Connected Leadership in Brazil | Brunswick Group

Connected Leadership in Brazil

The bar has never been higher for leadership confronted by a global pandemic, economic turbulence, and social upheaval. In the face of such challenges, new research from Brunswick shows that business leaders in Brazil must adapt to be more accessible and transparent than ever before – using social media to do so.

Key Findings

  • Business leaders must reach people where they are. Social media use is high in Brazil. 93% of employees and 97% of financial readers use social media for work or personal use.
  • Where and how people work won’t be the same after the pandemic. 80% of employees report working in a new location due to the pandemic, with two-thirds working from their home.
  • Connected Leadership is a competitive business advantage to recruit and retain talent. By a 10:1 margin, employees would prefer to work for a CEO who embraces digital tools. Employees believe CEOs who use social media are more accessible, more transparent, easier to communicate with, and better able to keep teams connected.
  • Social media is key to building and sustaining trust. 84% of employees and 89% of financial readers trust a CEO who embraces digital tools - up to 23 points higher than their global counterparts.
  • Connected Leaders are better prepared for a crisis. 98% of employees and financial readers in Brazil say it is important for CEOs to respond to a crisis through social media.

The Landscape

7 out of 10

employees and financial readers believe it is very important for business leaders to communicate on social media.

16 to 1

employees trust a CEO who uses social media more than one who does not.


of employees and financial readers cite the importance of social media communications by CEOs when a company is in crisis.

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Contact us to learn more about our research and how Brunswick can help you and your leadership be more successful online.


Get the 2021 Report

We asked 5,200 readers of financial publications and 6,500 employees of companies with more than 1,000 employees – groups emblematic of the external stakeholders business leaders want to reach – about their communications expectations of corporate leaders across 13 different countries and markets.

From misinformation to employee engagement to crisis, the data is clear. Stakeholders expect executives to adapt to the changing circumstances they face. They expect a Connected Leader.

Get the Report