The Sustainability Wildfire: Why Businesses Must Lead or Be Left in the Ashes

2025 isn’t just another year in the sustainability movement — it’s a defining moment. Like the wildfires that recently tore through Los Angeles, the pressure is relentless, the stakes are high, and those who hesitate risk losing everything.

A wildfire doesn’t announce itself politely. It spreads unpredictably, consuming everything in its path. Some fires — like the Palisades and Eaton wildfires — have been contained, but their destruction lingers. Recovery efforts are ongoing, and even as one crisis fades, the risk remains. California’s wildfire seasons have become longer and more intense, reinforcing the need for resilience and preparedness. Last week another fire sparked in Los Angeles County, reminding us the cycle isn’t over.

People react in different ways — some freeze, hoping the flames won’t reach them. Others scramble, trying to protect what they can. And then there are those who charge toward the fire, risking everything to defend their communities.

Businesses today face the same defining choice in sustainability: retreat and risk irrelevance, scramble without strategy, or step forward with courage and lead.

Why fear is a losing strategy

Many companies are pulling back — cutting budgets, scaling down commitments, or staying silent — not because they don’t care, but because they’re afraid. They fear political backlash. They fear saying the wrong thing. They fear the scrutiny that comes with leadership.

But fear has never been a winning strategy. History is full of companies that hesitated at pivotal moments — retailers that dismissed e-commerce, media companies that underestimated streaming, brands that ignored shifting consumer values. They all paid the price for their hesitation.

Right now, businesses face the same choice. Sustainability isn’t going away. Consumers, investors, and employees aren’t lowering their expectations. If anything, scrutiny is intensifying. Companies that retreat now risk losing trust, credibility, and their ability to shape the conversation. And once that’s gone, it’s nearly impossible to get back.

The unexpected leaders: What wildfires teach us about action

As the Los Angeles fires spread, some of the first responders weren’t firefighters or government agencies — they were Latino immigrants, running toward the flames to protect neighborhoods that weren’t even their own. They had no obligation. No guarantee of safety. But they acted because it was the right thing to do.

The lesson for businesses? Leadership doesn’t wait for permission. It doesn’t check the polls. It doesn’t wait until it feels safe. It acts.

And there’s data to back this up. According to recent research by 3BL, TriplePundit, and Glow, 36 percent of Americans believe individuals — not businesses or governments — will have the greatest impact on social and environmental issues in 2025. People aren’t waiting for corporations to step up. They’re already leading. The question is whether businesses will join them or be left behind.

Courage is a business strategy — and it works

The companies that thrive in moments of uncertainty are the ones that move forward with clarity and conviction. But let’s be clear: Courage isn’t about grandstanding or making bold statements without action. It’s about smart, strategic leadership. And more importantly — it works.

Consider the story of a house that survived the wildfires while everything around it burned. As reported by the BBC, this wasn’t luck — it was the result of sustainability-driven choices. Fire-resistant materials, smart landscaping, and resilient infrastructure made the difference. Sustainability didn’t just protect the environment — it protected the home itself. (Watch the story here.)

Similarly, the strongest brands today understand that sustainability is a business opportunity, not just a responsibility. Consumers are making purchasing decisions based on sustainability at an accelerating rate — with 25 percent switching brands for sustainability reasons last year alone, according to 3BL's research with Glow. Employees want to work for companies with values that align with their own. Investors are looking for long-term resilience, not short-term risk avoidance.

Take Heineken, for example. While sustainability isn’t the first thing that comes to mind when you think of beer, the company has made major investments in renewable energy, water conservation, and sustainable sourcing. By doing so, it has lowered operational costs, built resilience in its supply chain, and strengthened its brand reputation — all while reducing environmental impact. Sustainability isn’t a side initiative for Heineken; it’s a strategic business decision. Leading in sustainability isn’t just about doing good — it’s about doing smart business.

The way forward: How companies can lead in 2025

It’s not enough to simply stay the course. Here’s how businesses can lead with courage:

Commit to substance, not just messaging. Consumers and stakeholders are demanding real action. That means measurable goals, transparent reporting, and integrating sustainability into the core of your business strategy — not just your marketing.

Embrace individual leadership. Your customers, employees, and communities are already leading the sustainability movement. Support them. Enable them. Partner with them. Brands that empower individuals to take action will win the trust and loyalty of the future.

Move from fear to fortitude. The companies shaping the future aren’t just making bold commitments — they’re proving sustainability is a competitive advantage. The brands that embed it deeply into their strategy, rather than treating it as PR, will be the ones that thrive.

Because in 2025, the biggest risk isn’t being too bold on sustainability — it’s playing it safe and blending into irrelevance.

Read the most recent 3BL, TriplePundit, and Glow research report here: 2025 is The Year of the Individual.