by about 20% to £7.9 billion a year, and decreasing its funding for renewables by more than £3.9 billion. Similarly, in recent months, numerous prominent U.S. companies have scaled back their Diversity, Equity, and Inclusion initiatives, influenced by political pressures and legal challenges. Notably, in January 2025, McDonald’s announced significant changes to its diversity practices, including eliminating aspirational representation quotas and discontinuing its Supply Chain’s Mutual Commitment to DEI pledge. Other major corporations such as Ford, Lowe’s, Boeing, and Harley-Davidson have also reduced their DEI efforts in response to external pressures. This retreat from sustainability and inclusivity goals raises serious questions: Is this a passing phase, or are we witnessing a fundamental shift in corporate priorities?
One of my colleagues recently joked that we are living in a “villain era,” a phrase that made me laugh but also made me want to cry. At MM-Eye, we do not mind being held to high cultural standards. In fact, we believe in them. Social and environmental responsibility for us is not a corporate trend to follow, it is the right thing to do. More importantly, our research shows that consumers still believe it is the right thing to do as well.
Consumers Are Still Holding Brands Accountable
Our upcoming Say Do Sustainability Study (SDSS), set to be released later this month, highlights just how important these issues remain to consumers. People are concerned, they are paying attention, and they are voting with their wallets. Consumers want brands, businesses, and governments to make it easier for them to act sustainably, and they expect companies to commit to doing the right thing.
While some businesses might feel emboldened to prioritise short-term profit over long-term responsibility, this approach carries risks. Research shows that consumers have long memories when it comes to corporate missteps. A study from qualtrics found that 64% of consumers will stop buying from a company after just one bad experience, and 80% will share their negative perceptions with others. When brands backtrack on commitments to sustainability and inclusivity, the impact on trust and loyalty is not easily repaired.
A Short-Term Trend or a Long-Term Risk?
While populist movements may continue to influence corporate decision-making over the next few years, consumer expectations are unlikely to wane. At MM-Eye, we know from our research that consumers understand their power they are aware that where they spend their money matters. Companies that choose short-termism over long-term positive impact may soon find that consumers hold them accountable in ways they did not anticipate.
The question is not whether sustainability and inclusivity still matter, it is whether brands will continue to listen.
My Reason for Optimism
Despite the challenges, I remain hopeful. The state of the world can feel overwhelming, but through our work at MM-Eye, I have the privilege of speaking to engaged, informed consumers who still care deeply about making positive change.
It is a reminder that the loudest voices in the room right now are not always the most representative. And for every business scaling back its commitments, there are others forging ahead, committed to doing the right thing, not just because it is good for PR, but because it is what their customers expect and demand.
I am proud to work for a business that prioritises positive change. I believe that businesses that stay true to their sustainability and inclusivity commitments will thrive in the long run.
If you would like to learn more about our Say Do Sustainability Study (SDSS) and how consumer expectations are evolving, contact us at info@mm-eye.com or use the form below.