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The literature supports and recommends that firms be responsive to external environments for prosperity and survival. However, many firms do not seem to heed this advice when it comes to important but uncontrollable environmental forces such as population aging. We investigate firms' (non)responses to population aging, one of the grand challenges of our time. While theoretical explanations for firms' responses to external environments abound, surprisingly, we lack concrete empirical evidence about why some companies do not respond to population aging while others do. Building on the cognition-response framework and utilizing a sample of 545 Japanese corporations, we investigate the magnitude and extent of organizations' corporate-level responses to population aging in Japan, the world's most aged society. While controlling for the firms' resource dependence and slack resources, we find robust, positive effects of perceived state certainty on organizational responses. Specifically, we find that perceived state certainty takes both direct and indirect routes (Daft and Weick 1984) to increasing firm response to population aging. We also find that firms' self-perceived controllability has a direct effect on firm response. Most intriguingly, the organization's ambivalence toward the implications of population aging on their business does not directly reduce firm response. Instead, it is found to be a quasi-moderator that interacts with perceived state certainty and negatively affects the responses to population aging. Ambivalence is an important factor that has been largely overlooked and warrants more research attention to address not only this particular grand challenge but also others (e.g., climate change). (C) 2018 Elsevier Ltd. All rights reserved.