Poonam Chawla

Chief Visionary Officer

The New Era of Executive Leadership: Visibility, Authenticity, and Trust

We are witnessing a fundamental shift in executive leadership. The days of CEOs operating behind closed doors, only engaging with stakeholders through polished press releases and quarterly earnings calls, are quickly fading. Today’s leaders must be visible, engaged, and human.

Unilever’s new CEO, Fernando Fernandez, set the tone for this change in his very first week on the job. In a LinkedIn post, he made a bold statement:

“I will be a frontline CEO – all over brand plans and in market execution.”

This is not just corporate rhetoric. This is a Fortune 500 CEO publicly committing to being hands-on, present, and accessible—not just to his internal teams but to the world. More significantly, he is backing up his words with action, shifting Unilever’s social media budget to 50% of its marketing spend. He understands that customer relationships drive business growth, and social media is where those relationships are formed.

The Shift from Institutional Trust to Individual Trust

Research has consistently shown that trust in institutions is declining. Consumers are more skeptical than ever about big corporations, often viewing them as faceless entities driven by profit. However, trust in leaders—real, visible, and engaged individuals—is still up for grabs.

In an era where people crave authenticity, the executives who are willing to show up—on LinkedIn, in comment sections, in their brand’s story—are the ones who will build that trust. Leaders who embrace transparency and personal connection are not just strengthening their personal brand; they are driving real business outcomes.

A Wake-Up Call for Executives

For many CEOs and senior executives, this shift is uncomfortable. Traditional leadership models did not require them to be in the spotlight. Many would rather focus on their company’s vision, their team, and their mission—rather than themselves.

But here’s the reality:

  • People want to hear from you, not just your company.
  • People want to see you, not just a corporate logo.
  • People want to trust you, and that trust leads to revenue.

Being visible does not mean being self-promotional. It means being human. It means sharing insights, engaging in conversations, and offering a real face behind the company’s decisions. It means leading from the front—not just in the boardroom but in the digital world where customers, employees, and stakeholders are already actively engaging.

The New Playbook for Leadership

If the CEO of a $150B company like Unilever sees frontline visibility as a growth strategy, then it’s time for other leaders to take notice.

This is the new playbook for executive leadership:

  • Show up where your audience is – Whether it’s LinkedIn, industry forums, or social platforms, your presence matters.
  • Engage authentically – Generic corporate statements won’t cut it. People connect with real, unscripted communication.
  • Invest in thought leadership – Your insights, experiences, and perspectives can shape conversations and influence industries.

The future belongs to leaders who are willing to step out from behind the curtain and connect with their audience—personally, transparently, and consistently.

Are you ready to lead in this new era?