Also (or as a corollary), otherwise businesses have no incentive to plan for rare, adverse events. They will be out-competed by businesses that don't care.

Personally I think the solution is for governments to have a contingency plan, and opposed to forcing any individual business to do anything, but if we did want businesses to change their behavior, it's definitely a government issue.

Unless somehow "buy my product , it's more expensive because our business hedges against war and pandemics" works in advertising (eco-friendly seems to get some traction, so maybe?)

Part of the challenge is that governments tend to come and go on 4 or 5 year cycles, so their priorities tend to be focused on issues likely to (or certain to) happen before the next election or other democratic event.

Governments often assume (wrongly) that businesses have incentives to handle long-term risks, since they want to exist for a long time and remain profitable. The reality though is most are more focused on their share price and dividend than handling strategic risks.