Good morning, Peter Vanham here in Geneva.
As a CEO considering taking a stance on social issues, should you follow your heart or your head? According to Richard Edelman, the CEO of the eponymous communication firm, public relations disasters such as the backlash against Bud Light’s campaign with transgender influencer Dylan Mulvaney show it must be the latter.
“Companies will have to do more of a cold risk-reward calculation going forward,” Edelman told me over coffee in Geneva’s old town, ahead of a World Economic Forum meeting this week. “Because the world has become so politicized, that’s why,” he added.
