Uncertainty in Business is Inevitable—But It’s Not a Roadblock
Uncertainty isn’t new, but in 2025, it feels bigger than ever. Economic shifts, political changes, AI disruptions, blockchain technology and evolving consumer behavior have left many entrepreneurs wondering:
- Will consumers still prioritize sustainability in an uncertain economy?
- How will AI and other technology impact conscious businesses?
- Is the resistance to ethical business practices a real threat?
- Do our leaders have our best interests at heart?
The good news? Data proves that conscious business is growing, not shrinking. And while uncertainty can feel overwhelming, it’s also an opportunity—if you have the right mindset.
Instead of fearing uncertainty, what if we saw it as a sign that change is happening and that conscious entrepreneurs are leading the way in the business arena?
Click here to learn what the culmination of nearly a decade of research says about the future of conscious business.
Why Business Uncertainty Feels Bigger Than Ever
1. Economic and Political Shifts Are Shaking Things Up
With the 2024 U.S. election behind us, many entrepreneurs are wondering how new policies will impact their businesses. Inflation and economic ups and downs are making it harder to plan ahead, and uncertainty seems to be everywhere. But here’s the interesting part—despite all of this, people still care about ethical and sustainable brands. Businesses that stay true to their values are finding that purpose-driven practices actually help them stand out, even in unpredictable times.
2. Conscious Business is on the Rise—But Not Everyone Likes It
More founders than ever are building businesses with a mission, sometimes without even realizing they’re part of a bigger movement. Companies are focusing more on sustainability, diversity, and ethical practices because they see the long-term benefits.
Of course, not everyone loves this shift. There’s been pushback against conscious business practices, with some claiming they’re just a trend. But history tells a different story—every major change in business, from the rise of the internet to AI, faced resistance before becoming the new normal. Conscious business is following the same path. The louder the resistance, the clearer it becomes that real change is happening.
3. The Conflict Around Change is Loud—But Not Real
“The old way of doing business is fighting against the new way of doing business. That’s all it is. Don’t make it bigger than it needs to be.” —Terri Maxwell, a veteran conscious entrepreneur business growth expert and CEO & Founder of Shift/Co.
As discussed in the 2025 Conscious Business Forecast presented by Terri Maxwell, every major shift in business faces resistance. In the 1990s, many dismissed the internet as a passing trend before it became essential. Conscious business is at the same turning point.
Watch the 2025 Conscious Business Forecast presentation below
The Mindset Shift: Embracing Uncertainty as an Advantage
Uncertainty isn’t something to fear—it’s a sign of opportunity. Here’s why:
- Uncertainty signals innovation. Every major shift in business (the internet, AI, sustainability) started with uncertainty.
- It forces adaptability. The most successful entrepreneurs aren’t those who avoid uncertainty but those who embrace it and adjust quickly.
- It creates space for leadership. While others hesitate, conscious entrepreneurs who stay steady and focused can stand out.
“Meaningful change is always preceded by conflict. The resistance you’re seeing isn’t a stop sign—it’s a signal that you’re on the right path.”- Terri Maxwell
Maxwell recommends: Instead of asking, “How do I avoid uncertainty?” try asking:
- What opportunities exist in this moment that weren’t here before?
- How can I position my business to thrive, even when others hesitate?
- What do my customers and community need most right now?
When you shift your mindset, uncertainty becomes fuel for growth, not a reason to stall.
Five Actions to Thrive in Uncertainty
1. Double Down on Doing Good
Now is not the time to pull back on your mission—it’s time to go all in.
- Consumers are still prioritizing conscious brands—even during economic downturns.
- Offer guarantees, focus on building trust, and consider donating a percentage of your profits to a cause.
- Invest in transparency—businesses that build trust will thrive.
“If trust is low and conflict is high, what can you do differently in your business model to build trust?”- Terri Maxwell
Maxwell recommends that you ask yourself:
- How can I provide more value to my customers?
- What small shifts can I make to deepen trust with my audience?
Businesses that focus on genuine impact will be the ones that succeed.
2. Focus on What Matters
When uncertainty is high, your focus is your most valuable asset.
- Avoid distractions. The news cycle thrives on negativity, but focusing on your mission will move you forward.
- Amplify the possibilities. Instead of sharing conflict, highlight businesses making a positive impact.
- Surround yourself with partners who align with your values.
3. Grow Your Business to Grow Your Impact
If you want to make a bigger impact, your business has to grow.
- Triple your brand awareness—more visibility means more impact.
- Conscious brands often struggle with self-promotion. Start sharing success stories and the impact you’re making.
- Collaborate with like-minded businesses to expand your reach.
Too many impact-driven entrepreneurs hesitate to market themselves. Now is the time to be seen.
4. Choose Your Battles
- Not every fight is worth your energy. Focus on the causes that align with your mission.
- Be intentional with partnerships. Seek out businesses that share your commitment to conscious growth.
- Resist getting pulled into divisive conversations that don’t serve your mission.
Maxwell recommends that you ask yourself:
- What battles are truly worth my time and energy?
- Where can I make the most meaningful impact?
5. Get Clear & Stay Calm
“You can’t see clearly when you’re in reaction mode.” —Terri Maxwell
Maxwell recommends:
- Start each day by asking: “Who do I serve, and what do they need from me right now?”
- Create space for stillness. Whether it’s meditation or reflection, clarity leads to better decisions.
- Prioritize self-care—burnout won’t serve your mission.
When uncertainty rises, clarity is what keeps you steady.
Final Thoughts: Uncertainty is an Opportunity
Uncertainty isn’t the enemy—it’s a signal that change is happening.
Conscious entrepreneurs who welcome it will be the ones leading the future.
The conscious business movement isn’t a passing trend—it’s a business model that’s proving to be more effective, profitable, and sustainable.
And while resistance may feel loud, the data proves that conscious business is here to stay.
The question is: Will you let uncertainty hold you back, or will you use it as fuel to build something meaningful?
These principles were developed by Terri Maxwell, CEO of Shift/Co, drawing from over two decades of business growth and leadership experience.
Shift/Co is a place where Founders gather to grow.
Shift/Co is a global community dedicated to conscious business growth. We empower entrepreneurs to grow their businesses through innovative tools, expert coaching and mentoring, and a supportive network. Our comprehensive approach includes personalized training, leadership development, and a collaborative environment, ensuring that members can achieve significant business growth while positively impacting the world. Join Shift/Co to elevate your business and be part of a movement that believes in doing good business better. For more information, visit Shift/Co.