This year is consequential for democracy and businesses that depend on a stable government, the rule of law, and social cohesion to run smoothly. And yet, many of our fellow CEOs say they would prefer to sit out the U.S. elections this November.
This approach ignores an important reality: Avoiding this election is going to be impossible—and doing so jeopardizes progress on every issue.
An assumption is permeating the business community that supporting elections, and our democracy more broadly, is risky. However, U.S. businesses can mobilize to support their employees and ensure they don’t have to choose between earning a paycheck and voting. Employers can support voter education, election integrity, and other essential and non-partisan pillars of our democratic system. And when they do so, it is wildly popular with their employees. This year, these low-risk, high-impact initiatives could not be more important.
Based on Patagonia’s history of civic engagement, along with new research from NationSwell, here is what we recommend:
First and foremost, refuse the notion that democracy is a third-rail issue
Voting, other forms of civic engagement, and advocacy around the integrity of our electoral system should not be partisan pursuits.
Employers can stand firm and confident in rejecting any premise to the contrary, given that 80% of all Americans believe businesses play a role in encouraging a free and fair election, according to a recent survey from Weber Shandwick.
Yet, ill-intentioned actors seek to discourage businesses and others from voicing support or taking action when democracy, or the fundamental rights it affords, are at risk. But actively promoting civic participation can do more than mitigate those risks—it’s a net positive for business. The research shows that civically engaged employees are more productive, more creative, and more satisfied in their work.
Prepare for threats to democracy and pressure to speak out from employees and customers
Given the plausibility of situations like a contested election outcome and civil unrest, businesses should develop response frameworks and contingencies.
Employees and customers increasingly expect companies to speak out and take action during a crisis. And no leader wants to be caught off guard when the moment demands they respond with urgency, clarity, and conviction.
Find an onramp that aligns with your organization’s values
The range of opportunities to support a healthy democracy is vast, and no two businesses need to take the same approach. NationSwell’s research identified three overarching goals companies can (and often do) pursue: encouraging and enabling civic participation, promoting information accessibility, transparency, and quality, and supporting issues that protect rights and strengthen democracy.
Companies can leverage numerous capabilities: workplace policies and benefits, employee engagement and people infrastructure, core products and services, political contributions and advocacy, and corporate voice.
Provide accurate information
The 2024 election cycle is the first national election in the era of generative artificial intelligence, which experts warn can be exploited to undermine democracy.
To combat manipulated media, bring in a credible third party to train your employees on media literacy and how to identify deep fakes.
To encourage voter participation, provide employees with important details about registering and casting their ballot in their state, information about candidates up and down the ticket, and information about ballot measures.
Seek safety and strength in collaboration
In 2018, Patagonia helped launch Time to Vote, a business-led movement to ensure employees don’t have to choose between a paycheck and casting their ballot. Across 2022 and 2023, Don’t Ban Equality added nearly 1,000 new businesses to its efforts to protect and promote access to reproductive healthcare. And just a few weeks ago, Levi Strauss & Co., Lyft, and SHOWTIME/MTV Entertainment Studios announced the Community College Commitment, intended to close the voting gap between students at community colleges and those at four-year universities.
While the risk of inaction on democracy is likely greater than the risk of action, these examples can attest to the relative safety afforded by coalitions to their participating companies. And they show that when working in concert, two or more organizations can combine capabilities, mobilize peers, and scale impact.
Finally, invest in long-term change
While the urgency around the 2024 election is hard to ignore and critical to address, we cannot solve the challenges associated with U.S. democracy in one election cycle. Businesses can help restore the health of our democratic institutions and processes by advocating for policies that protect and restore voting rights, increase the public funding of elections, and regulate the use of manipulated media in elections.
Companies can help Americans develop their civic competence by offering employees access to civic education programming, fostering productive and civil dialogue in the workplace, and promoting civic volunteerism.
The election will be here before we know it—and now is the time for corporate leaders to prepare. Years from now, shareholders, stakeholders, employees, and our children will ask what we did in 2024 to stand up for our democracy
Greg Behrman is CEO of NationSwell. Ryan Gellert is CEO of Patagonia.
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