Leaders Being Silent On Social Issue Is Not An Option

As the devastating humanitarian crisis in Gaza continues, the question of whether to speak up continues to echo in the minds of many leaders.

CEOs are increasingly being called upon to comment publicly on complex social and humanitarian issues, yet the decision to get personally involved is a difficult one for most. From public issues like abortion, gun safety, immigration, Black/BIPOC and LGBTQ rights, and climate change, to the murder of George Floyd, state voting laws, and acts of terrorism in the midst of wars in Israel and Ukraine, business leaders are learning the hard way that they will be criticized regardless of whether they speak out or remain silent.

Refusing to defend his employees and then changing his position in mid-stream eventually cost Disney’s Bob Chapek his job. In contrast, his successor Bob Iger took a strong stance on behalf of Disney’s BIPOC employees, including suing the governor of Florida for his attempts to suppress Disney’s right of free speech.

In a recent Fortune article , I was asked whether business leaders should speak out on the rising death toll in the Israel-Hamas War as the conflict grows. As I said then, “Business leaders should have spoken out immediately, and some of them did. Now, they need to focus on the needs of their employees, wherever they are.”

During complicated crises such as these and with tensions running high, there are no easy answers. But when the lives of innocent people are on the line and their employees are personally impacted, a leader’s duty to speak up becomes a moral obligation to encourage civil discourse over these very difficult issues.

How can leaders speak up on public issues such as conflict and war?

First of all, the role of CEOs as public figures has changed dramatically in recent years. These days they are expected to speak for their companies, rather than delegate this role to their communications team. CEOs today have shifted from a sole focus on shareholder value to serving all their stakeholders—their employees, customers, shareholders, and communities—and they need to speak out on their behalf.

At Harvard Business School we advise CEOs to develop a framework to determine when to engage in public issues so that there is consistency to their actions. This framework must be prepared in advance, as usually there is not enough time for discussion and debate when a crisis emerges. Leaders today are expected to speak from their hearts, not just issue statements, in expressing compassion and empathy for those impacted by these controversial issues.

That is what executives at J.P Morgan Chase, Goldman Sachs, Google and Meta did in swiftly condemning the Hamas attacks in public statements, social media posts, and corporate earning calls. At the same time, as leaders we need to express empathy for the plight of innocent civilians living in Gaza whose lives are endangered by Israel’s counter-attacks.

In contrast, Elon Musk, owner of “X” (formerly known as Twitter), fanned the flames of anti-Semitism – which is already running high over the war – when he endorsed an X post accusing Jewish communities of pushing “hatred against whites.” Then he added, “You have said the actual truth,” as if he is an arbiter of the truth. Musk’s comments are unacceptable for a leader of a major organization as they run directly counter to our need for civil discourse.

What is the best way to focus on the needs of employees during crisis?

To focus on the needs of employees during periods of crisis, leaders must lead from the heart, which requires a genuine concern for holistic wellness and a desire to see their employees flourish. When public issues have a direct impact on their employees as the wars in Ukraine and Israel do, then leaders need to speak out on their behalf to let them know they “have their backs” and genuinely care about them.

To focus on employee needs, leaders must actively prioritize building and nurturing relationships with their employees, fostering an environment where they feel valued and heard. Express a genuine desire for their success and make it clear that their well-being and comfort are paramount. A workplace that prioritizes strong interpersonal connections not only boosts morale but also cultivates a collaborative and supportive atmosphere where everyone can thrive.

As leaders grapple with the complexities of addressing public issues like conflict and war, it must be remembered that in the face of crisis, the true measure of leadership lies not only in speaking up about global issues but also in prioritizing the needs of employees by fostering an environment where they feel supported, valued, and empowered. That is the only way that people from diverse backgrounds will feel fully included and develop a sense of belonging.

With gratitude,

Bill George