Does responsibility still matter?

Responsible business is being challenged from many directions right now. But its importance hasn’t disappeared. On the contrary, this is a moment to stand out and show that responsibility is about real actions – not just fine words on a website. According to our research, companies are still willing to invest in their employees’ work ability as part of their social responsibility.

The world order around us feels increasingly fragile, and responsibility is questioned from several angles. Conversations at coffee tables and in the media focus largely on international security policy. The President of the United States challenges human rights through both words and actions, and policies promoting diversity, equity and inclusion have almost overnight become controversial. In the EU, climate- and people-related reporting requirements were eased when the sustainability reporting directive was narrowed to apply only to large companies.

So it’s fair to ask: does responsibility still matter in the middle of all this?

If you ask Finnish companies, the answer is clear – at least when viewed through the lens of work ability management. Companies are still prepared to invest in employee wellbeing and work ability as part of their social responsibility. In our recent Työkykyjohtamisen tila 2026 study, social responsibility emerged as the single most important reason for managing work ability. Almost half (48%) of the companies surveyed felt that global economic uncertainty makes work ability management even more important.

Values are tested in uncertain times

In our survey, 44% of companies said that social responsibility is part of their strategy. The figure may be slightly optimistic – organisations often view their own actions in a positive light. Still, it’s fair to say that responsibility is increasingly seen as relevant to business, not as a separate or symbolic initiative.

There’s no reason to be naïve, though. Many companies are having tough discussions about where to allocate resources in a tight economic situation. But that’s exactly where today’s opportunity lies.

Responsibility is easy to support when times are easy. Now we’re living in a moment when real actions stand out from empty slogans. A company that sticks to its values even in uncertain times builds an employer brand you can’t buy. Skilled and committed employees are critical to business success. Investing in people is also an investment in the future.

Future talent expects action

Young professionals are pushing companies towards more responsible practices. The YPAI 2025 study (academicwork.fi) on early‑career graduates’ expectations shows that company culture and values, gender equality, diversity and responsibility all rank among the top ten factors influencing employer choice.

In many workplaces, young employees may ask tough – sometimes uncomfortable – questions about company practices. And that’s a good thing. Responsibility isn’t just a concern of the young: people of all ages value integrity and transparency from their employer.

Social responsibility deserves active leadership

Attracting young talent is only part of the picture. In the future, we’ll need every bit of available expertise. According to Sitra’s recent Megatrends report (sitra.fi) Finland would have 450,000 fewer working‑age people without immigration. The same applies across the EU, which means competition for international talent will intensify.

At the same time, it would be a mistake to overlook the skills of people with partial work ability. Everyone is capable of work when job demands and individual work ability are matched effectively. Diversity in workplaces isn’t decreasing – quite the opposite. The importance of age management and diversity leadership will only grow.

Despite all the noise, social responsibility still matters and is worth leading actively. And if Finnish companies are to be believed, work ability management is one effective way to put it into practice.