Over the past decade, there has been consensus from business leaders that they could be a powerful voice on societal issues – from equality through to climate and international affairs. However, in recent months opinions on the biggest issues have become increasingly divided – and some previously strident and vocal leaders have fallen silent.

Today, leaders are faced with a dilemma when addressing societal issues: Should they engage, and if so, how? Will they face criticism for being ‘woke’ or questioned about their role? If they decide it’s right to engage, how can they do so while building trust and reputation?

Our latest research, the fourth edition of our Leading from the Front series, finds there are clear commercial benefits when leaders speak up on societal issues on social media – but one size doesn’t fit all. Business leaders themselves recognise the benefits, yet don’t feel confident about how and when to take a stand. 

Our report examines the strategies behind the leaders that are successfully walking the tightrope and touches on how and when to address societal issues.

of professionals and 82% of investors expect buisness leaders to take a stand on issues of importance
0 %
of business leaders don't feel well equipped to speak confidently on societal issues
0 %
of business leaders are worried they will be labelled as 'woke' if they speak out on social issues
0 %
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LFTF key insights
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Speaking about societal issues on social media can be challenging, especially for leaders of large organisations. However, business leaders themselves couldn't be clearer about the benefits – speaking up drives societal, commercial and reputational value.
Andrew Williams
Andrew WilliamsSenior Managing Director
In recent times, leaders have faced an increasingly challenging dilemma on whether to speak out on societal issues. The CEOs leading the way are prioritising the 'S' in ESG. This is where they can really make a difference. Our research shows that when leaders identify the right issues to engage with, they can create value for themselves, their company and society.
Damian Low
Damian LowSenior Director
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Walking the tightrope

Helping companies and clients assess their licence to lead on societal issues

Leaders are increasingly looking to understand how they can use social media and wider communication channels to address societal issues. Our research has highlighted a confidence gap: while leaders recognise the benefits of speaking out, and audiences expect them to do so, concerns about the risks are holding them back from unlocking these benefits.

To bridge this gap, there is a need for a clear, consistent, and robust framework to guide leaders’ decision-making about how and when to address societal topics on social media and beyond. At FTI Consulting, we help companies and clients assess their licence to lead on societal issues and evaluate potential reputational risks, using our proprietary tool – FTI Societal Signal.

This five-point assessment framework identifies areas of risk and opportunity, helping to build an authentic and credible leadership position on the right societal issues.

By Leading from the Front and having a clear strategy on when and how to engage with societal issues, leaders can build trust, enhance their reputation, and make a real difference in today’s complex landscape.

Methodolgy

To help organisations understand how and when leaders should be vocal around societal issues on social media, FTI Consulting surveyed 255 senior business leaders from large UK organisations, 2,014 members of the general public, and examined the LinkedIn presence of all CEOs in the FTSE 100.

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Past Leading from the Front reports