Is This the End of the Neutral CEO?

In a world where silence is no longer safe, today’s CEOs face a new reality: take a stand or risk losing relevance. But what does it really mean to lead in an age of polarization? Host Heli sits down with Annika Arras (CEO, Miltton New Nordics) and Thomas Kolster (marketing advisor & author) to unpack the rise of corporate activism. From the tension between profit and purpose to the risks of “performative” values, this episode explores why neutrality is fading and what replaces it. Expect sharp insights on leadership, trust, stakeholder pressure, and the messy intersection of business and politics. Plus: real-world examples, hard truths about money and morality, and a practical playbook for navigating activism without breaking your company. Chapters 00:00 – Intro: The End of the Neutral CEO 03:00 – What Corporate Activism Really Means Today 04:10 – From Milton Friedman to Modern CEOs: What Changed? 05:58 – The “Hero Trap”: When Activism Becomes Self-Serving 07:48 – US vs. Nordics: Why Context Matters in Taking a Stand 10:39 – Should CEOs Follow Values or Customers? 13:00 – The Three Drivers of Activism: Material, Societal, Existential 18:06 – “Everything Is Politics”: Why CEOs Are Already Political 25:22 – It’s Sustainable to Be Inclusive 28:02 – Leaders Need to Create the Space for Difficult Discussions 29:45 – Challenger Brands vs. Corporates: Who Can Take Stronger Stands? 32:37 – When Activism Works: Examples from Finlayson and Others 35:15 – Short-Term vs. Long-Term Thinking in Leadership 37:14 – Why CEOs Must Stay Curious and Close to Society 39:25 – What Kind of Money Do You Want to Make? 44:14 – Practical Guidelines: Why, What, How, and When to Act 58:55 – The One Thing Leaders Should Remember 01:02:28 – Outro: It’s Okay to Disagree