Making Progress, Not Performance: How to Handle Commemorative Moments in a Combative Climate

Jen Stark

Co-Director, Center for Business and Social Justice at BSR

In 2025, organizations must fundamentally rethink their approach to commemorative days and months. What were once straightforward gestures—like posting about Black History Month in February or Women’s History Month in March—have evolved into critical tests of the norms, values, and commitments that companies uphold. As businesses face heightened scrutiny and politicization of their practices, preparation and precision are essential to prevent missteps and backsliding.

Corporate leaders, HR professionals, and employee engagement teams are at the forefront of this challenge. Symbolic gestures won’t cut it with workers, consumers and communities. They expect actual commitments that reflect meaningful support for the communities to be recognized. Failing to deliver can expose companies to criticism from both advocates and detractors. The question is how companies can acknowledge these moments in a way that demonstrates integrity, withstands scrutiny, and has an impact.

This is not just about surviving public criticism—it’s about setting a new standard for how businesses can lead progress. In today’s polarized climate, commemorative moments offer an opportunity to address critical social and economic issues which have broad support, from gun violence and racial inequality to caregiving support, LGBTQ+ inclusion, and reproductive health. By focusing on impact over optics, companies can turn these moments into opportunities for leadership and change.

Prioritizing Progress Over Performance

Performative recognition—such as branded merchandise or social media campaigns—can raise awareness but risks appearing hollow without substantive action and makes an easy target for companies that are not robustly prepared. To make commemorative efforts meaningful, companies must go beyond symbolic gestures and invest time, talent, and financial resources in initiatives that drive actual change.

Here are actionable steps corporate leaders and HR professionals can take:

1. Integrate DEI Practices into Business Strategy

Embed DEI so deeply into your corporate strategy that it becomes integral to how you do business and manage outcomes. Strengthen workforce development programs to build diverse talent pipelines that promote respect, value, and safety for everyone. Provide workers with accessible and inclusive benefits, such as paid family and medical leave, paid sick days, and caregiving resources. These efforts will support the workforce and demonstrate a commitment to creating equitable opportunities.

2. Influence Change for a Better Future

Share updates on how your company uses its influence to support tax reforms and systemic investments that address chronic health disparities, caregiving gaps, and economic inequities. Businesses hold a unique position to drive meaningful change in both private and public spheres. By engaging stakeholders and championing initiatives that align with your organization’s values, you can reinforce your leadership and strengthen the communities you serve.

3. Invest in Community Impact

Allocate resources through grant-making, encourage executive board service, and offer employees opportunities to support local organizations with deep community ties. Volunteer initiatives and workplace giving programs with matching contributions can further amplify impact.

4. Partner with Employee Resource Groups (ERGs)

Collaborate with ERGs, labor unions, and worker affinity groups to identify opportunities for internal policy enhancements. Use these partnerships to ensure commemorative moments are educational, actionable, and aligned with employee needs and company values. By prioritizing progress over performance, corporate leaders and HR professionals can transform commemorative days into opportunities for meaningful impact rather than mere branding exercises.

Preparing for Backlash

The polarized cultural and political tensions of 2025 demand that companies anticipate and prepare for backlash. Success requires a consistent and authentic approach:

Know the Why: Clearly articulate the significance of the commemoration and how it aligns with the company’s mission and objectives.

Internal Education: Use internal communications to acknowledge the complexities of the current landscape while reaffirming the company’s commitment to its values and the well-being of its workforce.

Scenario Planning: Develop strategies to respond to potential criticism, including clear communication plans and support for executives and employees who may be targeted.

Making Commemorations Meaningful

To truly honor commemorative moments, companies must take actions that reflect their commitment to the communities they celebrate. This starts within the organization and extends outward:

  1. Treat Workers with Dignity and Respect. The most powerful way to honor a community is by ensuring its members are treated fairly and have the resources to thrive. For example:
    • Offer benefits tailored to specific needs, such as inclusive healthcare for LGBTQ+ employees and family leave for caregivers.
    • Provide training and development opportunities to help employees advance and achieve financial stability.
    • Ensure a living wage for all workers, including those employed by third-party vendors.
  2. Communicate Thoughtfully. Internal communications should:
    • Share the history and significance of the day or month being recognized
    • Highlight how the company’s policies and practices align with the commemoration’s purpose.
    • Offer resources for employees to learn more or get involved.
    • Acknowledge gaps and opportunities for improvement.

      By addressing the broader context, companies can demonstrate awareness and integrity, even in the face of potential criticism.
  3. Support Community-Level and Systemic Change: Recognition should extend beyond the company’s walls to support broader societal progress. For instance:
    • Partner with local organizations to address pressing needs, such as housing, education, or healthcare.
    • Advance reforms when it comes to public policy and even regulations that support fairness and economic inclusion for everyone.
    • Allocate resources to community-led initiatives that can endure. When companies act as partners in progress rather than making brand plays, their actions carry far more weight.

The Opportunity Ahead

The challenges of recognizing commemorative moments in 2025 also present an opportunity for corporate leaders and HR professionals to lead with purpose. By focusing on meaningful impact, organizations can rebuild trust with stakeholders, create a sense of belonging, and drive meaningful change. 

Corporate leaders and HR professionals have a unique responsibility to guide their organizations toward integrity and impact, honoring commemorative moments in ways that matter. Progress over performance isn’t just a mantra—it’s the path forward.

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