In the wake of social upheavals and political crossroads, businesses in Georgia are finding themselves at the intersection of commerce and civic responsibility. The platform Freebusiness, created by entrepreneur Giorgi Chugoshvili, has emerged as a digital barometer of corporate values, inviting companies to openly declare their support for European integration and ongoing protests advocating democratic reforms. Over 1,600 businesses have registered, while a separate section, “Unregistered,” lists companies that have yet to declare their stance—fueling debates about transparency, accountability, and the role of commerce in shaping the sociopolitical landscape.
From Commerce to Conscience: A Shift in Business Culture
The platform’s emergence highlights an evolving phenomenon in Georgian society: the increasing demand for businesses to take a moral stand. Traditionally, companies operated as apolitical entities focused solely on profit margins and market competition. Today, however, they are being asked to align themselves with broader social and political movements.
This is not unique to Georgia; it reflects a global trend where corporate responsibility extends beyond environmental or ethical labor practices into the realm of political allegiance. Platforms like Freebusiness challenge the assumption that the private sector can remain neutral in times of societal turbulence.
Sociologically, this shift underscores the growing interdependence between civil society and the private sector. Businesses, as integral parts of community ecosystems, are now expected to contribute to collective values. The Freebusiness platform becomes not just a registry but a stage where companies demonstrate their alignment—or lack thereof—with public sentiment and national aspirations.
Transparency and the Ethics of Visibility
One of the platform’s most compelling features is its “Unregistered” section, listing prominent companies that have not declared their position. The inclusion of major players like Wissol, Archi, and Adjara Group, alongside financial giants like Bank of Georgia and TBC, raises questions about the ethics of neutrality.
Philosophically, this invites a discussion on the ethics of transparency. By publicly listing companies that have not taken a stance, Freebusiness effectively pressures them to clarify their position, potentially at the cost of alienating customers or partners. Can silence be ethically neutral in a society where silence can be perceived as complicity? The platform’s approach challenges the adage that “actions speak louder than words,” suggesting instead that inaction is equally telling.
For businesses, this dynamic introduces a dilemma: declaring a position may alienate certain demographics, but remaining unregistered risks reputational damage in an era where consumer trust is increasingly tied to corporate values.
Economic Patriotism or Pragmatic Posturing?
The platform’s premise also invites scrutiny regarding the authenticity of corporate declarations. Are businesses signing up out of genuine commitment to European values and democratic ideals, or is this a calculated move to secure consumer loyalty in a politically charged environment?
In an age of performative activism, the line between genuine support and opportunistic branding is often blurred. While some companies might see this as an opportunity to demonstrate solidarity with public sentiment, others may view it as a marketing strategy. This duality reflects broader philosophical debates about the nature of altruism in capitalist systems: can businesses ever act selflessly, or are their actions always tied to profit motives?
Consumers as Watchdogs
Freebusiness also empowers consumers, offering them a platform to hold brands accountable. By enabling users to share information about a brand’s stance—or lack thereof—it democratizes the flow of information and strengthens the role of public opinion in shaping corporate behavior.
This participatory model aligns with the principles of deliberative democracy, where citizens actively engage in shaping societal norms. It positions consumers as watchdogs and co-creators of the ethical frameworks within which businesses operate. The platform’s impact, however, hinges on the credibility of its data and the integrity of its users.
A New Paradigm for Corporate Responsibility
Freebusiness represents a new paradigm for corporate responsibility in Georgia, one that transcends traditional CSR initiatives. Its focus on political and ethical alignment with societal values reflects a growing recognition that businesses are not isolated entities but active participants in the nation’s sociopolitical fabric.
At its core, Freebusiness is a sociological experiment. It tests the extent to which businesses are willing to integrate civic responsibility into their corporate identity. It challenges the public to consider whether neutrality is a viable option in an era where every action—or inaction—carries political weight. And it pushes the boundaries of what it means to be a “free business” in a free society.
The Road Ahead
As Georgia navigates its path toward European integration, platforms like Freebusiness may become increasingly significant in shaping public discourse. Whether they succeed in fostering genuine accountability or merely create an illusion of transparency remains to be seen.
What is certain, however, is that the conversation around corporate responsibility is evolving. Businesses can no longer afford to remain silent spectators in the unfolding drama of societal change. In Georgia, as elsewhere, the question is not just about which side businesses are on but about the role they play in shaping the future.
By Ivan Nechaev
