In the last few years, the political science concept of the Overton Window—the range of ideas seen as politically acceptable—entered the zeitgeist. Both the campaigns of Bernie Sanders and Donald Trump are seen as having stretched the Overton Window, bringing ideas into the mainstream that had previously been radical.

Just a few weeks ago, it was radical to think of luxury goods production lines being reoriented to make products of collective necessity or CEOs committing their entire attention to a public health crisis. It would have been radical to think of fine dining restaurants pivoting to serve the food insecure. It would have been radical to think of grounded flights and 50% less pollution in one month. It would have been radical to think of not prioritizing annual growth, year after year after year.

It would have been radical to think of a major company ever saying this, as clothing company Arc’teryx just did: “Pull the emergency handbrake on business as usual and, individually and collectively, accept the choice of hitting one of two buttons: the panic or the pause. Let’s embrace the pause.”

This article talks about what what was radical is now the norm— not just accepted, but so strongly required (legally and morally) that companies would be vilified if they did not take the step.
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