Is character out of fashion?

It used to be all the rage. Business leaders, academics, consultants and those holding high office were vocal about character and how important it was.

And then they weren’t.

Given everything that’s happening geopolitically, character now looks like a worn-out fashion trend that we’re frankly embarrassed about. Think shoulder pads and high heels (oh! the humiliation).

Just last week, the 4-star general Stan McCrystal posted something about character here on LinkedIn. Below is a response he got, which pretty much stopped me in my non-high-heel-wearing tracks: ?

It is time to quit this prattle about the importance of character in leadership because metrics show that character is out of style. The majority of voters declared that the market value of character in leaders is less than the cost of a dozen eggs or a gallon of gasoline.         

The main argument against character seems to be that the most important thing is that we get things done, not HOW we get things done. The art of the deal equates to winners and losers, and if you’re not the winner, well…

?

The zero-sum game

Behind this is a deep belief in the zero-sum game, the idea that success is finite, and for one person or group to win, another must lose.

It’s a worldview that fuels ruthless competition, short-term gains, and a relentless focus on outcomes over ethics. In this frame, character is a liability, not an asset. Integrity, trust, and long-term relationships are for the losers, so they're sacrificed at the altar of dominance and expediency.

Why character still matters

Here’s why I think character still matters in leadership, even today.

Character is the unseen force that underpins trust, shapes culture, and ensures that power is exercised responsibly. In executive leadership, it manifests in three critical ways:

Integrity as a Trust Multiplier Trust is the currency of leadership, and integrity is its foundation. Without integrity, a leader’s words and actions create cognitive dissonance, eroding confidence internally and externally. When employees believe that executive decisions are driven by personal ambition rather than corporate well-being, engagement drops, innovation stalls, and talent exits.

Resilience in the Face of Complexity The modern business environment is a minefield of ethical dilemmas, stakeholder pressures, and unforeseen crises. Leaders with character don’t just make the right decisions when it’s easy; they hold the line when the path is difficult, resisting the pull of expedience over principle. Resilient leaders don’t crumble under scrutiny or pressure; they demonstrate consistency in the face of volatility, reinforcing stability and confidence in the organisation

Humility as a Catalyst for Learning and Adaptation In high-stakes environments, ego can be a fatal flaw. Leaders who believe they have all the answers quickly become insulated, leading to blind spots, poor decision-making, and, eventually, obsolescence. Character-driven leaders exhibit humility—the ability to recognize their limitations, seek counsel, and admit mistakes. Humility fosters collaboration, innovation, and continuous learning, which are critical in navigating today’s complex business landscape.

?

The Cost of Character Deficiency

Leaders who prioritise short-term gains over doing the right thing for the long term create cultures where employees mirror that behaviour. If senior leaders cut corners, rationalise dishonesty, or prioritise personal benefit, these behaviours cascade down the organisation, creating systemic dysfunction. This is because you don't get to pick and choose with character. If you introduce lower standards as an inevitable part of getting things done, it takes on a life of its own. And it never ends well.

When character is sidelined, organisations always ultimately pay the price. The ripple effects extend beyond financial losses; they damage reputations, erode stakeholder trust, and, in extreme cases, lead to regulatory intervention.

Fashion or not, I still believe as strongly as I do that leggings are only for the yoga studio, that character does still matter and that, like all fashion trends, it might be out now, but it'll come back.

People are watching. And they’re smart. They know when leaders ditch the right thing to do because it’s suddenly out of fashion. They know when their leaders hold the line on the things that are important, even when there are personal costs in doing so.

Like every fashion trend, this one will change again. And when it does, your people will remember.

I'm an executive team coach who works with CEOs and their executive teams to transform their impact and effectiveness. I also write about team effectiveness and collective enterprise leadership and conduct research in this area.

I consult globally alongside an exceptional team at Waldencroft.

Check out my podcast, Advanced Executive Leadership. If you'd like to find out more about how to work with us, please reach out. We'd love to chat.