Connected Leadership in Japan | Brunswick Group

Connected Leadership in Japan

New research from Brunswick highlights a growing opportunity for Japanese business leaders to emerge from crises stronger, strengthen their reputation internationally, and connect with corporate stakeholders outside of Japan using digital and social media platforms. For executives at companies with international reach and aspirations, their presence on social media offers a distinct competitive business advantage.

While Japanese businesses already experience strong levels of trust domestically, Brunswick’s research found that readers of financial publications in Japan, like Nikkei Shimbun, prefer CEOs who use social media more than those who do not, and believe it is important for executives to actively communicate on social media about their company.

Key Findings

  • Globally, majorities of employees and financial readers say it is important for business leaders to actively communicate on social media. This provides an opportunity for Japanese companies and executives to better reach their international stakeholders and meet global expectations.
  • Social media can help business leaders build and sustain strong levels of trust. A majority of financial readers in Japan and globally say they are more likely to trust a CEO who uses social media. Stakeholders cite that social makes leaders more accessible as a top reason why.
  • During a crisis, social media is viewed by external stakeholders as a critical communications channel. For business leaders in Japan, the most important topics to communicate publicly about include emergencies and natural disasters, misinformation, COVID-19, and crises involving the company.

The Landscape

7 out of 10

financial readers in Japan trust a CEO who uses social media more than one who does not, slightly lower than global financial readers (74%).


of financial readers in Japan believe it is important for executives to actively communicate on social media about their company, compared to 89% globally.

9 out of 10

financial readers in Japan and around the world cite the importance of social media communications by CEOs during a 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.

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