Today’s CEOs are expected to be more than just corporate strategists—they are public figures, cultural influencers, and crisis managers.
According to the Edelman Trust Barometer, 81% of respondents believe CEOs should make a public and personal appearance regarding social issues or when talking about their company’s role for the good of society. Employees, customers and stakeholders expect CEOs to take a stand. The same report found that 60% of employees expect CEOs to discuss controversial social and political issues publicly.
This shift reflects the growing expectation that companies act as a moral compass and address climate change, diversity, equality, inclusion and global crises.
Silence is often interpreted as complicity, and many CEOs now find themselves in a delicate balancing act: they must meet the expectations of their stakeholders while avoiding the pitfalls of taking a stand in a polarised world. However, this visibility comes at a price. The more outspoken and well-known a CEO becomes, the more likely they are to expose themselves to public criticism – sometimes in the form of a phenomenon that should not be underestimated and is now all too common: CEO bashing.
Publicity comes at a price: CEO Bashing
One of the most controversial topics in CEO bashing is CEO pay and economic inequality. From 1978 to 2023, CEO salaries increased by 1,085%, while wages for average workers increased only slightly. This growing gap has fuelled public discontent, with executive pay often used as a focal point for broader debates about economic inequality and corporate accountability.
Another factor increasing the pressure on CEOs is record high turnover. In 2024, CEO departures reached historic levels fueled by increasing scrutiny of performance by activist investors and changing stakeholder expectations. The CEO role is more precarious than ever as executives must manage financial performance and social and political challenges.
At the same time, society’s polarisation and social media’s rise have reshaped executives’ communication landscapes. While platforms such as LinkedIn continue to provide a relatively controlled environment for CEOs to engage with stakeholders, other channels have become hotbeds for negative discussion. As a result, leaders must carefully manage their public image amidst increasing social division.
This increases the challenges of navigating an environment where media sensationalism and social media outrage can distort reality. Public perception can change overnight. Therefore, CEOs need a clear strategy for dealing with criticism and scrutiny. Ignoring it is not an option, but neither is reacting to every controversy.
Here’s how CEOs can find the right balance in handling CEO bashing:
- Make your narrative your own
CEOs who rely solely on traditional media to tell their story risk losing control of their narrative. Proactive communication through company-owned channels—corporate blogs, LinkedIn, video updates—is critical to providing context and clarity around key decisions. Establishing the narrative reduces the risk of being misrepresented.
- Choose your battles wisely
It is neither practical nor strategic to speak out on every social issue. Leaders should align their public stance with the company’s values and long-term business goals. Not every problem requires the CEO’s voice; choosing where to engage is key to maintaining credibility.
- Building an internal culture of trust
Employees are among the most important stakeholders when it comes to the perception of the CEO. External criticism carries less weight when employees believe in the vision and integrity of their leader. Open communication, town halls and a transparent leadership style can create a strong internal support system.
- Develop a crisis management plan
Every CEO should have a well-prepared crisis communication strategy. This includes rapid response teams, media training and pre-defined communication frameworks to deal effectively with backlash. Anticipating criticism and being prepared to respond calmly and objectively can prevent minor controversies from escalating. A high level of resilience is an advantage, and managing your emotions is essential.
- Accept that leadership comes with criticism
Finally, CEOs need to develop their resilience. Leadership will always be a source of criticism; the higher the stakes, the louder the critics. The best leaders recognise that criticism is inevitable and focus on long-term impact rather than short-term recognition.