Communicators are stuck between the proverbial rock and hard place with ESG. Different factions of stakeholders are simultaneously calling for more and less attention on sustainability. Moving into 2024 and its contentious presidential election, communicators would be forgiven for feeling like the protagonist in Joseph Heller’s seminal novel, Catch-22. Yossarian, a pilot in WW2, desperately wanted to avoid war but couldn’t due to the consequence of invoking Catch-22.