When Giants Falter, the Underdogs Rise: Small Businesses and Creators Saving Our Souls

In a world where global corporations and political leaders are backtracking on critical commitments to climate action and social progress, a surprising group has always stepped into the void: small businesses/entrepreneurs and creators. As major firms pulled out of Davos 2025 and political leader escalates attacks on diversity, equity, and inclusion (DEI) policies, the West faces a critical turning point. Yet, while the titans of industry falter, independent entrepreneurs and creators will need to step up again with audacity and innovation.

For a few shorts years, corporations pledged allegiance to sustainability and DEI, but in recent months, a wave of reversal has swept across boardrooms. At Davos 2025, dozens of companies withdrew, citing economic pressures. Their absence speaks volumes about a retreat from the bold commitments made just a few years ago during the climate and racial reckoning of the early 2020s. On the political stage, anti DEI leaders return to the forefront intensified attacks on DEI initiatives, portraying them as divisive and unnecessary. This retreat comes at a time when communities and ecosystems desperately need forward momentum, not retreat.

Historically small businesses and creators have proven themselves to be resilient agents of change. These nimble players, unencumbered by layers of bureaucracy, have taken up the mantle of leadership, demonstrating that meaningful impact can start at the grassroots level. And we must heed to this call yet again.

Consider Too Good To Go, a food waste-fighting app that has saved millions of meals globally. By collaborating with local artists to design campaigns and murals that resonate emotionally, the platform created a movement, not just a service. Similarly, Patagonia, long a bastion of environmental advocacy, continues to partner with independent textile designers to promote its "Worn Wear" initiative, proving that circular fashion can be both stylish and sustainable.

Even in the face of political attacks, creative partnerships are addressing DEI issues head-on.  Ben & Jerry’s doubled down on its social activism. By working with filmmakers and digital creators, the brand is amplifying stories of inequality and community resilience, ensuring these critical issues remain in public discourse despite political resistance.

What makes these collaborations powerful is their authenticity. Small businesses and creators thrive because they’re deeply connected to their communities. We don’t just talk about change—We live it. In a moment when public trust in large institutions is eroding, this connection is more vital than ever.

The reversal of commitments by major corporations and political leaders is a stark reminder of how fragile progress can be. Yet, the actions of small businesses and creators can offer hope and a roadmap for others to follow. As underdogs we should not wait for the approval of governments or multinationals—We have always built the future in real-time, one project, one creation, one community at a time.

As the giants retreat, it is clear: the West’s most transformative solutions may no longer come from boardrooms but from the grassroots. Small businesses and creators must prove yet again that leadership isn’t about scale—it’s about courage.