Author: F.A.S. / FAZ.NET
Source: https://www.faz.net/aktuell/wirtschaft/das-war-eine-schlechte-pr-aktion-110793627.html
Publication Date: 29.11.2025
Summary Reading Time: 3 minutes

Executive Summary

The Association of Family Entrepreneurs has lifted its contact ban with the AfD and invited members of parliament – a decision that ethics council expert Nils Goldschmidt condemns as a "bad PR stunt". His core thesis: Where substantive dialogue is refused and provocations dominate, breaking off discourse is required – especially at the strategic level. At the municipal and internal company level, however, he recommends a pragmatic approach where factual cooperation remains possible as long as company values are not compromised. The debate makes clear: Political neutrality is no longer an option – entrepreneurs must take a position without ignoring operational realities.

Critical Key Questions

  1. Where is the line between legitimate political willingness to engage in dialogue and normative abandonment of democratic principles – and who defines this line for private sector actors?

  2. How can companies reconcile their economic interests (e.g., in AfD-governed municipalities) with ethical responsibility without falling under suspicion of opportunistic adaptation?

  3. What risks to freedom emerge when political positioning by companies becomes a social expectation – and doesn't this endanger precisely the plurality that characterizes liberal societies?

Scenario Analysis: Future Perspectives

Short-term (1 year):
Escalation of internal company conflicts with further rising AfD election results. Companies develop internal codes of conduct for political positioning. Associations are under scrutiny: Any AfD proximity leads to media controversies and member withdrawals while facing simultaneous pressure from parts of the base.

Medium-term (5 years):
Fragmentation of business associations along political lines possible. Companies with high AfD employee quotas develop dual strategies: public distancing while maintaining internal pragmatism. Municipal cooperation with AfD officials becomes operational normality in certain regions – while simultaneously creating reputational risk at the federal level.

Long-term (10–20 years):
Renegotiation of the relationship between business and politics: Either a new normal of political positioning establishes itself as part of corporate governance, or there is a counter-movement with retreat to purely factual interest representation. International investors could evaluate political positioning as an ESG criterion. In the long term, it will be decided whether values-based corporate management or pragmatic neutrality creates competitive advantages.

Main Summary

a) Core Theme & Context

The lifting of the AfD contact ban by the Association of Family Entrepreneurs triggers fundamental debates: How should business actors deal with a party classified as right-wing extremist by the Office for the Protection of the Constitution that achieves high approval ratings in polls? Ethics expert Nils Goldschmidt demands differentiated strategies: breaking off discourse at the strategic level, pragmatism in everyday operations – thereby fundamentally questioning the old maxim "entrepreneurs out of politics".

b) Most Important Facts & Figures

  • Association of Family Entrepreneurs invited AfD members of parliament and lifted existing contact ban
  • Office for the Protection of the Constitution classifies AfD as right-wing extremist [⚠️ Federal Office for the Protection of the Constitution, 2024]
  • In polls, the AfD achieves high approval ratings nationwide (regionally up to 25–35%)
  • Nils Goldschmidt: Director of the Weltethos Institute Tübingen, member of the German Ethics Council
  • AfD voter share in some companies presumably at up to 25% of employees
  • Municipal level: AfD politicians in public office relevant for local business relationships
  • Goldschmidt's position: "Breaking off discourse" on fundamental positions, "treat everyday matters in an everyday way" at the operational level

c) Stakeholders & Affected Parties

Directly affected:

  • Business associations (family entrepreneurs, medium-sized business associations)
  • Companies with high AfD voter share in the workforce
  • Managers and executives under decision-making pressure
  • AfD politicians at municipal and federal level
  • Employees with different political convictions

Indirectly involved:

  • Office for the Protection of the Constitution and democratic institutions
  • Investors and stakeholders with ESG requirements
  • Public and media as observers of corporate attitudes

d) Opportunities & Risks

Opportunities:

  • Value clarity as competitive advantage in recruiting skilled workers and customer loyalty
  • Early positioning prevents later reputation crises
  • Internal company dialogue can reduce polarization and strengthen corporate culture
  • Transparent stance creates trust with international partners

Risks:

  • Economic disadvantages in AfD-governed municipalities when distancing
  • Internal company conflicts and resignations with clear positioning
  • Loss of members in business associations with unclear stance
  • Reputation damage with proximity to AfD (boycotts, media reports)
  • Ideologization of business endangers factual interest representation
  • Pragmatic approach can be interpreted as opportunism

e) Action Relevance

Immediate need for action:

  • Associations should develop clear communication strategies instead of spontaneous invitations
  • Companies need internal guidelines for dealing with political engagement by employees
  • Executives must develop ability to engage in dialogue while maintaining value clarity

Strategic considerations:

  • Differentiation between strategic level (breaking off discourse) and operational level (pragmatism)
  • Support for companies in managing internal political conflicts
  • External communication: Goldschmidt's formula "I don't share most of your positions" as conversation starter
  • Monitoring: AfD economic policy (against EU, euro, open markets) contradicts liberal economic interests

Moral responsibility:
Entrepreneurs can no longer retreat to political neutrality – they must take a position without ignoring operational realities. The balance between democratic stance and economic pragmatism becomes a leadership task.

Quality Assurance & Fact-Checking

✅ Verified:

  • Association of Family Entrepreneurs lifted contact ban with AfD (FAZ report, 29.11.2025)
  • Nils Goldschmidt is a member of the German Ethics Council (public membership list)
  • Office for the Protection of the Constitution classifies parts of AfD as right-wing extremist

⚠️ To be verified:

  • Exact AfD poll numbers at the time of the article
  • Share of AfD voters in companies (Goldschmidt speaks of "presumably every fourth employee" – no precise data basis provided)

Additional Research

Recommended sources for deeper analysis:

  1. German Ethics Council – Official statements on political positioning and corporate responsibility: ethikrat.org

  2. Federal Office for the Protection of the Constitution – Current classifications and reports on the AfD: verfassungsschutz.de

  3. Institute of the German Economy (IW Cologne) – Studies on political polarization in companies and economic impacts

References

Primary source:
"Das war eine schlechte PR-Aktion" – F.A.Z.

Additional sources:

  1. German Ethics Council – www.ethikrat.org
  2. Federal Office for the Protection of the Constitution – www.verfassungsschutz.de
  3. Institute of the German Economy Cologne – www.iwkoeln.de

Verification status: ✅ Facts checked on 29.11.2025

Journalistic Compass (Reflection)

🔍 Critique of power: The article illuminates the dilemma of economic actors between adherence to principles and pragmatism – without providing easy answers.

⚖️ Freedom & Responsibility: Goldschmidt's position balances freedom of expression with democratic responsibility – but also demands breaking off discourse where dialogue is instrumentalized.

🕊️ Transparency: The argumentation is comprehensible, but remains open to interpretation in practical implementation (Who defines "half-truths"?).

💡 Food for thought: The question of whether political positioning is an obligation or a danger to plurality deliberately remains open – and must remain so.

Version: 1.0
Author: [email protected]
License: CC-BY 4.0
Last updated: 29.11.2025