Why CEOs Can’t Stay Silent in the Wake of Events Like Charlottesville

The last week has been filled with the disconcerting aftermath of violence in Charlottesville, Virginia, leaving many business leaders to wonder how they should react — what they should tell their employees and customers. A number of CEOs — including Apple’s Tim Cook, Goldman Sachs’s Lloyd Blankfein, and Walmart’s Doug McMillon — have taken strong public stands, condemning white supremacists, racism, and violence and calling for tolerance and unity. And prominent business leaders on White House advisory councils sent a strong message by resigning or disbanding in response to President Trump’s equivocation in condemning the white supremacists at Charlottesville and blaming both sides for the violence. But other CEOs are still struggling to figure out what is an appropriate response.

For those on the fence, here are some considerations. Although the topic is complex, and it may not be easy to find the right words, staying silent sends the wrong signal to employees. It risks them questioning their leader’s moral character, can increase their worries about how their leaders will react to other forms of prejudice and immoral behavior, and can undermine their respect for and trust in their leaders.