Connected Leadership in the Chinese Mainland | Brunswick Group

Connected Leadership in the Chinese Mainland

New research from Brunswick highlights that modern leadership must be engaging, authentic, and sustained to build trust with key corporate stakeholders. To do this, business leaders must embrace digital tools and social media. Across a range of issues, financial readers living in major Chinese Mainland cities (Beijing, Shanghai, and Guangzhou) have high expectations for business leaders to use social media to communicate with the public

Key Findings

  • 9 out of 10 financial readers trust a CEO who uses digital and social media over one who does not, citing transparency and accessibility as top reasons why. This is 16 percentage points higher than the global average, indicating a significant opportunity for leaders in the Chinese Mainland to build and sustain trust domestically.
  • Financial readers in major Chinese Mainland cities place high expectations on business leaders to communicate via social media
    about their company. 63% say it is very important, which jumps to 74% during a crisis.
  • Weibo is a key platform for leaders to reach a captive, external audience. 81% of financial readers use Weibo and among those, 97% are frequent users of the platform. Further, 3 out of 5 financial readers believe company leaders should use Weibo to communicate with the public.

The Landscape


of financial readers surveyed say it is important for CEOs to actively communicate on social media about their company, compared to 89% globally.


of financial readers will check a CEO’s social media accounts when learning more about them.

Download in English
Download in Mandarin
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