In January 2023, the chief executive officer of New World Development Co. Ltd. (New World Development) faced a critical decision. With travel set to resume between Hong Kong and Mainland China, opportunities and challenges emerged in the post-pandemic era. An impending board meeting in February demanded a delicate balance between environmental, social, and governance (ESG) initiatives and the company's financial health. Financial data revealed significant spending on ESG efforts, posing cash flow challenges. The CEO grappled with critical questions: Should ESG spending be cut to fuel post-pandemic investments? Could New World Development's ESG image, cultivated amid COVID-19, be a competitive advantage with evolving travel patterns? Before the board meeting, he had to decide on a strategy to balance financial stability with sustainable innovation.