Jimin Nam

Jul 1, 2024 | hbr.org | Alison Brooks |Jimin Nam |Maya Balakrishnan |Julian De Freitas

Companies and their leaders face new pressures to make public statements about controversial and sometimes divisive social and political issues. New research shows that timing matters: consumers perceive a relationship between speed and authenticity, and discount statements from companies that wait too long to respond. Leaders can use four questions to understand when and how they should shape their response.