The case follows Erik Wohlgemuth's challenges as the newly appointed CEO of Future 500, a nonprofit consultancy organization focused on Environmental, Social, and Governance (ESG) issues of challenged companies. Future 500 aims to build trust and reduce tensions between companies, advocates, activists, investors, and philanthropists to make businesses a force for good. Erik is faced with a dilemma when a big tobacco company operating in a "sin industry" asks for its services to address environmental impact issues. Opinions among the Future 500 leadership team are divided, with some believing that working with a tobacco company could compromise their mission and values. Erik must make a consensual decision on whether to take on the tobacco company as a client and present a recommendation to the Future 500 board. The case is based on field research and secondary sources and includes interviews with case protagonists and co-protagonists.